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.