Consumers want to buy from brands that provide a human experience. Often, consumers will continue to buy from a brand, not only because they like their products better, but because they had a positive experience with it.
And businesses have taken note of it. In a Gartner survey; 89% of businesses said they expect to compete mainly on the basis of customer experience.
HubSpot defines customer experience strategy in this way: If customer experience (CX) refers to the sum of every interaction a customer has with a business, both pre- and post-sale, the customer experience strategy defines the actionable plans in place to deliver a positive, meaningful experience across those interactions.
If customer experience is so important to consumers, customer experience strategy should be equally important to your brand. An advergame will help you deliver a positive, unique customer experience that will increase sales and customer loyalty.
The importance of your customer experience strategy
It’s crucial to have a customer experience strategy which is consistent throughout the entire sales process. Customers will take every interaction with your brand into account, so slipping up anywhere in the pre-sale or post-sale stages is unacceptable.
Positive customer experience increases retention
Brands that improve their customer experience increase their revenue by 10-15%. Mostly, it’s because customer experience is becoming an increasingly important factor in customer retention.
86% of consumers are likely to repurchase from a brand if they have an excellent customer experience. By improving your customer experience strategy, you’re upgrading a crucial factor in customer retention and sales.
Positive customer experience increases positive word of mouth
Turning your customers into your fans is an incredible marketing and sales tool. Not only will loyal customers repurchase from your stores, but they’ll also promote your brand.
72% of customers will share a positive experience with 6 or more people. Make your customers happy, and they’ll reward you by relaying the experiences to the people they know. And the message is better coming from them than from you. People are 90% more likely to trust and buy from a brand if a friend recommended it.
The power of word of mouth is a bit intimidating because it appears like so much is out of your brand’s control, but really, it’s amazing. Focus on delighting your customers, and they’ll do a lot of your marketing for you.
How games fit customer experience preferences
Games build a consistent brand image
As customer experience is becoming an increasingly important factor in purchasing decisions, omnichannel communication is becoming increasingly important, as well. Consumers want to have an ongoing relationship with brands, and they want it to be delightful and consistent.
Every channel should accurately reflect your brand’s personality. If you build your advergame around your brand, you can solidify your brand’s image. Advergames can increase brand awareness by using brand-specific music, colors, products, and game mission.
You can use screenshots from your game as visual images on social media. You’ll have ready to use, captivating content ready to share with your followers. Leverage the ability of games to represent your brand.
Games embrace technological preferences
The mobile experience is very important to customers when weighing a brand’s customer experience strategy. A mobile game is a fun and effective way to keep the relationship going between your customers and your brand.
A mobile game allows players to interact with your brand anytime, anywhere, and at any phase of the sales process. It’s a customer experience gift that keeps on giving. Even when customers don’t win discounted products, they still can win in-game rewards and get the fun experience games provide.
Advergames also use location-based alerts that offer consumers a reward for downloading and playing your game. In one survey, 80% of consumers said they want these location-based alerts. It combines discounts, which everyone loves, with the mobile experience, which is gaining importance.
People love games, so they’ll love your brand
There are over 203 million mobile gamers in the U.S. because people love games. They’re an amazing way to escape from the mundane world most consumers are used to.
Most people view shopping as just another boring activity, but you can change that. By adding a game to the customer’s purchasing experience, you delight the customer and put your brand in a much better position to succeed.
One of our recent games showed how adding an advergame to our client’s loyalty app helped increase likability. In the month before the game was released, the brand only had 85 5-star reviews. In the first month of the game being launched, the brand received 426 5-star reviews. Customers fell in love with the brand and showed it.
The game also helped increase engagement. 54% of loyalty memberships in the U.S. are inactive, so we aren’t surprised when potential clients name loyalty app participation as a needed improvement.
Our client was the same way until the game was launched. 28-day app retention was 6 times higher among players than non-players. Not to mention, players checked in double the number of times, and for twice the amount each session, than non-players.
Customer experience is an important factor in your brand’s image and sales. Businesses realize the importance and are making the changes to reflect it. Don’t fall behind and let them steal your customers’ love. Instead, spring forward ahead of them by building an advergame that represents your brand.
To better know what building a game around a brand looks like, request a free demo, and we’ll be happy to show you.