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Creating a positive customer experience may seem like a daunting task, especially when you think about everything that a “customer experience” itself consists of. The way a customer experiences your brand varies from person to person, and may involve touchpoints such as digital experiences and print marketing long before they even step foot inside your location.
But once they get to your lobby or storefront, what’s their impression of your business? Do they feel welcomed and invited? Informed and knowledgeable? Comfortable and secure?
The customer experience journey is critical to converting first-time buyers into loyal clients. A PwC report found that 65 percent of respondents said they would become long-term customers of a brand if that brand can provide a positive experience throughout the entire process. (1)
So, knowing that there are so many factors at play, how do you create a positive customer experience that’s as cohesive and consistent as possible? Here’s a few variables that you can control to create a positive, consistent customer experience:
- Educational materials: Position yourself as a subject matter expert in your field with marketing materials on products, procedures, services and more that your business is able to provide. Brochures, pamphlets and other handouts featuring your company branding can help ensure you stay top-of-mind when your clients think of your industry.
- Directional signage: Visitors and guests to your storefront or office likely haven’t spent much time in your building. Ensure that they can navigate with confidence by installing wayfinding and directional signage that can also be customized to bear your branding.
- Brand consistency: Take the time to look hard at your marketing materials, including your signage. Is anything using old, outdated logos? Are signs and graphics faded by the sun? Anything that isn’t up to par with your contemporary brand standards shouldn’t be in use anymore; inconsistent branding can create customer confusion and lead to a negative experience.
Need a partner to help provide a full customer experience and brand audit? Call your local Allegra to set up a consultation.
