Marketing Experts Outline Ways To Create Positive Customer Experience In 2019
By Azeez Disu
As the year is fast winding down, marketing experts have called for customer centric approaches to ensure excellent customer experience which will continuously endear the customers to their brands.
The experts made this call at the second Annual Public Lecture held by the Ikeja chapter of National Institute of Marketing of Nigeria (NIMN) recently at Ikeja Business Club, Lagos. With the theme, “Creating a positive customer experience in 2019,” the keynote speaker, Prince Femi Oyewole, second Vice President of NIMN council, urged marketers to develop a clear consumer experience goal, create emotional connection with customers and review their Key Performance Indicator (KPI) while urging organizations to ensure that their marketing staffs are well trained. These, he pointed, will impact meaningfully on customer recruitment exercise.
Similarly, he stated that there are a lot of opportunities for marketers to take advantage of in 2019 considering, it is the year the general elections would hold and the emergence of new or returning government to power and the policies and projects that would be implemented. He, therefore, charged marketers to take advantage of the opportunities to serve customers better and ensure that every customer experience goes well.
Femi Oyewole who is also the CEO of Oska Royal Int’l Nigeria added that the reasons why businesses proactively manage and invest in customer experience are to improve customer retention at 42%, improve Customer Satisfaction at 33%, and increase cross –selling & Up-selling at 32%. He said addressing each of these reasons can positively impact bottom line revenue.
In the same vein, Lere Baale, CEO, Business School Netherlands, BSN-Nigeria, advised marketers to put value first in their marketing proposition. “Don’t burn bridges in the course of your operations, be careful of what they post on social media about politics especially during this electoral period and every organiz