Imagine visiting a store and being astounded by the performance of the product. How about the delight you would get from the attention a customer support representative will give you to address a concern or provide a response to a question? Now imagine the opposite: you enter a store and no one pays attention, your inquiries go unanswered, and to make matters worse, the product quality is not ideal. Would you return to that store?

While it is still crucial to know customers’ needs, desires, and emotions, it is important to acknowledge they are likely to change at every moment. In the past, traditional sales and marketing were enough to influence customers. However, the world turned upside down after COVID and external factors (inflation, social movements, climate change) have altered customer priorities, and influenced how they interact with a product/service. Customer expectations are higher than before as decisions become trade-offs between what they want, need, and the solutions that are accessible.

This is where Customer Experience comes in.

Customer Experience (CX) encapsulates everything a business or an organization does to prioritize customers, manage their journey, and meet their needs. People and products are the two primary touchpoints that create the customer experience. The importance of CX are:

• Helps your business stand out from competitors.
• Builds brand awareness.
• Increases customer acquisition.
• Improves customer loyalty.
• Improves customer engagement.
• Enhances customer satisfaction.
• Drives growth.
• Ensures better word-of-mouth marketing, positive reviews, and recommendations.
• Increases revenues.

From the moment a customer discovers that they need a particular product/service to the moment they consume the product, they are continuously interacting with your business. This is known as a Customer Journey and it consists of actions taken before, during, and after customer purchases. There are several stages in a customer journey, including:

• Awareness: A potential customer discovers a business that offers the products or services they need. “Would you look at that, based on their website, Majestic Events offers Marketing Consulting services. I’m in luck!”
• Acquisition: Your new customer will go a step further and inquire how they can get more information on other products/services. “I think it would be best to call their number to enquire more.”
• Onboarding: Make this customer last. “My conversation with the Majestic Team was very informative. I did not know that they offered more than I was asking for. And their responsiveness is on point!”
• Engagement: Through emails, social media, in-product messages, and personalization, you can make your customers’ experience more enjoyable. “Have you seen Majestic’s Instagram page? They have event memes, tips on Thursdays, and updates on their services. And their blog? Enlightening!”
• Advocacy: A satisfied customer is likely to recommend your brand to others, thus attracting more new customers. “You know what, if you need any event services such as marketing consulting, event consulting, marketing, and management, or even corporate gifting, I would 100% recommend Majestic Events.”

Customer Experience Consulting is a service that helps you (as an organization) improve your customer experience by defining business values and successfully integrating them into your CX strategies. CX Consulting can improve CX through:

• Customer Journey Mapping: Through this, you can pinpoint the various touch points a customer has with your business. You will be able to identify the pain points in their customer journey and develop solutions for them.
• Customer Feedback Survey: This is an effective way of learning what your customers like and dislike. This way, you will be able to understand your products and services from the perspective of your customers.

What about the events sector? The same applies. Establish a relationship with your customers by understanding what they want, need, and value. Then, as a brand, use your marketing and awareness to create a pre-purchase connection. Make the customer feel at ease by answering as many questions as possible. Assure them that the products/services they want are what they will get. Once they have interacted with you and made a purchase, do not leave them hanging.  Make their experience more enjoyable through posts and other online engagements. Do not forget post-purchase interactions with your customers. Do they require any follow-up services or any other services? Now would be a good time to also whip out those appreciation gift hampers. 

Each connection with a customer, whether you are renting or selling event hardware or services, will form or break your bond and, consequently, your brand image and loyalty. Keep those customers happy.