How companies can get the best return on experience

Businesses that want to encourage customer satisfaction and loyalty should consider focusing on the return on experience rather than the return on investment, according to Social Media Today

Businesses that want to encourage customer satisfaction and loyalty should consider focusing on the return on experience rather than the return on investment, according to Social Media Today. The best way to generate word-of-mouth buzz that can boost sales is to go beyond good service to offer customers an enchanting experience, the source reports.

Customer enchantment happens when a business goes above and beyond a customers' expectations by far exceeding their needs. Clients might be pleasantly surprised if a company follows up with a card or gives them vouchers for free products or services to improve the quality of a purchase.

When businesses give consumers over-the-top service, they improve the chances that it will be shared through recommendations or reviews, since 93 percent of shoppers say word-of-mouth is the best source of information for products and services, according to Business 2 Community.

Moreover, when a brand succeeds in enchanting consumers, they also build trust. Zappos and Amazon are two companies that succeeded in this with their lenient return policies. Zappos allows customers to return shoes for up to a year with no questions asked, while Amazon will make full refunds for books within a week of the purchase date. Even though clients could potentially take advantage of this, many don't because they have developed a relationship of trust with the businesses, the source reports.