Few things are more important for a company to do than create the best possible customer experience! Easier said than done, right? Read our tips below to find out how to offer the best customer experience:
1. What is customer experience?
Firstly, let’s start by investigating what exactly customer experience is. Even though there are a lot of different definitions one can find, in a nutshell, it is “the perception your customer has of your brand” (Forbes, 2017). For example, you could have the best products on the market, but if you leave your customer disappointed with your service, delivery, communication, etc., then their experience would be negative.
2. Why is customer experience important?
Customer experience is important for a variety of reasons. First of all, a negative experience can influence your brand massively through the power of word of mouth! Don’t underestimate how vocal a disappointed customer can be. Social media is full of negative reviews of customers who were left dissatisfied by a company. Therefore, customer experience is crucial for your word-of.mouth marketing.
Secondly, customer experience can directly influence your customer loyalty. Customers are faced with a wide range of available products, so switching costs tend to be low. Therefore, your customers need even a small reason to switch to your competitors and a bad customer experience is often it. However, loyal customers are 5 times more likely to buy from you again (Forbes, 2018). Therefore, focusing on your customer experience can directly influence your customer loyalty and reduce your churn levels.
Thirdly, good customer experience will turn your customers into brand ambassadors. When a customer recommends your company to their friends or family, this leads to 5 times more sales, as compared to paid ads (Survicate, 2019). Therefore, by providing the best customer experience you indirectly increase your sales and customer base.
3. How to offer the best customer experience?
Here are our tips for offering a better customer experience:
To start with, consider treating your Customer Success team as a second marketing team! The reason behind this is that customer experience and brand image are formed not only by marketing efforts but by your customer success team! Often the reason behind a positive customer experience is not the complete lack of problems, but if there were any issues, how well were they handled. Any employee who interacts with a customer must strive to resolve their issues as quickly as possible, apologize for the inconvenience and make sure that other customers don’t experience the same issue.
Our second tip is to always learn from your customers. Ask them for a review at all possible customer touchpoints and encourage them to leave your feedback. The better you understand their preferences and purchasing behaviour, the more you can improve their customer experience. Therefore, start using a reputation management tool, which will help you not only to create and send customer surveys but also to analyze and track the data you get. Ask your most loyal customers, as well as your new clients what would they change or improve in your company, what product features they are using and what difficulties they are experiencing.
Our next point relates to your employees. Having a good customer experience starts with having a good employee experience! Unhappy employees ultimately lead to unhappy customers. Therefore, make sure that your employees know that they are valued and their opinions are heard. Listen to any suggestions they might have for improvements of the process, because, after all, they are the ones on the front lines.
In conclusion, offering the best customer experience can make or break a company. By following our tips, you can easily not only improve your customer experience but also grow your business.