Making CX a Top Priority
In today’s digital age, companies can no longer think that having a good product or service offering at the right price can attract customers. Customers only advocate for a brand if their expectations have been met and good value comes out of it. The level of satisfaction derived by a customer and the decision to go for the business offering is highly dependent on the degree to which businesses understand them.
Positive Customer Experience
This is attained when the customer is happy with the purchase, leading to good publicity of the brand, positive word of mouth and customer loyalty. To achieve this, companies must gather as much data on their customers as possible and try to deliver a customised and seamless experience that would help to boost revenue.
Negative Customer Experience
This leaves a customer dissatisfied and unhappy, making them believe that companies do not understand them, leading to bad publicity. This generally happens when businesses use a standard approach rather than personalizing experiences, which often leads to a disconnect between the customers and the brand.
A lot of care and nurturing is required in the customer experience domain, specifically emphasizing the strategies used which could help companies with higher retention rates, and lesser churn rates. The following strategies can be considered to improve customer experience:
- Having clear strategies in place: A business should always have clear guidelines and vision statements set which would help drive the organization.
- Knowing your customers: A business should be well able to understand and gauge the needs of its customers. Having an emotional connection is vital, as that would lead customers to recommend their product or service.
- Feedback is key: Various methods can be used to capture feedback like surveys, social media live chat, etc. which could help to find improvement areas.
- Going out of the way: Going over and above for your customers would get good publicity.
- Soft skills: Having good customer service etiquette will be beneficial in the long run.
- Making customers part of the community: Giving customers credit for the company’s success and acknowledging them for their positive contribution would benefit businesses.
- Creating a bond: Trying to personalise interactions would be a great way to boost customer experience.
Once these strategies are in place, companies can measure customer experience through the following metrics:
- Customer Effort Score (CES): This metric accounts for how easy the customer interaction was and whether the problem was resolved.
- Net Promoter Score (NPS): This helps the company gauge the customer’s loyalty towards the brand, which would help promote growth for the business.
- Customer Satisfaction Score (CSAT): This helps the company understand how satisfied the customers are with the company’s products.
- Resolution time: This comes in handy when companies want to find out how much time was taken to resolve a customer’s problem.
One can go on and on to try to set their brand apart from the competitors, but there is no end to it. For businesses to create a lasting impression in the minds of their unique customer base, they should align their business strategies with the goals of their customers, which would help them harness the energy to deliver better experiences.