So first of all. in last weeks blogpost I mixed the theories from this course and another course I´m taking. So sorry if I confused anyone...
For this week I will reflect on the short- and long term effects of customer experiences.
Looking at my own situation I would say it depends if it´s new customer or someone who has been a customer for years. For a firsttime customer to get bad experince will influence the whole picture of the brand, the same experience for a brand-loyal customer would hopefully not do as much damage.
To be able to get brand-loyal customers we have to give them god experinces for a long period of time.
Let´s say we are having a problem with our products and can´t deliver on time. First time happening the customer will probably get a little bit irritable but not to bad if we inform and appologize. But if our problems continues and a customer experince this two or three times, we will no longer have that person as a loyal customer.
Can we make our customers happy or unhappy?
Yes of course we can. Once again it´s about expectations and our ability to fulfill them.
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SvaraRaderaAgree, brand-loyalty takes longer time, and might even be inherited from your parents, in my own experience, I was “brought” up to be linked to the bank I am still using. But I do also believe that my generation, Generation Y (born in the 80’s till the 90’s), are much less brand loyal which has become difficult for companies to tackle. Hence short-term preparedness might nowadays be as important for all customers, new ones as well as for the long-term fans.
SvaraRaderaSee you soon in the tweet chat!
As Linda comment, brand building takes a long time to build up. And there are so much more connected to the brand name than just the product itself.
SvaraRaderaBut as I have written in my blog, you are able to turn for example a product problem to something positive, if you just handle the porblem correctly.
I agree regarding the time to build brand loyalty. It usually takes a long time and also it doesn't really take much to destroy brand loyalty especially nowadays when it is easy to find another service or company online and the incentive to stay loyal to a specific brand has diminished.
SvaraRadera