Customer Experience WowCustomer experience, at its core, is all about making the customer say “Wow!” This kind of impressed reaction not only creates a loyal customer, it turns them into a brand advocate. Word-of-mouth is among the most powerful forms of marketing, and having a customer recommend a product to friends is the most important compliment a brand can receive.Customer Experience Wow

According to a new research report titled, “The Science of WOW—the formula for viral customer experience,” The Belding Group concluded that there may be a science behind providing customers with an experience that leaves them awed and willing to share with friends and family.

The report seeks to find factors that cause customers to share the experience with peers. The biggest factor by far was interaction with employees. Over 90% of those surveyed said that the people they dealt with were a significant part of positive experiences that they later shared with others.

The top response for how employees can impress customers is by taking ownership over situations; 87% of polled consumers noted this as a factor in positive customer experience. Ownership of issues is a crucial fulcrum of CX, as 93% of customers also said that failure to do so resulted in a negative experience. The perception of uncaring employees is the second leading factor in negative experiences, with 83% responding that apathetic employees spoiled their shopping.

Amazingly, a majority of shared positive experiences come from service failures. This ability to turn a negative experience around is a primary factor in seven out of every 10 shared positive experiences.

“The good news is that companies have more control over the conversations surrounding their brand than they might realize,” said Shaun Belding, CEO of the Belding Group. “The more skilled, more empowered, and better trained their employees are in customer service and resolving issues, the more likely they are to create positive experiences that people will share in person and on social media.”

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