Customers are every business’s powerhouse. Without them, how would any business survive? Nowadays, everyone understands the importance of customers and their experience with a business. Those businesses that prioritize customers are reaping the benefits.

Customer experience (CX) can be defined as any interaction that your organization has with your customer, and it’s becoming top of mind within the C-suite at most businesses. In fact, Walker Information states that customer experience will overtake price and product as key brand differentiators by the end of 2020 and, according to Capgemini, 80% of consumers are willing to pay more for a better customer experience.

As humans, we're hardwired to demand storytelling. Traditional stories involve relatable characters achieving some degree of success or closure. We enjoy these stories because we can empathize with the plight of each main character and want them to be successful.

Word of mouth is an incredibly powerful tool when it comes to growing your customer base. In fact, Convince & Convert Consulting found that 83% of Americans are more likely to purchase a product or service from a company if they’ve received a recommendation from a friend or family member.

In today’s buying world, whether it be business-to-business (B2B) or business-to-consumer (B2C), customer expectations are changing.

Especially in a competitive market, today’s customers are placing more and more importance on how they experience a brand. They desire personalized interactions, dedicated service and connected experiences across all channels of communication. They now want to know what companies are doing for them beyond just providing great products.

An estimated 37% of marketers say that brand awareness is their main priority this year, but many don’t know where to start. Brand awareness isn’t like your traditional measurable metrics. In fact, it may seem like a vague concept that can be complicated to track—and you aren’t wrong. Luckily, you have free technology at your fingertips that’s sole purpose is to share information and engage with others that offers many trackable metrics—social media. The benefits of creating brand awareness among your audience are endless, especially when you factor in the impact of social media.

Whether you are buying services or products, you have hundreds of choices with whom you can do business with—and all of them are a click away on Google. 

As sellers struggle to pocket the dollars in their bank account, they will invest in gobs of money in sales and marketing, yet completely abstain from investing in the one thing that will drive more sales revenue than anything else: a defined and differentiated value proposition.