How customer experience drives business growth

20 Aug. 2019 - - Total Reads 463

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: 463

Share this

Go on, see if you can challenge us on "How customer experience drives business growth" - Part of our 162 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

RMIT University
CAN
Smh
Tek Ocean
Acquia Drupal Certification
21st Century Education Agency
131 Pizza
Grow Rich
Dial Before You Dig
Eway
Brisbane Times
Switzer
Focus On Furniture
Jalna
Microsoft-certified-azure-fundamentals
Tony and Guy
Telstra
tribe
TSB
Google
The Burger Cheese
Bondi Sands
Sports Power
Palace Cinemas
Melrose MCT
Shell
Dinosaur Designs
Scrum
Dusa
Elucent
National Relay Services
Movember
MyAccount
Engineers Without Borders
Moov Head Lice
Hairhouse Warehouse
Smart Company
GPT Group
DepSkin.com
Amino Active
Marshall White
Watches of Switzerland
Engine Swim
Rackspace
Madman Entertainment
SunSense Digital Agency
Positive Poster
POSTER Magazine
OJAY
Fed Square
Anthill
Green St Juice
Arthur Galan
CBRE
Mamma Lucia
Novvi
Toy World
Arc One
Loan Market
QV Skincare
Iso 9001 2015
CSquared Executive
Vendor Advocacy Australia
One Shift
Uber
Liveoneday
University of Melbourne
Chia
Melbourne Heart
Drupal
BlackMores
Ello
Parker Lane
AC/DC
TPP
Grow Your Business
Australia Goverment
Victorian Government
Instant RockStar
Coles
Royal freemasons
Macmillan
Bintani
Maxine
Schiavello
Jetstar
Melrose Health
Grays Ecommerce
Rydges
Fresh Cheese Company
Appstore
Melbourne Central
Oracle
Fairfax Media
Etihad Stadium
Australian Physiotherapy Association
ADP Payroll
ISO Certified
Hanover
LBG Australia and New Zealand
Max
Crumpler
Castran Gilbert
DeeWhy Market
Nmiinsurance
Aqium Gel
Magento
Canberra
Bank of Cyprus
OMS
Forbes
iPrimus
Swin
vissf
Ebay
Tassal
Atlantic Group
Bigcommerce
MSAC
Unsw Australia
Viktoria + Woods
Bulk Nutrients
Magento Solution Specialist
Paypal
MAP
Van Egmond Group
Rock Pool Group
Kay Burton
News
High Street Armadale
Ego Pharmaceuticals
Metricon
Natralus Australia
The Age
GooglePlay
WTFN
abc
James Buyer Advocates
Digital Agency Panitsync
National Museum of Australia
Matchbox
White Suede
Fortune Institute
Ubertas Group

Testimonials

Thank you for all of your hard work in getting our beautiful Melrose website live today. Woohoo!From the incredible design, to all of the behind the scenes technical aspects, to making it all come together and managing all of our feedback. - Lucinda Hobson, Melrose Project Manager Thank you to each and everyone of you for your dedication and hard work in getting this live and running and for your continuous hard work over the week in ironing out the issues that come with a website launch. Kat Heath, Melrose Group Marketing Manager

More Testimonials
AndMine-Google-Partner-Signature