As an avid runner (I log 6 miles/day, 6 days/week), I’ve been a loyal customer of True treadmills for more than a decade for one simple reason – they deliver a consistently flawless customer experience.
In addition to delivering highly advanced, reliable and durable fitness equipment, they take their core competency to a new level by making it so easy to do business with them. Whether you walk into a dealer or order online, their sales reps are highly knowledgeable. Once you are a customer, their support staff is sharply focused on resolving issues quickly and easily. From start to finish, it is a great experience.
That’s why they have earned my loyalty for as long as my body can continue to run and I’m willing to pay more (and probably do) for the True experience. Recent research from the Temkin Group suggests my True experience is a growing, cross-industry trend. A great customer experience drives customer loyalty, translating into revenue, growth and market leadership for organizations that embrace it. According to the Temkin Group research on The Economics of Net Promoter, the business benefits of good customer experiences are hard to ignore:
- Retain/recover revenue: Compared to detractors, promoters are almost 6x as likely to forgive a company if it delivered a bad experience
- My True experience: I can’t imagine ever having a bad experience with True. However, if I did, I likely would consider it a minor glitch and it wouldn’t affect my buying decision.
- Increase share of wallet: Promoters are more than 5x likely to repurchase
- My True experience: I’m ready to buy my third True treadmill. I might even buy a True elliptical as well.
- Acquire new customers: Promoters are more than 2x likely to actually recommend a company
- My True experience: I’ve published a blog about it. Enough said.
Bottom line: Customer experience and customer loyalty matters. It matters to your employees, your business and your Board of Directors. Most importantly, it matters to your customers. Does customer experience matter to you? Tweet me @mhsargeant and let me know your thoughts.
Melissa Sargeant is senior director of Product Marketing for the Application Delivery business at CA Technologies. She is responsible for driving customer-focused initiatives related to DevOps challenges and opportunities and the company’s Application Delivery suite of offerings.