Consumers do not consume products, but experiences. a soft drink, but as luck would have it are not taken; They do not use a deodorant, but sprayed his body with a heady elixir. It comes down to the experience that gives them the brand or product; from the moment they decide to buy it until finally have it in your hands and it meets all of your expectations.

Therefore, companies must not focus on selling, buying in devising arguments, but to create experiences. Everything else will follow. Andave indicated in November that the customer experience is the most important factor in a purchase decision. Hence the need to commit to optimize your experience.

However, when companies are asked, all claim that the customer is the center of its strategy and work to fully meet their expectations. 82% of participants in the survey of CEOs PriceWaterhoseCoopers showed its intentions to improve its customer oriented strategy in 2013. These statements show that companies are on the right track but are they really doing what they say, or is everything reduced to a pile of good intentions?

Apparently not. 62% defends the importance that the company will listen, a figure that takes into account only 30% of companies. On the other hand, 59% of customers considered to provide a positive customer experience is ahead of maximizing profits; however, only 23% of companies think so.

As a result, it is no wonder that the annual customer satisfaction index reflects that the rate of satisfaction of online consumers has dropped for the first time in the last 10 years.

It is not the only study that highlights the customer dissatisfaction; in this case when buying online. Loudhouse work published in late November showed that consumer expectations grow year after year, while companies are not able to be at its height. Only 7% of customers are fully satisfied with the experience provided by brands.

Sadly, consumers believe that brands are much more concerned about selling that provide good service.

One of the basic pillars of ecommerce is to ensure satisfaction in the shopping experience, offering a service customer cash. Experiences that inevitably reflected in social networks, the ideal to transmit our experiences, mood, satisfactions and disappointments place. Thus, we find that social networks show the reality of the relationship between brands and customers, which serves as a reference to other customers interested in trying the product or service.

Social networks transmit positive customer experiences with the brand. Customers appreciate the fact of obtaining a positive experience above other factors. A positive experience translates into a plus for the company. ConvisaCloud indicates that 31% of customers transmits its high level of satisfaction directly to the brand, while continuing counting on it for future purchases, even more frequently than before (29%). On the other hand, 14% transmits its positive experience with your friends and family, and 3% through social networks.

But the online media is rife with negative comments and derogatory comments about brands, products and services. Faced with a negative experience, 20% of customers made a sharer of their dissatisfaction to their immediate surroundings, family and friends, 12% load against the mark, while 4% goes to the Social Media (CorvisaCloud). Social networks act as a place to dump their frustrations, draw attention to the brand and warn potential customers of the disadvantages of venture have that brand. Some comments that have a decisive influence when buying, especially in the case of factors such as hospitality and travel, where 81% of travelers considered very important comments from other users (Maritz).

Internet acts as a public forum where complaints openly launch, hoping to seek help or some kind of compensation for the damage caused and thereby obtain the maximum impact; and find other injured parties or groups sensitive to the problem. These actions can the less give rise to polemics and social movements around a theme, which can help alleviate the consequences of the initial problem. Such is the case of #FraudeCM, a platform created by customers of some courses on Community Management who feel cheated by the services provided. A clear example of how a negative experience can degenerate into a serious crisis of reputation.

Social networking is the wall of lamentations online for customers who feel ignored. If the company does not meet the requests of its users, you run the serious risk of losing the customer forever. 78% of customers do not complete the purchase process due to poor customer service. However, manufacturers still have not shown signs of being really concerned about this evidence. According to the latest index of Social Sprout, only 1 in 5 customers get a response through social networks.

In short, customers enjoy sharing their positive experiences across all channels at your fingertips. Thanks to new technologies, social networks are the ideal place to publish their happiness, especially due to the development of mobile devices. An activity that benefits remarkably brands, who find satisfied customers in the best ambassadors of your brand. However, customers will not hesitate to use these means to convey their disappointment, before a negative experience, as a way to ease your discomfort and seek support. Something that can seriously harm your image if you are not able to properly manage. In any case, the main objective of the brand is working to provide positive experiences, rather than mitigate its consequences. Always better safe than sorry; which will generate satisfied customers and recommendations about your brand and services.