Taking care of the overall customer experience can do wonders for your business, especially if you do it in the right way.
Nowadays, customers tend to change their needs and preferences, and if businesses lose track, the competition will strengthen drastically.
In this article, we will provide you with everything you need to learn about this topic, why the overall experience is important, and how to do it right?
That’s why, we invite you to read this article, and you be the judge whether it is helpful or not!
What is customer experience?
First and foremost, let’s defined what does customer experience actually mean! Well, according to Harward Business Review – “customer experience is the internal and subjective response customers have to any direct or indirect contact with a company”.
Or, in other words – that’s the combination of the perceptions, feelings, and interactions of the customers with a company. So, if these factors are matched, they will likely become loyal customers. Plus, they would like the brand even more.
However, this is just the tip of the iceberg, since there are more things about which we will talk throughout the article.
One thing is certain though – serious businesses should be serious about the experience they offer to their customers.
Customer experience ≠ Customer service
What most people seem to misunderstand is the connection between these two topics. But, that’s fine, because now you will have an opportunity to understand what’s going on.
Customer service is just a tiny fragment of the businesses` interactions with customers. Also, this “tiny fragment” doesn’t fully depict the overall experience.
A great example would be going to a store. For instance, if you book a movie ticket online, and the reps interact with you in the most friendly way this is a sign of excellent service.
On a contrary, if you receive the ticket on time, and you’re not having any problems with the transactions, then this is an excellent experience. You get the point.
As you can see, they are similar but not the same. Either way, customer service is very important as well. Do not ignore it.
Why? Because they have to be satisfied. If they are, then your business will grow.
Why does customer experience matter?
The reasons are numerous, but we will try to get the most important ones. So, let’s get right to it.
First of all, a superb customer experience can prevent customers from churning. At the same time, it acts as a foundation for attracting clients.
This is very important because nobody wants to continuously lose the current customers, and search for new ones. The best thing it can happen to a business is to maintain the existing ones and attract new ones.
But, that’s not all, other reasons include:
- Positive word of mouth
- Reduced costs for marketing and service
- Excellent customer engagement
- Positive customer retention
- Increased sales and user loyalty
- Long-lasting relationships with clients
… and more!
Last but not least, businesses should also know about “customer experience management“. Because they really have to know how to manage all these things into one piece.
How to improve the customer experience?
Above all, businesses should really invest in training their customer service representatives. Especially about the important soft skills. The reason is very simple.
Call agents are the first who speak with your businesses. If they are properly trained, and if they are professional – you’re on the right track.
Invest in personalization
Personalization is one of the pillars to keep the steady flow of satisfied customers. Each person has different preferences and needs. There isn’t such a thing as “one-size-fits-all”.
Therefore, it is very important to analyze clients` behavior and respond adequately to their needs. Whether that starts from the e-mail they receive or all the way up to your offers.
Sometimes a simple “black/white mode” of a website can do wonders. Or, an elegant website design can make them feel like they are at their home.
Keep your business message clear
What most new businesses do is that they promise more than what they offer. Be transparent with the pricing, about your products, and about the value you give.
Keep in mind that the short-term gains are never equal to the long-term ones. Additionally, your message should not always stick to sales.
Continuously engage with your customers
Regardless of the life-cycle level, as a business, you have to engage with your customers. Ask them what they need, how can you help them, which new things should be offered by you.
Treating customers like your close friends is what will make your business stand from the other ones in your industry. We are sure that you’ve witnessed that this trend is getting more and more used by companies.
Reward your customers
Give your customers a reason to feel priced by you. That can be made through loyalty card programs, contests, or something else. The point is to make them a part of your success.
As time passes, you will unlikely have to invest in marketing, since your brand advocates will be your most loyal customers!
Be creative
Although this is more simple to be said than to be put into practice, businesses should always be creative. Especially when it comes to boosting the overall customer experience.
The options are virtually limitless, but, a good start would be to create a couple of self-service options. Namely, that can be a part of your website where you provide answers to the most frequently asked questions.
Or, you that can be an AI-powered chat and messaging system. Sometimes, a forum is a great opportunity to keep in touch with their demands and needs.
Conclusion
To summarize, we hope that you already know everything about what customer experience means, and how can you improve it. If you find this article helpful, then feel free to follow us in the future, especially if you like this kind of content.