Marketing In The Experience Economy

Rushenka Perera

There has been a clear shift in economics that has seen companies changing the way they do business and engaging with customers through enhanced services and experiences as part of the buying process. This transformation has partly been driven by online commerce and the imperative for businesses to differentiate from the competition. With more and more choices available to consumers, online searches are often the first step in researching potential purchases, which has made personalization, word-of-mouth, and online reviews crucial to the survival of many businesses.

This is symbolic of the experience economy that began with the likes of Yelp, eBay, and Amazon – all websites that operate on the basis of providing the buyer a personalized experience. An experience that more closely emulates a physical environment with appropriate product choice recommendations. One that actively asks for customer feedback and user reviews because of the lack of human interaction in a virtual setting. Given the wide range of possibilities of online shopping, businesses can compete with established bricks-and-mortar retailers based on the strength of consumer experiences and the reviews those satisfied customers leave online.

As we shift focus to one built around the buyer and the experience, marketing’s role needs to focus on customer-centricity and ensuring that customers (as well as prospective customers) have a unique and memorable experience that they will potentially share with others. Data from Dimensional Research has shown that 95% of dissatisfied customers tell others about their bad experience and 65% of consumers switch brands due to poor customer experience (Kolsky).

Experience management is the process of monitoring buyer interactions with a company in order to spot opportunities for improvement. This includes providing a more personalized experience to enhance customer-centricity, which demonstrates the power of understanding people’s thoughts and emotions. Experience data includes customer feedback, word-of-mouth, and consumer reviews.

Combining experience data with operational data from core business applications means organizations can make holistic decisions. It’s a better way to meet consumer expectations and deliver positive, memorable experiences.

While experiences have always been at the heart of some industries, such as entertainment, selling a positive if not entertaining experience has moved into other business sectors. This means companies need to look beyond their basic functions and provide an engaging experience that will distinguish their brand in the marketplace.

For example, in February SAP engaged in some marketing tactics that divided the Internet. Readers of The Wall Street Journal were greeted with a full-page advertisement that claimed to be “an open letter to anyone who will listen” allegedly written by a 36-year-old named Nick Vitale from Milltown, New Jersey. This “open letter” featured Vitale’s “constructive feedback” for various businesses, listing the joys and grievances he had for airlines, ride-sharing services, restaurants, and subscription services.

The ad began trending on Twitter with users hailing Vitale as a hero, since many shared his point of view. Readers found the letter relatable and it incited online discussion – however, the “open letter” was followed up by a full-page advertisement a few pages later that opened with “An open letter to Nick Vitale of Milltown, NJ.” It soon became evident that both full-page ads were part of an SAP campaign announcing the acquisition of Qualtrics.

The ad shows the importance of the experience economy and the human aspect of marketing. People are more inclined to listen to an average consumer compared to a major corporation, especially if that consumer offers something personal that resonates with other customers. Customer feedback is a powerful marketing tool. We need to take feedback and up our game to provide unique and memorable customer experiences that are compelling enough to be shared with others.

Find out why “Intelligent Enterprises Will Win In The New Experience Economy.”

This article originally appeared on LinkedIn Pulse.

Rushenka Perera

About Rushenka Perera

Rushenka is Head of Marketing at SAP ANZ.