Why audio is so important for the customer experience

Ideally, positive emotions and a good feeling are anchored in the customer's mind, leading to a repeat purchase. However, there is a fine line.

Customer experience is the overall experience that a customer has with a brand. Starting with the first contact in the customer journey, for example a social media advertisement, through to the successful conclusion, for example a purchase. The goal of a good customer experience must always be to focus on the needs of the customer. What do they expect? What do they want? Do they associate the process with the brand in a positive way? If you can not only answer these questions satisfactorily at all points of contact, but also exceed them, you will create lasting customer loyalty to the product and the company. This also ensures that these satisfied consumers talk positively about their experiences.

What role does audio play in this context?

When we think of radio or TV commercials, often the first point of contact in a customer journey, one thing becomes clear: the audio component plays a major role in creating a comprehensive customer experience! Because we immediately think of jingles and advertising claims that you can't get out of your head. If I throw the keywords "Seitenbacher Müsli" or "Check24" into the room, for example, you know what I mean. The effect in these cases is due to the combination of memory (through repetition) and an association of the brand name with a certain service. To clarify, let me give you another example: Which company comes to mind when I ask you about a repair for a cracked windscreen? Quite probably Carglass.

In all these cases, audio and subsequently also the frequency of repetition are the door openers that make customers receptive to the advertising messages and create a (lasting) positive association with the product.

…

‍

Photo: © Pixabay / Free-Photos