It's natural to focus on the importance of prices and products to consumers, but experiences are changing everything. Emotions and values are changing consumers’ buying patterns and brand loyalty. The majority of consumers will take their emotional involvement into account before making a purchase.

Brands must work harder to make interactions memorable, and be sure to offer your customers something they'll never forget.

For companies and organisations looking to cultivate their relationships with customers, improving customer experience is a crucial component. Consumers are savvier than ever before and they demand excellent service. More than ever, they expect a lot from brands and services - personalisation, customisation, free delivery, easy returns - the list goes on and on. Companies and organisations need to listen and respond to the needs of their customers in order to improve their customer experience and, therefore, satisfaction.

This neat infographic from Chattermill explains exactly why customer experience is so important.

Check out our related article you’d like to know more about the metrics to measure customer experience.

Key customer experience statistics

• Customers are willing to pay 16% more if they get a great customer experience

• 32% of customers will walk away from a brand they love after just one bad customer experience

• 60% of marketers believe they are at a competitive disadvantage due to poor customer experience

• 90% of millennials prefer smartphones for customers interaction

Key customer experience

• Improving customer experience boosts customer loyalty and increases spend-per-customer

• Analyse customer data and feedback to address make-or-break issues for customers

• Consider investing in mobile-friendly experiences such as apps and chatbots