Customer Success July 25, 2018 8 min read by Tim

15 Great Customer Experience Quotes and What They Can Teach You

15 Great Customer Experience Quotes and What They Can Teach You

Companies that provide poor customer service can lose up to $75 billion – all because their clients don’t get the satisfaction and experience they want, which is usually because no company department is assigned to manage this business aspect.

Don’t worry, though – while customer experience management (CEM) can seem complex and tough to understand, we’ve got you covered with valuable insights from the experts themselves.

Basically, we’ve put together a list of 15 customer experience quotes and did a quick analysis to showcase the key points.

1. Customers Are More Than a Source of Income

“It is not the employer who pays the wages. Employers only handle the money ... It is the customer who pays the wages." - Henry Ford
“It is not the employer who pays the wages. Employers only handle the money … It is the customer who pays the wages.” – Henry Ford

Customers might not be your “real” business partners, but thinking of them as associates can go a long way. After all, without them, how can you say you have a business?

How does that translate to customer experience? Well, if you have this mindset, it will be easier for you to understand why you need to go the extra mile to ensure customers are fully satisfied and happy with your brand.

For example, instead of just sending a client a standard, bot-like reply to their email or support request, make sure they receive a personalized message – one that addresses them by name. Don’t forget – around 70% of consumers want more personalized experiences.

2. Customer Experience Is the True Brand Differentiator

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” - Jeff Bezos
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” – Jeff Bezos

This is actually one of those quotes on customer experience that kind of predicted the future in a way. What we mean by that is that, according to research, customer experience will end up overtaking price and product as the main brand differentiator by 2020.

This shouldn’t be that much of a surprise, though. Given the fierce competition nowadays – regardless of the industry – one of the best ways to stand out from other companies is to focus on offering a unique, top-notch customer experience – not just amazing products and attractive prices.

And when you consider how Amazon is known to offer some of the best customer service out there, it’s not hard to see how high customer satisfaction can be associated with a successful company.

3. Negative Reviews Aren’t Just “Complaints”

“Your most unhappy customers are your greatest source of learning." - Bill Gates
“Your most unhappy customers are your greatest source of learning.” – Bill Gates

The amount of complaints or negative reviews your business might get aren’t just some things you need to counter with positive reviews or downplay. They are actual insight and feedback you need to consider and share with everyone in your company.

Why? So that you can improve your services, branding, and products based on this info. Don’t forget – happy customers won’t always tell you what you need to improve to deliver a better experience, but you can rest assured unhappy customers will give you plenty of info to work with.

4. Customer Experience Must Be the Core of Your Strategy

“You’ve got to start with the customer experience and work back toward the technology, not the other way around.” - Steve Jobs
“You’ve got to start with the customer experience and work back toward the technology, not the other way around.” – Steve Jobs

Whether you are new on the market trying to make your way, or an established business striving for improvements, a considerate approach towards developing a sustainable customer experience strategy can help you outperform the competition. Industry leaders like Apple have reinvented customer service so that each touchpoint of the customer journey is carefully managed and its clients feel truly valued.

Your business strategy should always be a “customer-first” one. The tech (your products and services) should come second in the sense that they need to be built around the ideal customer experience.

And this isn’t just speculation – according to research, around 55% of consumers would be willing to pay more to get a better customer experience. As you learn how to communicate with clients on their terms and capture valuable data along the way, you’ll be able to better handle customer expectations and make informed decisions about the required improvements.

5. Unhappy Customers Shouldn’t Be Underestimated

“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” - Jeff Bezos
“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” – Jeff Bezos

Jeff Bezos pops up again because he is spot-on when it comes to this type of advice, and he offers some of the best quotes about customer experience out there.

In this case, he makes it clear just how much of an impact customer experience has on how people can perceive your brand. An unhappy client is likely to tell up to 9-15 people about the experience they had, for example.

Yes, that’s a bit “far” from the “6,000” people Bezos mentioned, but consider this – what if that one customer that complains has a huge social media following? If their post goes viral, it’s safe to say that over 6,000 people will see that.

All of this just points to how vital it is to offer so good customer service that people won’t have anything serious to complain about.

6. Keeping Pace with Clients Is Mandatory

“Innovation needs to be part of your culture. Customers are transforming faster than we are, and if we don’t catch up, we’re in trouble.” - Ian Schafer
“Innovation needs to be part of your culture. Customers are transforming faster than we are, and if we don’t catch up, we’re in trouble.” – Ian Schafer

A great customer experience quote, and one whose message is sadly often overlooked. Basically, what Ian Schafer is saying is that you need to have someone (or a department) in charge of monitoring how consumer demands are evolving – so that your brand can offer them what they want.

Look around – everything is changing faster than ever. With the advent of computing, mobile, the wide range of communication and information sources, customer perspectives are in a constant transition. As a result, they expect that the available technologies will bring a more personalized and intuitive experience.

Thus, innovations are meant to become part of the business culture as clients will always demand “the next best thing” on the market. Keeping up with customer expectations by offering creative and innovative solutions is the way to go forward since good customer experiences are always translating into greater enthusiasm for the provided products.

7. Go Above and Beyond to Treat Your Clients Right

“Courteous treatment will make a customer a walking advertisement.” — James Cash Penney
“Courteous treatment will make a customer a walking advertisement.” — James Cash Penney

Essentially, a happy customer is a good source of word of mouth advertising. It seems that just one satisfied client is likely to tell up to 9 people about their experience. And if your brand is also known for its good customer service, you’d be able to charge more for your products/services since 86% of consumers would be okay with it.

Oh, and whenever you make a mistake, don’t just offer your customers a refund or a free product. Go the extra mile and throw in a proper, personalized apology too – one that doesn’t sound like it’s coming from a bot, ideally. Apparently, when customers receive monetary compensation, their satisfaction levels hover around 37%. When you add an apology as well, the satisfaction rate goes up to 74%!

8. Negative Reviews Can Potentially Ruin Your Brand

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” — Warren Buffett
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” — Warren Buffett

We already went through a few quotes that mentioned negative reviews, but Warren hits the nail on the head in terms of how dangerous negative reviews can be for a business. And he’s not just saying that – here are some statistics to consider:

So what’s the lesson here? While “damage control” can help you deal with negative reviews, you should first and foremost offer services so good that customers just don’t feel like leaving an outright negative review if they encounter an issue.

Even when a client leaves a bad review, try changing their mind and getting them to adjust it. And if that’s not possible, make sure you reply to the review in a courteous manner, and that you thank the customer for it – sincerely, of course.

9. Impersonal Customer Experiences Will Get You Nowhere

“If you don’t care, your customer never will.” - Marlene Blaszczyk
“If you don’t care, your customer never will.” – Marlene Blaszczyk

Offering modern consumers convenience and straightforward, quality services is great, but not enough. The customer’s interaction with your brand needs to make them feel something (ideally satisfaction, happiness, or content) too – whether it’s when they’re reading your website copy, chatting with a customer rep, or using your products/services.

After all, according to statistics, approximately 70% of the buying experiences are based on how consumers feel they are being treated.

10. Happy Employees = Happy Customers

“If we consistently exceed the expectations of employees, they will consistently exceed the expectations of our customers.” - Shep Hyken
“If we consistently exceed the expectations of employees, they will consistently exceed the expectations of our customers.” – Shep Hyken

Making sure your employees are happy and engaged at work will do wonders for customer satisfaction. It’s not hard to see why. Happy employees will be more likely to give it their best, and their interactions with clients won’t feel forced or like they’re just for show – instead, they will feel truly genuine.

And all of that is backed by data:

  • Happy employees produce 37% more sales.
  • Happy employees are 12% more productive.
  • Companies with happy employees outperform the competition by 20%.

11. Always Research Your Customers’ Needs First

“Don’t find customers for your products, find products for your customers.” - Seth Godin
“Don’t find customers for your products, find products for your customers.” – Seth Godin

One of the best customer experience quotes out there. The premise is pretty simple – you don’t develop a product or put together a service first, and only focus on finding an audience later. Finding potential customers comes first, and you will tailor your products/services according to their needs afterward.

Let’s face it – no matter how great a product/service is, what value does it have if nobody wants or needs it?

Customers generally have pain points (issues you can help them out with). Focusing on those pain points is the best way to find a solution (product/service) people will want to pay for. That will also help you better understand your customers’ perspective, and develop highly targeted services/products.

Besides the importance of market research, Godin’s quote also highlights how important it is to focus on problems, solutions, and facts, not on features.

12. Customer Experience Is Directly Tied to Consumer Loyalty

“CXM = The art and science of coaxing lifetime loyalty from daily transactions.” - Steve Curtin
“CXM = The art and science of coaxing lifetime loyalty from daily transactions.” – Steve Curtin

First, CXM is the same as CEM – it’s just spelled differently. With that out of the way, this is a great quote you should always remember if you ever have doubts about how much CEM impacts your customer retention rates.

After all, if a customer has a pleasant experience with your brand and customer service, they are much more likely to stick with your company.

But don’t just take our and Steve’s word for it. According to statistics, 86% of consumers are likely to repurchase from a brand that offers what they deem as being “excellent customer experience.” Also, a customer is 4 times more likely to purchase from a competitor if they are having an issue related to customer service – not pricing or products.

13. Investing in Customer Experience Pays Off

“Customer experience isn’t an expense. Managing customer experience bolsters your brand.” - Stan Phelps
“Customer experience isn’t an expense. Managing customer experience bolsters your brand.” – Stan Phelps

Now, we’re not saying that CEM will be entirely free. Depending on your goals, you will have to set some money aside for CEM – whether we’re talking about paying for overtime, hiring more people, replacing products, or setting up a monetary compensation fund for upset customers.

However, that investment is worth it. We’ve already discussed how great customer experience makes customers willing to pay more for your services/products, how it improves customer retention, and how it can enhance your brand’s visibility online.

So, let’s talk about what kind of ROI you might be looking at with CEM:

  • Attracting new customers will cost 5 times more than retaining current clients.
  • The average consumer will spend up to 67% more on your products/services in his/her 3rd year as a customer of your brand than their first year.
  • The average global value of a lost client is approximately $243.
  • 20% of customers of a given company are the source of 80% of said company’s profits.

14. The Internet Makes It Easier for People to Leave Your Brand

“In the world of Internet Customer Service, it’s important to remember your competitor is only one mouse click away.” - Douglas Alexander Warner
“In the world of Internet Customer Service, it’s important to remember your competitor is only one mouse click away.” – Douglas Alexander Warner

As harsh as the message of this quote might be, it’s definitely grounded in reality. According to research, around 70% of consumers say that technology has made it easier than ever to take their business elsewhere.

And that’s not really surprising – the Internet gives people access to tons of business alternatives. All the more reason to make sure you are offering your customers the experience, products/services, and support they deserve. Give it your best to make sure they aren’t tempted to check out other search engine results.

15. Feedback Isn’t a One-Time Thing

“I think it's very important to have a feedback loop, where you're constantly thinking about what you've done and how you could be doing it better.” - Elon Musk
“I think it’s very important to have a feedback loop, where you’re constantly thinking about what you’ve done and how you could be doing it better.” – Elon Musk

A good customer experience quote that illustrates it’s not enough to just collect feedback a few times, and call it a day. Doing that won’t help you and your employees learn exactly how happy consumers are with your brand in general, and what you can do to improve that.

Like Elon Musk said, feedback needs to be a loop – a continuous process. You need to keep collecting it, analyzing it, improving your services/products based on the data, and start over again.

What’s more, you need to time the moments when you collect feedback to do it at critical stages during the customer lifecycle. It’s as important to ask clients for feedback when they make a purchase as it is when they sign up or make an account. The same goes for following up with feedback requests after a purchase has been made to see how pleased customers are with your services/products.

What’s the Best Way to Collect Feedback Anyway?

Monitoring the social media channels your customers are active on is a good start. Ideally, you should have at least one person responsible for doing this. You need to find out what consumers are saying about your brand (both positive and negative mentions), treat that as feedback, and act on it.

Checking reviews on your social media pages also helps, but you can gain more useful insights by looking up hashtags associated with your brand or market, or looking up key phrases from your branding copy and marketing messages + your company’s name too.

Besides social media, another smart way to collect relevant customer feedback is through NPS® (Net Promoter Score®) surveys.

If you’re not sure what they are or how they work, they’re basically one-question surveys that aim to find out how your customers feel about your services, products, and brand, and how likely they are to recommend those to their friends. NPS surveys can help you pinpoint which clients are loyal (Promoters), which are stagnating (Passives), and the ones you risk losing (Detractors).

Running NPS surveys during key customer lifecycle stages can also help you find out what specific issues you need to fix, and what measures you need to take to improve the customer experience people are having with your brand.

Best of all – running these kinds of surveys isn’t difficult at all. With a fully integrated platform like Retently, for example, you can easily customize, properly time your NPS surveys on multiple channels, segment the customers you want to target and set up automated NPS scenarios.

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