Trade Leader’s Guide: ADR in Customer Experience - Part 1

Every self-respecting company knows what a Customer Experience is. It is a whole science. Whether a company has an online store, retail stores, an information site or something else - it always realizes how the customer feels when he enters its territory, be it physical or virtual. In order for the customers to return and repeat the purchase, they must experience positive emotions at every stage of their service, their experience must be good, at best memorable.

The good customer experience

According to Joseph Pine and James Gilmore's Experience Economy Theory, the best marketers offer not just service, not even just an experience, but a memorable experience. Then customers want to experience it again, talk about it, attract other customers.

Why do we care so much about customer experiences that we try and make them memorable?

Trends for 2021, especially after the Covid pandemic, show that the customer experience is more important now than ever. Here are some statistics:

  • 59% of customers say that the customer experience is more important to them when making purchasing decisions by a company, and 38% retain this view before the pandemic.
  • 86% of customers tend to pay more for a better customer experience.

Customer service is the strongest feature of the brands in 2020 and is expected to be so in the future.

  • The customers who give the highest rating for customer experience of a company spend 140% more and remain loyal to the company for up to 6 years.
  • 49% of customers are prone to impulse purchases if they have had a personal customer experience with the company.

On the other hand, the impact of a poor customer experience can be quite painful for the trader.

Read about the difference between experience and service, as well as bad customer experiences and ways to deal with them in Part 2 of this post.

Follow the next publications from this series, dedicated to the best practices in dealing with complaints, from the section "Trade Leaders' Guide" on the NEWS page of, as well as in the profiles of NAIS on LinkedIn and Facebook. In the next publication we will look at the problems related to technical systems, process management and the delegation of rights and responsibilities, or in short, problems related to the internal organization.



Published on 25.10.2021 Back to news