When customers think of a particular brand or business, what do you think is the first thing that comes to their minds? Apart from products or services, many would often remember their customer experience with the brand. As a business, it’s important to make sure that you’re always providing a quality customer experience (CX). You can achieve this with the support of a CX service provider.
What is CX, and why is it essential for businesses to improve their customer experience strategy? Let’s find out below.
What Is Customer Experience?
Customer experience, also known as CX, is a customer’s overall perception of the quality of interaction they had with a business throughout their customer journey. It includes checking out a brand’s website or social media pages, going through the buying process, and post-sale support.
Why Is It Important to Improve CX?
Providing top-quality CX is crucial for any business. Apart from closing sales, the kind of customer experience service you provide to your customers could lead to your business gaining brand advocates. As a result, you would be able to expand your reach and improve brand trust.
Benefits of improving your CX strategy:
1. Increases sales
CX could significantly influence sales. A CX survey conducted by Harvard Business Review shows that customers who experienced exemplary CX spent 140% more than those who experienced terrible CX.
If you want to improve sales, don’t just focus on marketing your products and services. Think about enhancing your CX too! With a positive experience, even new prospects would have fewer reasons to say no to your brand.
2. Strengthens customer relationships and trust
Gaining your customers’ trust and building relationships is essential for brand growth. An effective strategy for building customer relationships is providing personalized customer experience service.
When your customers feel special and you tell them they mean more to you than the sales they bring, they will always choose you over other brands.
3. Boosts customer loyalty
Did you know that it’s more expensive to acquire new customers than it is to keep your existing ones?
Boost your customer loyalty by improving your CX strategy. Remember, happy customers mean loyal customers.
Look into your customer journey and identify areas you may need to improve. Not sure where to get started? A CX service provider could help you analyze the quality of experience and spot improvement areas.
4. Encourages brand advocacy
When customers are happy with your brand, you won’t have to ask them to refer their family and friends. They would gladly do this for you, as they’d want their friends and family to experience the same thing.
When you think about it, focusing on your CX strategy is an economical way of getting the word out about your brand. After all, word-of-mouth is still a powerful factor in choosing brands that customers would trust.
5. Improves up-selling and cross-selling
When you’ve developed a good relationship with your customers, you won’t have a hard time cross-selling or up-selling to them.
They already know what to expect from you. They trust that subsequent interactions or sales would give them the same experience.
6. Increases competitive advantage
Every day, it’s getting more difficult to market to your target customers. With new brands popping up daily and bigger firms spending a fortune on advertisements, how could you even compete?
The secret lies in the quality of CX you provide. Customers these days spend time reading reviews and listening to the experiences of their family and friends. Focus your strategy around your CX, and you won’t have to worry about standing out.
7. Sustains business growth
Spending money on ads isn’t always sustainable. A better strategy is to build a group of brand advocates that could help you sustain your growth.
Your target market’s customer experience could make or break your brand. This is why it’s always important to measure the success of your CX efforts. You could quickly improve your processes before any major issue comes up.
How to Measure and Improve Customer Experience
1. Analyze CX survey results
A CX survey lets your customers know what they think about their interactions with your brand. Additionally, it is a way to discover your strengths and weaknesses. It also helps you identify parts of your customer journey that need more work.
2. Analyze trends on customer support issues and queries
Don’t take incident reports and complaints for granted. They could help you understand how your customers feel about your experience.
3. Ask your customers how you can further improve your products or services
Let’s face it; there is no perfect service or product. Make it a point to ask your customers how you could further improve your brand. Give your customers the chance to offer suggestions and look into them.
As they say, your customers are the best critics of your products or services. So, give them the chance to let you know what they think about your offers. Then, listen to them and consider their suggestions.
How do you do that? Improve your CX strategy! Ensure that customers have top-notch experience throughout their journey — from the Awareness stage to the Retention stage.
7 Ways to Improve Customer Experience
1. Get to know your customers
What are their needs, wants, and preferences? All these would allow you to create a customer experience that truly connects and resonates with them.
2. Nurture your relationships with your customers
Emotions play a huge role in a customer’s decision-buying process. Develop an emotional connection with your customers, who will likely choose your brand over others.
3. Be consistent
Have a clear picture of the kind of experience you want your customers to have from you. Create guidelines for all your customer channels and touchpoints. Ensure all CS agents and company staff that interacts with your customers adhere to these guidelines.
4. Perform customer satisfaction surveys regularly
You won’t get any feedback if you don’t ask. You could do this real-time while you’re on the phone with them, or they’re still in your store. You could also reach out to them through email or a quick phone call after they’ve interacted with your brand.
5. Be present where your customers are
Make it easy for customers to reach out to you. Be present on social media. Offer live chat support on your website, and be active on various messaging platforms. When customers know they’d be able to contact you when they need you, they’d more likely stick with your company.
6. Use the appropriate technologies and innovations
Not all technologies and innovations may be right for you. Before integrating new technology, consider how it will affect your process and how long before your staff and customers can adapt to these changes. Otherwise, you may hurt your customer experience than improve it.
7. Evaluate your customer support team
Just as you’d want to get feedback from your customers, you also should offer feedback to your team; by doing this, you’re able to maintain the quality of services they provide to your customers.
Customer experience and customer service go hand in hand. To stand out in an ever-increasing competitive business environment, consider improving your customer experience strategy. Inspiro can help. We are an expert CX service provider with a range of CX services, from contact center solutions and omnichannel services to CX analytics and insights. Fill out our contact form for more information on our services.