Companies that improve customer satisfaction and loyalty through an enhanced shopping experience might be able to boost their sales revenue at the same time, according to a new study by Forrester Research, as reported by BtoB magazine.
The "Business Impact of Customer Experience 2012" study found that companies with better scores in customer experience have loyal patrons who are more likely to recommend products and services to other shoppers. Forrester's report suggests the generated word-of-mouth buzz can result in higher revenue for the brand, especially those in the hotel and wireless service provider companies. Every year, they are predicted to earn 1.4 billion and 1.3 billion more, respectively.
Airlines, insurance providers, credit card issuers and banks all stand to gain additional revenue as well, the study shows.
Some companies are working to improve customer experience through updated technology, while others are focusing on employees. An AisleBuyer study found that sales associates in stores are more helpful when they have mobile devices, such as tablets, which enable them to interact with customers directly, reports CNBC.
Other companies are attempting to overhaul their corporate culture to reflect a customer-centered focus, according to CMS Wire. Enterprise Rent-A-Car and Domino's Pizza have developed marketing campaigns that focus on customer service and feedback, much like online shoe retailer Zappos.com.