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Customer sentiment has the power to influence your brand’s future. Customers are spoilt for choice in almost every market sector these days. Focusing on customer experience will help businesses provide a value proposition which customers will find hard to refuse.
Your customers’ perception of their experience at one or more touchpoints, and their view of your business or brand can be termed as Customer Experience (CX). It is the sum total of every interaction a customer has with your organization. This can include navigating your website, dealing with your customer support or service, receipt of your product or service.
Virtually everything your brand does has an impact on your customers, and all these actions comprise their CX.
As mentioned earlier, virtually every industry is saturated with options for the customer. The presence of social media has made it possible for customers to amplify their voice after a negative experience with your brand. Now a positive customer experience may not negate these issues entirely, but it does help mitigate them. A positive CX helps you manage customer feedback more effectively, and helps you design a customer journey that improves your brand image. However, that’s not the only benefit you can expect from a positive customer experience. A holistic CX results in:
Better customer experience is key to ensuring that your customers are satisfied after any interaction with your brand. This includes satisfaction with your products, their interactions with your customer support, and satisfaction with resolutions to conflicts.
Take a look at Apple or Tesla: Their single minded devotion to CX has won them loyal customers who refuse to switch brands. Apple’s walled garden looks intimidating from the outside to those unfamiliar with it, but Apple’s customers’ swear by its customer experience.
A comprehensive CX program will result in your customers turning into brand advocates. They will be the first to recommend your brand to prospective buyers within their circle and can be part of countering negative opinions about your brand on social media as well.
It stands to reason that with better customer satisfaction, your customer retention rates will improve as well. Along with increased word of mouth marketing, better CX will be more profitable for your business as well.
Turn detractors to promoters. Increase Customer Loyalty. Get more customer referrals.
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There’s no single survey or metric which can track your CX. Depending on the touchpoint in question and your requirements from the survey, you can use several metrics to gauge your customer experience. These surveys can be used to augment one another and help uncover actionable insights to improve your CX.
There’s no universal methodology or checklist to determine how good your CX is. It can vary for different products, industries and services. However, there are a few tenets common to all organizations which are considered to be providing excellent customer experience.
Companies with good CX listen. They take customer feedback into account, and their customers feel that their voice is acknowledged. Implementing a policy to listen to your customer base across your organization is an important factor for good customer experience.
Customer feedback and acting on it is a constant process. Businesses need to equip themselves with an omnichannel customer experience survey software to be able to gather insights into customer thinking across multiple channels. This must be followed up by acting on customer feedback and notifying them of the same.
There are factors which can universally be deemed as attributes of a poor CX. These issues can lead to negative word of mouth about your brand and are a leading contributor to customer churn.
No matter how unreasonable customers’ get, it’s important for your employees to not lose their cool. They are the face of your brand and must act accordingly. Customers tend to remember bad experiences with an employee, and there’s no telling how public opinion might swing.
Customers are already agitated when faced with issues. Not everything is an easy fix and could require time. In the meanwhile it’s best to keep your customers informed of progress. If possible, brands need to defer to their customers even if the customer is the one responsible for issues.
Automation, Machine learning, and AI are essentials but businesses need to ensure they don’t lose their human touch in the pursuit for profitability. The key to a memorable and positive customer experience is marrying automation with a human touch. Your brands’ image and messaging needs to be warm and welcoming, and should customers have to interact with your support teams, the process should ideally have a person involved as soon as possible.