How customer experience drives business growth

20 Aug. 2019 - - Total Reads 1,345

concert audience

When we design campaigns for digital marketing, there’s always a process that we follow to ensure its success. We think about the audience that we want to target and which platform we are going to use to reach the selected audience and when. We indeed think about the product or services that we are advertising – our goal is to increase sales. But the success of any campaign depends heavily in the choice of the right environment rather than the quality of the product. We have seen the exact same campaign fail in one environment and succeed in another.

Nowadays, it’s getting harder and harder to differentiate your business from competitors. While it’s important to consider the effective advantage, new product offerings, or competitiveness of your price, what has become a crucial point-of-difference is the experience you offer.

To simplify, we’ll go through this social experiment that Joshua Bell did back in 2007 (watch it here) to understand how the way we value things or the perceived quality of one product can easily change.

Joshua Bell is a famous violinist. In one of the images below he is playing his Stradivari from 1713, a violin worth 4 million dollars. The Boston Symphony Hall was sold out with the ‘cheap’ tickets being sold for about $100.

3 days after his successful performance, Joshua was asked by the Washington Post to participate in a social experiment. The idea was to put Joshua in a different environment and see the public’s reaction. Joshua Bell performed this time in a subway station in Washington DC dressed as a busker. He recreated the exact same performance at the Boston Symphony Hall with the same Stradivari violin, but this time the audience was the morning commuters in the station.

As you can imagine, the public didn’t keep quiet during his performance. Joshua made around $30 dollars and only 7 people stopped to listen.     

This experiment criticises our society’s behaviour towards buskers and reflects on the ‘rushed lives’ that we all have. When analysed from a marketing perspective, it says a lot about how products are sold.

If you think about it, everything was different. It wasn’t the right audience, it wasn’t the right time, it wasn’t the right place… 

Potential audience can’t judge or appreciate a product without context or branding. Although the product was the same, the customer experience wasn’t: the public didn’t pay hundreds of dollars to see him, neither were they sitting in a packed auditorium nor dressed up. The musician wasn’t on a stage. They hadn’t seen any advertising so they weren’t prepared / excited… All these made it difficult for the public to appreciate the product.

It’s safe to say that the difference between the two performances is the entire experience.  We can agree then, it’s not all about the product, but also the experience which could shape your product.

From this experiment, we’ve learned that being exceptionally good at something or selling it for the lowest price is not enough to succeed in business.

To sell a product you need have a planned strategy. This strategy should include which platform will be used to reach the target audience. In the end, both underlined concepts are just as important as the product.

Are you selling to the right people, at the right place and time, and through the right platform?

Sara Pardo
Posted by:

Post Reads: 1.3K

Share this

Go on, see if you can challenge us on "How customer experience drives business growth" - Part of our 168 services at AndMine. We are quick to respond but if you want to go direct, test us during office hours.

Add Your Comment

Trusted by

Elucent
street kitchen
CAN
CSquared Executive
Victorian Government
Forbes
Australia Goverment
High Street Armadale
Federation
Macmillan
Dinosaur Designs
Hanover
Swin
Rock Pool Group
Bintani
Oracle
Magento
Aqium Gel
White Suede
ISO Certified
LBG Australia and New Zealand
Naturtint
Parker Lane
Viktoria + Woods
Melrose Health
Ello
Ebay
Coles
Tony and Guy
Grainshaker
DeeWhy Market
Loan Market
TSB
WTFN
iPrimus
Smh
Brisbane Times
University of Melbourne
Arthur Galan
OMS
Celebrate health
Instant RockStar
Oakdale
The Burger Cheese
Associated Press
Maxine
Windsorsmith
McArthur Skincare
Green St Juice
OJAY
MSAC
James Buyer Advocates
ADP Payroll
Marshall White
Amino Active
Movember
MyAccount
Tassal
Florsheim
Chia
Xavier
Grow Your Business
Bigcommerce
POSTER Magazine
Sports Power
Drupal
Buy Aussie Now
RMIT University
Digital Agency Panitsync
Australian organic foods
131 Pizza
Wild Rhino Shoes
One Shift
Magento Solution Specialist
DepSkin.com
Ubertas Group
BCG
Grow Rich
Sunday creek
Van Egmond Group
GPT Group
Schiavello
Passage Foods
vissf
Tek Ocean
Canberra
TPP
Fast.co
SunSense Digital Agency
Focus On Furniture
tribe
Fairfax Media
Palace Cinemas
Moov Head Lice
Shell
Unsw Australia
Paypal
Ego Pharmaceuticals
Australian Physiotherapy Association
Arc One
Royal Freemasons
Appstore
Castran Gilbert
Jalna
Bank of Cyprus
Switzer
Uber
Matchbox
Vendor Advocacy Australia
Microsoft-Certified-Azure-Fundamentals
Beaumont
Nmiinsurance
Bondi Sands
21st Century Education Agency
Melbourne Heart
BlackMores
Rydges
Atlantic Group
Telstra
Heat Holders
Cronos Australia
Positive Poster
Mecca cosmetics
Kay Burton
Fed Square
Acquia Drupal Certification
Watches of Switzerland
Scrum
Engineers Without Borders
Anthill
Google
The Age
GooglePlay
Dusa
Rackspace
News
Professional
Smart Company
Eway
Bulk Nutrients
National Museum of Australia
Crumpler
AC/DC
Engine Swim
Fortune Institute
abc
Garmin
Toy World
QV Skincare
MAP
passage to india
Mamma Lucia
Liveoneday
Hairhouse Warehouse
Kadac
National Relay Services
Natralus Australia
Bostik
Novvi
Etihad Stadium
Max
Jetstar
Melbourne Central
Grays Ecommerce
Dial Before You Dig
CBRE
catholic insurance
Metricon
Madman Entertainment
Melrose MCT
Fresh Cheese Company

Testimonials

Metricon recently worked with AndMine on a major online brand promotion. We were impressed with AndMine’s thinking from concept stage through to campaign execution. We would not hesitate to brief AndMine again on future projects. Yvonne Abood, Marketing Manager, Metricon Homes

More Testimonials
AndMine-Google-Partner-Signature