As a business owner or manager your team collectively, must access and check to make sure that you are focusing on continually adding value and being relevant and exceeding your customers’ expectations.
Customer Experience is not just centered on answering queries or customer service.
Your Customer Experience needs to undergo a health check on a regular basis!
In customer service and, importantly more in marketing, being able to solve your customers’ problems before they are raised is absolutely important if you are going to keep your customers happy.
So what is Customer Experience and why is it the ultimate marketing tool in business today?
Essentially, Customer Experience is the practice of designing for and reacting to customer interactions to meet and exceed customer expectations,to increase customer satisfaction, loyalty and advocacy; throughout the entire lifecycle of your customers.
The evolution of new technologies has required a need for an increase in a greater number of instinctive user-interactions and friendly usability.
The importance of Marketing on Customer Experience
Brands are facing an increased presence of competitor activity and are all under enormous threat to differentiate them from competition. Customers are now more self-empowered and are able to thoroughly research your brand and educate themselves through various platforms before they make a buying decision.
Branded, personalized moments at each and every point of customer engagement is what market leaders are seeking.
A holistic view on Customer Experience advocates and supports that it best fits under your marketing department’s budget of responsibility.
Effective Customer Experience will assist you to close the gap between customer demand and what your brand is actually delivering.
Yes, without question, if you are seriously looking to win and keep customers, you cannot underestimate the shift or importance of Customer Experience.
Customer Experience as a Marketing Strategy
How do you to focus your Marketing activities on Customer Experience.
1. Set a User-Focused Design
Do you know your customers’ true needs and wants?
What is the most important thing to your customer and what solution will you deliver?
Ensure that your website/product/service is reasonably designed to meet your users’ expectations and needs thorough testing, analysing and adapting and re-testing; allowing you to thoroughly implement the most effective marketing strategies.
2. Offer Personalized Engagements
Personalization is important throughout the entire funnel or customer experience
You need to invest in high sales-funnel personalized experiences so the customer has a seamless effort in finding all the relevant information. It has to be about the customer not you!
You do not want to make it difficult or inconvenient for the customer when they are searching to find out information. Seeking out automated solutions will assist and eable your customers in deriving a personalized experience.
3. Provide Clear Paths to Resolution
When the gateway to a resolution for a customer is not clear, it will put an indent on the Customer Experience and makes the customers’ engagement with your brand the journey increasingly challenging.
Having a clear mind on your customer’s needs is a positive side effect of knowing your target audience.
Through your customer intelligence gathering, you will be able to find out a lot about the type of queries you may receive, and it’s important to design the Customer Experience accordingly.
Re-channelling should be both resourceful and immediate. If the first contact is directly with the company’s office, contact call centre or a self-service platform, then escalation to phone, chat, or email should be easily accessible and directed to the best equipped team member.
4. Retain What Your Customer Says
The customer’s full story must be known throughout the entire escalation process.
Throughout the escalation process, each and every touch point must have exactly the same details on hand to be able to relate to the customer.
The objective here is to derive as time effectively as possible to an amicable resolution for the customer without them feeling any frustration or angst or possible loss of confidence in your brand.
5. Effectively Synchronize Social
Your business needs to be ready and available with answers for when customers contact you.
Today, more than ever before consumers are spending an enormous amount of time daily on various social channels – asking questions, making comments or tweeting.
You just have to ensure that the business invests in a real solution to monitor record and appropriately respond and recognise the value of these highly valuable customer engagements.
Social customer service platforms synchronized with a current CRM program that allow you to record all these interactions will assist the business and put your mind and that of the customer’s experience at ease.
Ultimately, pacify and always aim to delight the customer and solve their problem with a solution.