Why I pay $27 to work out (or the Power of Cx)
As I grow older, I admit, I've become a branded fitness enthusiast. What's branded fitness? Think fitness outlets with branded water bottles, unique brand colors, and premium pricing for the "brand experience."
Customer Experience (Cx) is being thrown around the business world and reaching buzzword status. A good product with a solid reason to believe and a consistent brand promise is no longer enough. It's about the entire experience—the ordering, unboxing, using, and disposing, plus the brand "tribe" you join.
The fitness world has long embraced this concept. In the early 2000s, Fitness First gyms emerged, offering branded merchandise, unique locker rooms, exclusive classes, and a community vibe. They evolved into Fitness First Platinum, providing laundry service, top-notch beauty services, and even more exclusive classes. The local no-frills gym couldn't compete, and people flocked to the Fitness First empire.
From the 2010s to now, the Fitness Cx journey has grown. You can enjoy a $20 branded smoothie at Barry's, track your digital heart rate at Orange Theory, try F45's tiny gym studios, or sport branded socks and water bottles at Kx Pilates.
Yes, exercise can be free, but why do I willingly pay over $100 a month for branded fitness? The answer lies in the power of Customer Experience. By offering a unique, personalized, and engaging experience, these brands create a sense of belonging and value that keeps us coming back for more.
Cx creates loyalty and advocacy: When you deliver an exceptional Cx, customers are more likely to return and recommend your brand to others. For example, think about Apple's sleek product designs, intuitive user interfaces, and top-notch customer support. These aspects create a loyal following of customers who eagerly anticipate new product releases.
Cx sets you apart from the competition: In today's crowded market, offering a unique and memorable customer experience can be a powerful differentiator. Let's take the example of a boutique hotel that offers personalized welcome gifts, custom itineraries, and exceptional service. These thoughtful touches create a lasting impression and set them apart from their competitors.
Cx drives customer satisfaction and revenue growth: A positive customer experience translates into higher customer satisfaction, which in turn leads to increased revenue. Take Amazon, for instance, whose commitment to fast shipping, easy returns, and exceptional customer service has helped them dominate the e-commerce space.
Cx helps you understand and anticipate customer needs: By focusing on Cx, you can better understand your customers' preferences and tailor your products and services accordingly. For example, Netflix uses customer data to recommend personalized content, ensuring a more enjoyable user experience.
Cx builds an emotional connection with your brand: Customers who have a strong emotional connection to a brand are more likely to become repeat customers and advocates. Consider the success of Starbucks, where the personalized service, unique atmosphere, and consistent quality create a sense of belonging that keeps customers coming back.
In conclusion, customer experience is the secret ingredient that can elevate your brand from good to great. By focusing on creating memorable experiences, understanding customer needs, and building emotional connections, you can foster loyalty, stand out from the competition, and drive long-term success.