- What is customer experience?
- How is customer experience different from customer service?
- 7 ways to build a customer experience strategy
The Digital Marketing Trends Report some top organizations that organizations demonstrate the absolute most energizing open door for their association in the up and coming year – and by and by, a similar answer proved to be the best.
Would you be able to think what the most exciting opportunity is for the business?
- If you guessed ‘customer experience’ you guessed correct.
- Most energizing business opportunity is customer experience
- It’s nothing unexpected customer experience is high.
Actually, companies who successfully put into action of customer experience strategy achieve the higher customer satisfaction rates, reduced customer churn and improved revenues.
Moreover, by the research, most of the companies found that customers are willing to pay more for a better experience.
What is customer experience?
Customer experience is defined by connections between a customer and an organization all over their business relationship. An interaction can include alertness, discovery, cultivation, advocacy, purchases, and service.
Customer experience is an integral part of Customer Relationship Management (CRM) and the reason why it’s important is that a customer who has a positive experience with a business is more likely to become a repeat and loyal customer.
Customer experience is an essential piece of Customer Relationship Management and the motivation behind why it’s vital is on account of a client who has a positive involvement with a business will probably turn into a rehash and faithful. And the customer experience statistics don’t stop there. If you want your customers to stay loyal, you have to invest in their experience!
How customer experience impacts customer faithfulness?
“Simply put, happy customers remain faithful.”
It makes a good judgment, right?
The happier you are with a brand, the longer you stay with them. Thus in the event that you treat your clients inadequately and disregard their client benefit messages, at that point they will probably clear out. This is the reason organizations that convey a predominant client administration and experience beat their opposition.
How is customer experience different from customer service?
In most cases, a customer’s first point of contact with a company is usually through interacting with an employee. This gives your business an opportunity to deliver excellent customer service.
However, customer service is only one aspect of the entire customer experience.
For example, if you book a vacation on the phone and the person you are speaking with is friendly and helpful, that’s good customer service. Yet, if your tickets arrive early and the hotel upgrades your room, then that’s a good customer experience.
That’s how the two are different!
Like most things in today’s marketplace, customer experience has changed – it’s more than person-to-person service and thanks to technology, companies can connect with their customers in new and exciting ways.
For example, using CRM software, you can view customer purchase history and predict future needs even before the customer knows they need it. Having the ability to predict a future need will let you be proactive and attentive and, it means you can do things like;
- Provide related products based on purchase history
- Create and deliver targeted email marketing campaigns
- Understand the 360-degree view of the customer
Customer service is still as important as ever, it’s no longer the sole focus of customer experience. Now, the customer experience brings new ways to strengthen customer relationships through technological breakthroughs.
How important is customer experience?
A business cannot exist without its customers, and this is why companies are focusing on how to win new customers and perhaps more importantly, retain existing customers.
The importance of customer experience to organizations
The challenge here is that even though it’s a high priority, many companies are failing.
7 ways to build a customer experience strategy
Let’s take a look at seven ways to build a great customer experience strategy to help you improve customer happiness, reduce churn and increase revenues.
- Build a clear customer experience vision
The initial phase as far as you can tell the system is to have a reasonable client-centered vision that you can speak with your association. The least demanding approach to characterize this vision is to make an arrangement of explanations that go about as managing standards.
Once these standards are set up, they will drive the conduct of your association. Each colleague knows these standards by heart and they ought to be implanted into all regions of preparing and improvement.
- Understand who your customers are
The following stage in expanding upon these client encounter standards is to enliven the diverse sort of clients who manage your client bolster groups. On the off chance that your association is going to truly comprehend client needs and needs, at that point they should have the capacity to interface and relate to the circumstances that your clients confront.
One approach to do this is to make client personas and give every persona a name and identity
By making personas, your client bolster group can perceive their identity and comprehend them better. It’s likewise an imperative advance in winding up really client driven.
- Create an emotional connection with your customers
You’ve heard the phrase “it’s not what you say; it’s how you say it”?
Well, the best customer experiences are achieved when a member of your team creates an emotional connection with a customer.
Customers become faithful because they are emotionally attached and they remember how they feel when they use a product or service. A business that optimizes for a touching connection outperforms competitors by 85% in sales growth.
- Incarcerate customer feedback in real time
How can you notice if you are delivering a valuable customer experience?
You have to ask – And ideally, you do this by capturing feedback in real time. Post-interaction surveys can be delivered using a variety of automated tools through email and calls.
And of course, it’s even possible to make outbound calls to customers in order to gain more valuable feedback.
It’s important to tie customer feedback to a specific customer support agent, which shows each team member the kind of difference they are making to the business.
- Use a quality framework for the development of your team
By following the steps above, Now you know what customers think about the quality of your service. Compared it to the customer experience principles you have defined. The next step is to identify the training needs of each individual person of your customer support team.
Many organizations assess the quality of phone and email communication, however, a quality framework takes this assessment one step further by scheduling and tracking your teams development through coaching, eLearning and group training.
- Act upon regular employee feedback
Most organizations have an annual survey process where they capture the overall feedback of your team; how engaged they are and the businesses ability to deliver an exceptional service.
- Measure the ROI from delivering the great customer experience
And finally, how do you know if all this investment in your teams, process and technology are working and paying off?
Measuring customer experience is one of the huge challenges faced by organizations, that is why most companies use the “Net Promoter Score”, which collects the valuable information by asking a single straightforward question:
“Would you recommend this company to a friend or relative?”
The conclusion by Anjum Khanna:
Customer expectations are higher than ever and word of mouth travels fast!
And as the customer becomes even more empowered, it increases the importance of the customer experience.
Customer experience is an area that needs constant nurturing and care and with a greater focus on customer experience strategy, companies will realize a positive impact on customer loyalty, higher retention, and increased revenues.