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Customer experience is an area of marketing that is often overlooked by businesses. Most of them already know how to address customers and what to do in case of a complaint, but improving customer experience is more than that. It encompasses digital tools and human resources, and if it’s powerful enough, it can make the company successful.
But there are a few challenges regarding this strategy. Firstly, the lack of personalisation in customer interactions is what makes people leave one company for another. Even though employees and managers know how to handle most clients, it makes a huge difference when they are accustomed to the person’s temperament and know how to conversate efficiently. At the same time, there might be an inconsistency in the information team members provide to customers, which can alter their experience with the company. With these issues in mind, let’s see why customer experience is so important (and how you can manage it).
Customer experience is the backbone of a business reputation
You’ve surely encountered employers from certain businesses that didn’t leave you with a good impression, and from that point, you chose to move to another company. If it sounds familiar, it would be best to check if such things happen in your company too. Integrating reputation experience management (RMX) is a new way through which companies improve their position in the market while focusing on developing CX (customer experience).
Although it may sound too business-oriented, reputation can affect the company since customers hold power. A good reputation indicates trustworthiness and honesty, which is what clients want more than qualitative services. But your business can benefit more from notoriety since it can increase profitability, as you will attract and retain more customers by being a reliable company.
Customer experience improvements you can do
Whatever your business provides, it’s important to know all the ways through which you can increase CX. Also, keep in mind that not any strategy will work for your company, and you’ll most likely need to make an audit to get an insight into what method is better to put into practice.
But first of all, you can improve your CX through social media by getting to know your audience and posting content accordingly. If you’re not inspired, start by looking at what the competition is doing. Check the tone they’re using, at what time of the day they are posting, and every other aspect that could help you. Plus, it’s crucial to be present on multiple communication channels (in case you don’t have a specific target audience) and allow your staff to be responsive and accept feedback, as it is a significant part of the customer experience.
Secondly, offering multiple payment methods can also improve CX, so you may consider investing in a card payment machine. You’ll get a stand-alone terminal that accepts all types of payments. This technology can minimise potential fraudulent transactions, which can increase your profit, along with fewer cash-related errors. These machines are especially beneficial for small businesses since they’re affordable and make invoicing less hassle.
But a POS system has plenty of other advantages that contribute to CX, such as increased efficiency, 24/7 access to data, better inventory management and security. With myPOS, your business will have a single platform for accepting payments and selling in-store. With such technology, you’ll also be able to analyse your sales and payments to keep track of your inventory, which we’ll discuss further on.
Analysing customer experience
There are four basic steps to measuring customer experience:
- Analyse customer satisfaction from survey results;
- Identify the reasons for customer churn;
- Ask customers for product requests;
- Analyse customer support trends;
The first step implies that you create customer satisfaction surveys which you can share so that people will be able to fill them with important information. It’s imperative to include the Net Promoter Score in your reports since this indicator will show how likely your customers are to recommend your business to their family and friends.
The second step refers to customer turnover or churn. Although it can happen to any other company, it’s vital to understand why it happens and how you can prevent it or minimise the churn rate. Some of these reasons include lack of engagement, difficult user experience, lack of proactive support and product bugginess.
The third step requires you to create a special forum where you ask customers to offer their ideas on new products or features that make your offerings more valuable and helpful for their problems. You can choose email or social media to share it or any other channel you think is easy to access.
The final step is to analyse the customer support ticket, which represents the interaction between a customer and a service representative. If you notice that this department is not efficient enough, it would be best to have an omnichannel approach to customer service to streamline your ticket workflow.
Best customer experience examples from other businesses
Since the pandemic, the business industry has been trying to focus more on customer experience regarding purchasing products and less on profit matters. Therefore, some companies have adopted friendly customer methods to build trust. For example, Microsoft has developed a customer-centric innovation and engagement strategy, where they began to invest more in social media presence. Now, you can find Microsoft on multiple platforms dedicated to careers, development, events and security, which is how they manage to communicate with all customers.
Another example is from a smaller business. Tommee Tippee is a feeding and childcare brand based in the UK, and they are the best to listen to customer feedback and needs since they recreated a product that one father on social media talked about for his son, and they’ve also provided a discount for him.
Any business should focus more on customers’ needs rather than releasing a product that doesn’t solve any problem. So, customer experience can help enterprises to thrive and find the best way to communicate with customers. What do you think about this strategy?
You may also like: How Do We Define Customer Experience in This Day and Age?
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