Delivering a great customer experience

This week I will continue to share with you two further strategies to build a great customer experience:

1. Define the customer experience and keep it consistent across all touch points.

Customer experience management is the discipline and processes used to comprehensively manage a customer’s interaction with a company, product, brand or service consistently

The best companies recognise that customers interact with different parts of the organisation and across multiple touch points. They know customers engage with different employees when they make a purchase, when they’re getting service and support, and when they’re talking about their invoices. A company must take all of these experiences into account if they want to create loyal customers and ultimately raving fans.

Customer loyalty is driven by a company’s interaction with its customers and how well it delivers on their wants and needs. The customer does not see the marketing department and customer services as two different areas, they simply see one brand. They demand an experience that reflects that.

To keep a customer experience consistent here are a few tips:

Recruit right: regardless of the role, make sure your employees believe in your brand and what it stands for.

Empower your team: Let your team actively own the issues and give them the power to solve customer problems without having to ‘pass you onto the manager’.

Don’t let it fester: The more time a customer sits in limbo, the worse the experience becomes. Fix problems quickly and find solutions fast.

2. Leverage technology to enhance the customer experience, not create it

A common problem companies fall into is trying to use technology and software to create a customer experience. I do not recommend this as it can lead to the focus being on what the technology can do, as opposed what you can do to create an amazing experience,

The correct approach is to define a customer experience, and then identify what tools and software you need to assist to make it happen. Do not mould your customer experience strategy around technology. Find technology that you can use around your strategy.

Here are some tools you should look into:

CRM tools for relationship management: keep all data and communications between your company and customers in one place so everyone can see it quickly.

Marketing tools to engage with customers: send trigger emails based on specific actions. ▪ Online survey tools: survey customers, get feedback and measure satisfaction.

Web analytics and tracking tools: Measure engagement, number of site visits and page visits.

Summary

A customer experience strategy will help achieve higher customer satisfaction, reduce churn and increase revenue. A well designed strategy starts with defining what customer experiences you want to deliver, then making sure those experiences are consistent across all routes to market. This and my last post has provided some ideas to start creating such a strategy. Now its time for you to take action!

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