This Experience Gets Customers To Come Back

Reference: See here

This is kind of a trick question, and I'll explain why in just a moment. The top reasons customers come back to a business are:

That would seem like a winning combination, and it is. Customers will pay more for those three experiences. But not as much as another experience, and that is …

So, back to the trick question explanation. In our annual customer service and CX research (sponsored by RingCentral ), we survey more than 1,000 U.S. consumers with an audience weighted to the U.S. Census for age, gender, ethnicity and region. To ensure we get accurate information, we ask some questions in different ways to see if we get the same or different answers. The good news is that the answers are very consistent, which validates the findings. So, why then isn't convenience listed as No. 1? The answer is ambiguous. It is No. 1, depending on the question, but again, the percentage difference between the numbers is almost negligible.

In one version of the question, we asked respondents to prioritize different service experiences from a list. In another version we asked them to choose three favorites from a list. All answers to the four big reasons were very tight. When asked to choose from the list, convenience came in fourth. When asked to prioritize, convenience took the top spot.

These are just three examples of many I've shared since writing my book The Convenience Revolution . Convenience is a competitive differentiator. And the story gets better.