Monthly Archives: February 2017

How to Create an Effective Customer Experience Strategy

By | Customer Experience, Customer Experience Strategy, Customer Service | No Comments

Customer experience is a crucial aspect of customer relationship management and a great experience forms the cornerstone of any successful sales strategy.

A good experience makes it more likely that a new customer will make a repeat purchase and become a loyal customer. Not only that but loyal customers make great brand advocates and if treated well, they are likely to bring in more customers.

More and more organisations are starting to see the benefits of creating a great experience for their customers and as a result are investing heavily in customer experience tools and strategies. In the future, organisations that don’t put customer experience at the forefront of their brand are likely to fall behind those who do, which is why it’s important to think about it now.

In spite of all this time and attention spent on creating a great customer experience, very few brands actually deliver successfully. Often this is down to their strategy, or lack of.

An effective strategy will get you off to a better start than jumping straight in without any particular idea of what you want to do. Here are a few pointers we found on the SuperOffice blog that will help get you started when you’re looking to create an effective customer experience strategy:

  • Set a clear vision for your business. If you’re going to deliver effectively you need to first have a clear customer experience vision. How do you want your customers to feel about your brand? What do you want them to say? This vision will set the foundation for your entire strategy.
  • Know your customers. To provide a great customer experience you need to understand your customers, to know their wants, their fears and their interests. Once you know what they want, you can go about giving it to them, otherwise you’re just taking a wild guess – you might hit the mark, but it’s more likely you will miss.
  • Create a structured feedback system. Feedback is crucial to delivering an outstanding customer experience but unless you ask for it you’re not likely to get it. There are plenty of automated survey tools that can be sent out to customers once they have made a purchase and it’s a good idea to do this. If a customer raises an issue make sure you deal with it promptly.
  • Listen to your employees. However clear your strategy, unmotivated, disgruntled employees are not going to provide a great customer experience. It’s a good idea to create a feedback policy for your employees as well as your customers. Create an organisational culture where employees can speak up and regularly seek feedback from them. You might be surprised at the results!
  • Measure your results. Measuring your ROI, sales, leads, customer engagement and other results should be an integral part of your customer experience strategy. This is the only way you’ll know if your hard work is actually paying off. One great metric to track is your Net Promoter Score or NPS. This is the number of customers who would recommend you to a friend or relative.

Creating a great customer experience shouldn’t be about guesswork. Taking a strategic approach can save you time and money, and most importantly, help you get better results and happier customers.

What’s the Difference Between Customer Service and Customer Experience?

By | Customer Experience, Customer Service | No Comments

We hear a lot about customer experience these days and it’s a term that can be confusing and misleading. While you might be aware of the importance of customer experience, it’s easy to lump it in with customer service and assume that your great customer service team have it all under control.

The truth is, customer experience and customer service are related but they are also different. Still confused? Well, customer service is part of the customer’s overall experience with your organisation, but it is not the whole picture.

The Superoffice blog clarifies this more extensively by explaining that when we talk about customer experience we are talking about the entire experience a customer has with your brand, from the moment they first search for your products on their mobile, to their request for support after they’ve taken it out of the box.

Customer service is all about the interactions a customer has with a person working for your organisation. Great customer service is absolutely crucial for building loyalty and a good reputation, but it is only one part of the story. If you want to create a great customer experience you want to look at the entire picture and ensure that anywhere and any time your customers come into contact with your brand, their experience is a positive one.

Customer experience covers factors like the functionality of your website, the timeliness of your service, how easy completing a transaction is, and how straightforward it is for them to set up and use your product once they get it home. All these can and often do take place without your customer coming into contact with a human at all.

The power of technology is such that customer experience now depends largely on the software you are using for your CRM, your delivery tracking systems, how well developed and fast your website is and a number of other criteria. The best software platforms are personalised and tailored to your business, and are able to automate much of the personalisation that is expected by customers these days.

Keeping customers up to date about the status of their orders, responding promptly to feedback and support requests and meeting and exceeding expectations are all part of a great customer experience, as is fantastic customer service.

Think about your business. What are you doing to create a great customer experience independently of your customer service staff? Do you have systems in place that are designed to help your customers and provide a great experience?

 

How to Use Personalisation to Boost Your Customer Relationships (and Sales!)

By | Customer Relationship Management | No Comments

Personalisation is important when it comes to building customer relationships but many organisations underestimate just how important it is to tailor your content and offers to the individual rather than taking a general approach. It’s easy to be confused as to the definition of personalisation and exactly what it means. The reality is, personalisation is an incredibly powerful marketing tool and it’s something that is not only wanted by customers, it’s increasingly becoming expected.

What is personalisation?

Personalisation is about providing tailored experiences and bespoke content across different stages of the customer journey. It’s about paying attention to customer behavior and providing them with information based on their behavior and previous choices.

When done properly, personalisation lets you anticipate what your customer might purchase and what interests them so you can provide it to them. This makes their life easier and helps build and maintain a great relationship with your brand.

How to use personalisation

The Prestashop blog lists three ways you can personalise your customer journey to boost your sales. They are:

  1. Collaborative filtering: This is where you filter information based on what the majority of shoppers are doing. This taps into a basic herd mentality and encourages other shoppers to follow suit. You can do things like highlight best selling products, or list items that customers with similar shopping habits also bought.
  2. Audience segmentation: This is where an organisation targets individuals according to certain traits that they share, for instance their age, location, or other demographics. They might also target by purchasing habits or other behaviour. Once you have your segments clearly defined you can tailor content that is most likely suit each segment and that’s relevant to them.
  3. One on one: This is personalisation in its truest form. By collecting a whole range of data on a single customer you can then personalise every communication with them to provide a much better experience and increase the chances of them buying from you. You can use a broad spectrum of data for one on one personalisation including behaviour, their interaction on social media or via email, purchasing history, interests and their stage on the customer journey.

Personalisation is a powerful marketing strategy that can help you build those all important customer relationships and increase your sales over time. Much of it can be automated, making it the ideal strategy for organisations of all different shapes and sizes.