55% will pay more for a good experience

give customers certainty and uncertainty This is the first of five thoughts dealing with the core psychological needs of all consumers. Each one of these six needs represents an opportunity for business. This thought deals with certainty and uncertainty. Every consumer wants the certainty that they will be safe, comfortable, secure, protected and looked after. […]

give customers certainty and uncertainty This is the first of five thoughts dealing with the core psychological needs of all consumers. Each one of these six needs represents an opportunity for business. This thought deals with certainty and uncertainty. Every consumer wants the certainty that they will be safe, comfortable, secure, protected and looked after. All consumers want to know that the sun will rise, and their car will start tomorrow morning. They also want to know that when they shop, or engage with a business, the customer experience will be to their liking. Research undertaken in the United States found that 55% of consumers were prepared to pay more for a guaranteed high standard customer experience. These consumers want a good experience.  They also want this experience to be consistent and predictable – guaranteed. In a sense, this is the very definition of quality assurance. Certainty is so important…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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