Is the Consumer Experience More important than The Product?
The days where companies could just offer high quality products that worked and expect to be top of the pile have long gone. Consumers are becoming more and more sophisticated in their choices and the post modern consumer expects a great deal more than just functionality.
One aspect of consumerism that is paramount to the end user these days is consumer experience, How do they feel when they are buying that product? Was it a pleasurable experience? Were the shop assistants nice to them? What was the ambience of the store like?
In marketing theory the key formula that used to work for marketing was the 4Ps of product, price, place and promotion. These days, it is seen as more apt to follow the 7P formula; further including:
1) People: Interaction and relationships that are made through the consumption process
2) Processes: How the consumer gets from being a potential customer to a consumer, whether there was a seamless flow between A and B.
3) Physical Evidence: What the surroundings are like, and how other consumers create an impression of the service experienced.
Building relationships with your customers is the key to beating your competitors. Studies have shown time and time again that consumers are less sensitive to price and convenience if, and only if, they feel a connection with their existing supplier. Nine times out of ten it would make no sense for a consumer to switch companies to save a small amount of money, if they are already happy with their existing company of choice. They would have to risk the fact that things could go wrong, and they also have to fight against inertia which is extremely powerful in today’s modern and busy lifestyle culture.
Key ingredients in a commercial relationship are trust and loyalty. Customers like to be treated as individuals and they appreciate every little detail of their customer experience. John Lewis is the perfect model. The commercial giants have just recently topped the consumer satisfaction polls. Everyone I know, who has shopped at John Lewis raves on about their customer experience!! How there were always staff on hand to help, who were really informative if asked, but kept their distance if they weren’t. They also comment on how the store was very easy to navigate around, and how they managed to get really good quality products at reasonable prices.
So take a leaf out of John Lewis’s book! It doesn’t matter how good your product is, if you don’t relate to your customers and go that extra mile to serve and impress them as individuals; your marketing strategy is very misguided and outdated! Consumers want relationships with companies, as long as they are relevant!
June 23rd, 2008 at 7:20 pm
I didn’t agree with you first, but last paragraph makes sense for me…
August 22nd, 2008 at 6:10 pm
Consumers appreciate having a pleasant experience when buying a product. It is important to understand that the customer is looking for the most from their purchases including the lowest prices around. If you can provide a great consumer experience then the consumer will spend a little bit more for your product, if your product is not the lowest priced product in the market.
August 23rd, 2008 at 11:45 am
The experience is as important as the product, particularly in retail, put the same dress in a bargain basement shop and in a shop that cost £100,000 to fit out, the difference is huge. The same dress will take six months to sell at £20 in the bargin shop, but in the sleek high street sore, it will probably fetch over £100 and take a quarter of the time to shift, why, because its the image of the product that is critical, ok, the dress has to look good too, but the image and buying experience is created by the store and it’s tone. A ex girl friend really liked my cutlery , whanted to rush out and buy a set that day, when she found I bought them at B&Q (a DIY shop) she instantly lost interest. If you want to make money selling consumer products particularly to woman, make sure the buying experience and brand is right,
August 23rd, 2008 at 2:17 pm
I spend my earlier career in retail, took me at least seven or eight goes before i got the shopping environment right, well worth it in the end, secret is to not too tight on your shop fitting budget. High rents and local taxes are the biggest problem in retail
August 30th, 2008 at 12:26 pm
For me I wouldm’t make a distinction between experience and product - they are one single total package and not really separable. The product features will definiitely have an impact on the customer’s experience be it positive or negative.
September 2nd, 2008 at 5:56 pm
It is definitely true that the customers give importance to the experience, but the quality of the product is also important. I would never buy the product which I did not like, no matter how well I was treated while buying the product. So in my opinion both product and experience are equally important.
September 4th, 2008 at 10:57 pm
I agree with the one user above that quality and experience are at the same importance.The customer always looks at the quality of the product he is buying but if the experience is not good he will not choose the same company again.
September 8th, 2008 at 1:07 pm
I think the post doesn’t really say that customer service is more important than an inferior product, according to me it talks about whether one would be willing to pay more for the same prodcut at a place where you get a better service? Or would you bear the inconvinience and look for a cheaper deal ? I for one always look for friendly staff first and always go back to the stores that have treated me well even if they are a bit expensive. A good salesman can make your day while a rude one can take you off shopping completely.
September 9th, 2008 at 10:21 am
I agree with Nigel. The quality of the products is most important. Providing good products will increase your reputation too. However, this point don’t guarantee that the consumers will buy your products
or services. This should comes with another P’s as state above. If the 7P’s are fulfilled, I think consumers don’t have any reason to say “no” to your business except their didn’t have enough budget.
September 16th, 2008 at 10:22 am
It is my belief that yes, the customer experience is more important than the product itself as long as the product is of a reasonable standard and not overly expensive. When it comes to large expenditures such as buying cars or property I am then inclined to agree with Nigel and Daniel, quality is of far more importance!
September 17th, 2008 at 11:51 am
I think customer experience with the product is most important thing in building trust, loyalty, making the people buy product of that company again, spreading a good influence on the society about the company.
September 17th, 2008 at 4:47 pm
Sometimes good service, friendly atmosphere might make up for a bit lessen product. Consumers love to feel taken care of, and really appritiate these little pluses. Quality is important, but little extras can make the difference when there is two atherwise similar product to choose.
September 24th, 2008 at 5:20 am
I’m in total of agreement about the need to create trust and loyalty in a company’s customers.
With the amount of competition out there in most markets, you need a way to differentiate yourself from your competitors.
Giving out gifts and other promotional goods are a good way to do just that.
And more customer loyalty equals more profit, so investing in this area seems like a good idea to me.
September 30th, 2008 at 12:06 pm
Stan, your example is good. But I believe that a nice blender of quality of the product and the good experience for the customer is important for a good business.
Because eventhough if a shop provides a best product but insults the customer or makes the customer to wait for a long time, the customer will not come back to the shop again. Also even one treats the customer well, but fails to produce a good quality, then also the customer is not going to return back to the same shop. Also will not recommend that shop to others.
So the idea is to give both a good customer experience as well as quality products for the customers.
October 3rd, 2008 at 4:28 pm
A healthy balance between the two is essential to me. If I’ve been treated quite well by the associates, only to get an inferior product, I suppose I feel that they’ve tried to scam me or pull the woll over my eyes. On the other hand, even if I get a supperior product, in this day and age, it’s not exactly hard to get quality products at a similar price on the internet. The differentiation is the level of service. At a minimum, I expect prompt, efficient service. I’ve bought products where I paid, had no interaction, but got the product fast! I was quite happy with those transactions. Of course, without the interaction I wasn’t exactly likely to remember who I bought it from. It’s those people who go that extra step and send a thank you note, or a token gift at a later point, that get me back.
I recall one person in particular, who I’d purchased something from on ebay. Around christmas time, she sent out christmas cards personally hand written. Now I’m no fool, I know they were probably handwritten by somebody else, but it was a nice touch, and I ended up looking at her ebay store again. It’s that kind of service that can make the difference.
November 7th, 2008 at 1:38 pm
in my opinion both are very important for any enterprise to stand out on top. Don’t compromise on anything, customer service is also equally important and also the product. the ratio should be like 50:50
November 7th, 2008 at 2:39 pm
It depends. Let me try to explain in brief.
For example your’s is a cloth manufacturing firm, then all you need to concentrate is on the Product.
And when that product goes into market through retail stores, the store managers have to concentrate on the ‘consumer experience’.
I’m never going to buy an item at a unfriendly store how ever good might be the brand.
November 17th, 2008 at 6:07 pm
I think it’s all about customer experience. I can’t tell you how many times I have stayed with a company through product problems because they had such kind, attentive customer service. I will always pay extra for a business that knows how to treat me.