{"id":840,"date":"2022-12-14T11:55:19","date_gmt":"2022-12-14T10:55:19","guid":{"rendered":"https:\/\/apropos-audio.com\/?p=840"},"modified":"2026-04-30T15:44:31","modified_gmt":"2026-04-30T13:44:31","slug":"customer-experience-excellence","status":"publish","type":"post","link":"https:\/\/amilyone.com\/en\/customer-experience-excellence\/","title":{"rendered":"Customer Experience Excellence \u2013 the buzzword of the hour or old hat for audio marketing?"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"840\" class=\"elementor elementor-840\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cb19dc9 .elementor-widget-theme-post-content p:first-of-type::first-letter e-flex e-con-boxed e-con e-parent\" data-id=\"cb19dc9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7ea5433 elementor-widget elementor-widget-text-editor\" data-id=\"7ea5433\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>According to the results of a quick internet search, \u201ethe focus is on <strong>Customer Experience<\/strong> (CX) on the customer relationship and thus the <strong>Experience<\/strong> between a company and its customers. Every single interaction counts, no matter how brief \u2013 and even if it doesn\u2019t lead to a sale.\u201c*<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Every interaction, every touchpoint, creates specific perceptions and feelings in customers. This influences the customer experience. We've all had experiences with customer service \u2013 both good and not-so-good. Each one gradually shapes and ultimately influences a relationship with a company long-term. Companies generally have to constantly strike a balance between customer expectations and their own human and financial resources.<br \/><br \/>We used to call that \u201ecustomer service\u201c. Nowadays, \u201eCustomer Experience Excellence\u201c sounds cooler and more modern. But no matter what we call the child, it must not, as the saying goes, \u201efall down the well\u201c! Once the sum of a customer's experience turns negative, it becomes difficult for the company in question. Either the customer is lost as a result, or no new customers are gained in the first place. Unhappy customers switch to the competitor in the blink of an eye.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>However, significant investments in exceptional \u2013 that is, consistently excellent \u2013 customer experiences do pay off. Many companies that have been very successful with this strategy for years, across a wide range of industries, show us this. I'm thinking, for example, of brands like Singapore Airlines, AIDA Cruises, and SAP. Their secret is the emotional connection they forge with their customers. These customers feel taken seriously and valued at all times through the best service! In the B2B sector, what happens during direct interaction is particularly important. Is customer service perceived as competent and can it even be reached through the desired communication channel? If not, the customer gets annoyed, and the relationship account fills up with negative points.<br \/><br \/>No matter how high the quality of products and services, or how attractive their prices, if the customer experience doesn't align, sales will be lost at least in the medium term. Outstanding customer service, on the other hand, is a clear competitive advantage.<br \/><br \/><\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p><br \/><strong>The most common reasons for negative customer experiences:<br \/><\/strong><\/p>\n<p><!-- \/wp:paragraph --><!-- wp:list --><\/p>\n<ul><!-- wp:list-item -->\n<li>Lack of appreciation<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Long waiting times on the phone<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Rude and incompetent staff<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>No solutions to problems<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Too many different case officers<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>No redirection to the correct contact person\u00a0<\/li>\n<!-- \/wp:list-item --><\/ul>\n<p><!-- \/wp:list --><!-- wp:paragraph --><\/p>\n<p>Does your company ensure that these negative customer experiences do not happen? Do you know the touchpoints of your potential and existing contacts with your organisation, and do you know their expectations and ideas for a positive customer experience? If not, a thorough analysis is worthwhile.<br \/><br \/>What touchpoints between advertisers or agencies and your company can typically occur in audio marketing? Is it ensured that your clients receive the best possible sales experience at every single stage of the buying journey, from receiving marketing materials through the actual sales process to customer service after the sale? You should always review the following contact points with your advertisers and check for optimisation potential.<br \/><br \/><\/p>\n<p><!-- \/wp:paragraph --><!-- wp:list --><\/p>\n<ul><!-- wp:list-item -->\n<li>Social Media<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Search results on the web<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Visit the broadcaster's and\/or the marketing websites<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Contact via email or chatbot, letter<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Visit to the Radio House: Is there a route description? Parking spaces? Signposts?<br \/>Welcome screen at reception? Cloakroom? Seating in the waiting area?<br \/>Drinks selection? Writing materials and pens? Wi-Fi code in the conference room for guests?<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Trade fairs, networking events, radio station events<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Sales material<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Quotations, order confirmations, invoices<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Congratulatory cards, welcome letters, thank you letters<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Processes for meetings with advertisers and agencies, including with other departments within one's own company.<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Video conferencing<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Field visits<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Customer events<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>... specific points of contact with your company<br \/><br \/><\/li>\n<!-- \/wp:list-item --><\/ul>\n<p><!-- \/wp:list --><!-- wp:paragraph --><\/p>\n<p>Using the examples of \u201eVisit to the Radio Studio\u201c (see above) or \u201eTelephone\u201c as touchpoints, it becomes clear how many opportunities there are for poor, mediocre, or indeed excellent customer service in each case.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>\u00a0<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>\u00a0<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:list --><\/p>\n<ul><!-- wp:list-item -->\n<li><strong>Telephone call<\/strong><br \/>Where is the number communicated?<br \/>Is it subject to a charge?<br \/>When is the phone busy?<br \/>How competent and friendly are those who take calls?<br \/>Is the reception\/head office always kept up to date on the comings and goings, responsibilities, and availability of all employees?<br \/>Will landline phones be diverted to colleagues or mobile phones when you are away?<br \/>Is there an answering machine?<br \/>Who is responsible for listening and responding?<br \/>Is there an internal commitment to recall deadlines?<br \/>Is there a concept that prevents callers from being connected multiple times?<br \/>Is your own channel on hold?<br \/><br \/><\/li>\n<!-- \/wp:list-item --><\/ul>\n<p><!-- \/wp:list --><!-- wp:paragraph --><\/p>\n<p>Seemingly small things can already lead to customers feeling unappreciated. Many years ago, we once had a visit from the marketing department of a regional mineral water supplier at a broadcasting station. Everyone arrived on time, the reception greeting was friendly, and the conference room was invitingly prepared with snacks, drinks, notepads, and pens. When pouring the first glass for the guests, it became clear that the meeting would get off to the wrong start: we had subscribed to the station\u2019s drinks supplier for the competitor's mineral water brand, and this was also on the table that day.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>If we had gone to the trouble of sending someone to the nearest supermarket to buy our guests' preferred brand, it would certainly have been received more positively.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>Pitfalls can also easily arise in the following cases:<br \/><br \/><\/p>\n<p><!-- \/wp:paragraph --><!-- wp:list --><\/p>\n<ul><!-- wp:list-item -->\n<li>Complaints<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Customer accounting inquiries<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Press releases from advertisers<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Spot productions about further service providers<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Emergencies outside of 9-to-5 hours, e.g. at weekends<\/li>\n<!-- \/wp:list-item --><\/ul>\n<p><!-- \/wp:list --><!-- wp:paragraph --><\/p>\n<p>Creating a visual map of your customers' typical buying journey helps to ensure no touchpoints are missed, potential pain points are uncovered, and then ideas for your unique customer service can be gathered.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:group {\"style\":{\"color\":{\"background\":\"#abb7c200\"}},\"layout\":{\"type\":\"constrained\"}} --><\/p>\n<div class=\"wp-block-group has-background\" style=\"background-color: #abb7c200;\"><!-- wp:paragraph -->\n<p><strong>Criteria for your customer experience should be:<\/strong><\/p>\n<!-- \/wp:paragraph --><!-- wp:list {\"ordered\":true,\"type\":\"1\"} -->\n<ol type=\"1\"><!-- wp:list-item -->\n<li>Reaction rate<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Response capability<\/li>\n<!-- \/wp:list-item --><!-- wp:list-item -->\n<li>Customer focus<\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list --><\/div>\n<p><!-- \/wp:group --><!-- wp:paragraph --><\/p>\n<p><br \/>Your team should formulate expectations for your own service and the experiences that potential and existing customers should have with your organisation. These should be realistic and affordable.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>It's not always possible to exceed expectations at every touchpoint. However, obvious gaps and errors must be rectified. If you then succeed in implementing new service ideas at one or two points, or in offering customers an exceptional or new, positive experience, you will increase your competitive advantage. An analysis of competitors and a customer survey will help you get there.<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph --><\/p>\n<p>The current buzzword <strong>Excellence in Customer Experience <\/strong>For me, it's neither a revolutionary development in marketing\/sales nor \u201eold hat\u201c. An excellent customer experience has always been a crucial building block for business success, and it will always remain so! If anything has changed, it's at most the increased expectations of customers. Focusing on this topic is definitely worthwhile.<br \/><br \/><\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph {\"fontSize\":\"small\"} --><\/p>\n<p class=\"has-small-font-size\">Sources<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:paragraph {\"fontSize\":\"small\"} --><\/p>\n<p class=\"has-small-font-size\"><a>Google search results for \u201ecustomer experience excellence definition\u201d: <\/a><a href=\"https:\/\/www.handelsblatt.com\/adv\/firmen\/customer-excellence.html#:~:text=Customer%20Excellence%20beschreibt%20das%20authentische,dann%20eine%20optimale%20Customer%20Experience\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.handelsblatt.com\/adv\/firmen\/customer-excellence.html#:~:text=Customer%20Excellence%20beschreibt%20das%20authentische,dann%20eine%20optimale%20Customer%20Experience<\/a>.<br \/>https:\/\/blog.yuutel.at\/emotionale-kundenbindung<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:spacer {\"height\":\"50px\"} --><\/p>\n<p><!-- \/wp:spacer --><!-- wp:heading {\"textAlign\":\"center\",\"level\":4} --><\/p>\n<p class=\"has-text-align-center\" style=\"text-align: left;\"><strong>Yours, Andrea Anders<\/strong><\/p>\n<p><!-- \/wp:heading --><!-- wp:spacer {\"height\":\"34px\"} --><\/p>\n<p class=\"has-text-align-center\">\u00a0<\/p>\n<p><!-- \/wp:paragraph --><!-- wp:separator {\"opacity\":\"css\"} --><\/p>\n<hr class=\"wp-block-separator has-css-opacity\" \/>\n<p><!-- \/wp:separator --><!-- wp:spacer {\"height\":\"30px\"} --><\/p>\n<div class=\"wp-block-spacer\" style=\"height: 30px;\" aria-hidden=\"true\">\u00a0<\/div>\n<p><!-- \/wp:spacer --><!-- wp:paragraph {\"align\":\"center\"} --><\/p>\n<p class=\"has-text-align-center\"><strong>These posts might interest you<\/strong><\/p>\n<p><!-- \/wp:paragraph --><!-- wp:spacer {\"height\":\"30px\"} --><\/p>\n<div class=\"wp-block-spacer\" style=\"height: 30px;\" aria-hidden=\"true\">\u00a0<\/div>\n<p><!-- \/wp:spacer --><!-- wp:columns --><\/p>\n<div class=\"wp-block-columns\"><!-- wp:column 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https:\/\/amilyone.com\/wp-content\/uploads\/2022\/08\/Blog_KW33-300x200.png 300w, https:\/\/amilyone.com\/wp-content\/uploads\/2022\/08\/Blog_KW33-768x512.png 768w, https:\/\/amilyone.com\/wp-content\/uploads\/2022\/08\/Blog_KW33-18x12.png 18w, https:\/\/amilyone.com\/wp-content\/uploads\/2022\/08\/Blog_KW33.png 1274w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>According to the result of a quick internet search, \u201eCustomer Experience (CX) focuses on...\"<\/p>","protected":false},"author":7,"featured_media":851,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-840","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-allgemein"],"_links":{"self":[{"href":"https:\/\/amilyone.com\/en\/wp-json\/wp\/v2\/posts\/840","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/amilyone.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/amilyone.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/amilyone.com\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/amilyone.com\/en\/wp-json\/wp\/v2\/comments?post=840"}],"version-history":[{"count":9,"href":"https:\/\/amilyone.com\/en\/wp-json\/wp\/v2\/posts\/840\/revisions"}],"predecessor-version":[{"id":6145,"href":"https:\/\/amilyone.com\/en\/wp-json\/wp\/v2\/posts\/840\/revisions\/6145"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/amilyone.com\/en\/wp-json\/wp\/v2\/media\/851"}],"wp:attachment":[{"href":"https:\/\/amilyone.com\/en\/wp-json\/wp\/v2\/media?parent=840"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/amilyone.com\/en\/wp-json\/wp\/v2\/categories?post=840"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/amilyone.com\/en\/wp-json\/wp\/v2\/tags?post=840"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}