The Modern Double-Edged Sword

Modern Double-Edged Sword Marketing

We’ve all seen movies about the Middle Ages such as The Kingdom of Heaven or Excalibur, in which the valiant knight comes forth, sword held high, and attacks the embodiment of evil. The sword has long been a necessity of ancient warfare, and a representation of honor, power, and destruction.

The quality of the sword depends greatly on the quality of the metal and the workmanship1. If the metal is too flexible, it will become unusable. If it is too stiff, it might break2. It has to be just right.

Customer experience has become the modern double-edged sword in the business world – It has to be just right. Ultimately, you have to decide if what you are doing is hurting or helping your business.

The Ironclad Truth

Producing the right customer experience is extremely vital in today’s day and age. In a matter of minutes, a viral tweet can make or break a business or a brand.

The importance of having a positive customer experience is not limited to the online sphere. According to a poll conducted by Accenture Global Consumer Pulse Research3, 64% of consumers switched providers due to poor service. More than 80% of consumers that switched would have stayed if there had been a better resolution. According to the same study, the switching economy is estimated to be worth $6.2 trillion in revenue, globally. Accelerate your conversion rate optimization, and you will be winning in the conversion game!

Going into Battle

You want to provide top-notch customer experience, so where do you begin?

Simplicity. Simplicity.

Complexity no longer sells.  Apple, Inc. realized this back in the 80s when the company launched its clean and minimalistic image that has impacted businesses across many platforms and industries.

Make sure your website is clean and user-friendly, and that information is intuitive and easy to find. For conversion rate optimization, it is vital that the app or mobile-friendly version of your website is easily accessible via the appropriate medium. For example, Eventige was able to transition Tasty Vapor from a 3D Cart into BigCommerce, which created a simplified shopping experience for the customer – the conversion rate went from 2% to 8-9% on all traffic.Double-Edged-Sword2

Utilize Your Platforms

Imagine walking into a store and being greeted by the friendliest team you’ve ever encountered. Your favorite cookies are served, and your favorite music is being played. There is nowhere else you would rather shop.

Every customer should have that experience, regardless of the platform they are engaging with. If you have been neglecting your website, or your social media, or your blog, it is time to reinvent your touchpoints. Otherwise, your potential customers will keep walking past your store, offline and online.

Re-shape a Bad Experience

A customer left your business a bad review, or you received a complaint. Although a customer is 89% more likely to take their business to a competitor if they feel they received bad customer service5, all is not lost! There are plenty of ways to re-shape a bad experience if you are aware of the problem. Reach out to the person and make them feel understood. Offer free products, free services, or some type of compensation to make the customer feel valued and appreciated – which they are!

Ultimately, your company helps shape the perceptions and experiences of your customers. Take some time to evaluate whether the modern double-edged sword is helping, or hurting your business.

If you realize your current customer experience is hurting certain areas of your business, fill our your information on the bottom of this page, and find how we can reposition your conversion rate optimization for better success.


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