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  • Su Guillory

Customer Experience in Marketing: Creating Heaven For Your Customers

Updated: Jul 25, 2022

by Natalie Grbic

We have all heard of the traditional marketing mix: product, price, place, promotion. All four of these elements communicate your firm’s capabilities and image to customers and influence customer satisfaction with the firm’s products and services.

Now I bet you haven’t heard of the “Expanded Marketing Mix for Services.” These are additional variables that led marketers to develop the expanded marketing mix for services: people, physical evidence, and process. Each of these lends itself to creating a positive customer experience in marketing.

* People: all human actors who play a part in service delivery and thus influence the buyer’s perceptions: namely, the firm’s personnel, the customer, and other customers in the service environment.

* Physical Evidence: The environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service.

* Process: The actual procedures, mechanisms, and flow of activities by which the service is delivered; the service delivery and operating systems.

These three additional variables are particularly important when it comes to giving customers satisfactory service. Take a look at your current marketing mix and do not be afraid to expand it!

Susan It’s interesting that marketing courses today cover more than they did when I earned my MBA 5 years ago. But Natalie’s right: there’s more to customer experience in marketing than product, price, place, and promotion. Is your expanded marketing mix creating the best customer experience possible?

– People. Is your staff trained to handle any customer request, question or complaint? Is your staff cheerful and polite, or just waiting until their shift is over? Consider monthly training sessions to educate them on new products or services as well as remind them of the company culture you want to portray.

– Physical Evidence. Your office or store is much more than a place of business. It’s the setting for what you hope will be a wonderful time for your clients. Walk in your front door and take note of what you see. Do you have piles of papers messily stacked where customers can see? Computer cords creating chaos? Hide all evidence of work and add touches of comfort, like plants and inviting furniture.

– Process. Disney does process right. Every Cast Member is authorized to assist a guest, no matter what the problem. Does your staff have to run and find you or a manager to handle out of the ordinary requests? That creates annoyance for the customer. I was at the grocery store and realized I had a dented can. I asked for a discount (it had been done before). Ten minutes and 4 people later my problem hadn’t been resolved. I told them to forget it. The store should have had a smooth process for this situation. List out your processes for all types of transactions and situations in your employee handbook and make sure everyone knows them by heart.


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