put customer experience ahead of advertising Think about it long enough, and you will appreciate that an advertisement never sold anything. While an advertisement can develop awareness, build value into a brand, create a liking for a product, and generate enquiry, other factors such as product, price, availability, service, and the customer experience lead to […]

put customer experience ahead of advertising Think about it long enough, and you will appreciate that an advertisement never sold anything. While an advertisement can develop awareness, build value into a brand, create a liking for a product, and generate enquiry, other factors such as product, price, availability, service, and the customer experience lead to sales The impact of advertising on repeat sales and referral is even lower. These are almost entirely dependent on the product, price, availability, service, and the customer experience. The impact of advertising on the average sale per customer, and especially the impact on upselling and cross selling, is less again. This is almost entirely down to the factors noted above, as opposed to advertising, although point of sale may have some impact. Research by Genesys, reported in 2017, highlights the importance of customer service on purchase behaviour as follows: Improved customer retention – 42% Improved…