smith+co on
customer experience
Shaun Smith
  • By Shaun Smith
  • Dec 19 2016

A Customer is Not Just For Christmas

thoughts on honest Christmas marketing

This morning I read that 7 in 10 shoppers never return to a store after a bad experience. The Market Force Information study also showed that the most common complaints included slow service, named by 68% of shoppers, unavailable items (52%) and unknowledgeable staff (50%).

“In reality, if your marketing & advertising is just about pushing sales at Christmas and your CX doesn’t back it up, your strategy is purely short term.” Shaun Smith

It seems that for some brands, their marketing efforts sign cheques that their CX cannot cash. In reality, if your marketing & advertising is just about pushing sales at Christmas and your CX doesn’t back it up, your strategy is purely short term. This is exactly why brands like John Lewis and Burberry see big wins, because for them; it is about creating and delivering a complete brand experience; not just an advert.

And it’s this chasm between what is marketed, and what is actually delivered, that inspired us to write ‘On Purpose’. Brands that we feature like Lush, John Lewis and Innocent understand that if you want customers for the long-term not just Christmas, the customer experience is just as important as the creative advertisements. And nowhere is this chasm more apparent than when customers call into your contact centre for after-sales support.

35 years ago the Dogs Trust came out with their iconic slogan, ‘A dog is for life, not just for Christmas’. We would do well to apply that same thinking to our customers.

For more thoughts on this subject, please check out my short video and don’t forget to join us for our London CX Masterclass on February 22nd at the Marriott Hotel, County Hall, Westminster Bridge Road.

Have a great Christmas!

Shaun Smith