Today, customer experience is, without exaggeration, one of the fundamentals of a successful business. When we think of the customer experience, we think of the total sum of impressions that the customer receives during their interaction with the brand, taking into account all points of their contact – before, after, and during the purchase.
As such, it would be a mistake to think that this experience begins after a potential customer has already decided to make a purchase and visits your website or store. The concept of the customer experience covers all the things your prospects know about your brand from other customers, how and where they saw your product or service being promoted, and even what happened after they made the purchase.
Such a multifactorial approach requires a lot of effort when it comes to establishing relationships with your customers, as well as the ability to predict and address their needs and desires all along the customer journey. This also means that to ensure a seamless customer experience, you must be proactive. To help you out with that, here are just a few simple yet effective rules to follow:
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Prioritize Customer Relationships
When establishing relationships with customers, most companies start chasing their prospects with irrelevant offers and end up boring them to death. The main thing to remember is that you should put your customers’ needs and expectations first, ensuring that your customers can benefit from your communication.
Listen to the customer carefully, provide valuable consultations, and go the extra mile whenever possible. Customers have certain expectations and ideas about how things should be – if you are able to meet them, you’ll win them over. The first step to do so is to establish effective communication with your customers.
Regardless of the industry you operate in, it’s crucial to define your target audience and determine the most effective communication channels to reach out to them directly. For instance, when it comes to the telecommunication sector, telco digital transformation enables providers to improve their customer experience by implementing digital solutions, such as CRMs, chatbots, social media, or omnichannel customer support services.
Still, this won’t be enough to stand out from the competition – you still need to surprise the customer! This is equally important regarding both prospects and already existing customers, as there is an ongoing battle for every single customer in today’s fiercely competitive markets. As such, keep in touch with those customers you’ve already established relationships with and continue impressing them with new bonuses or personalized offers.
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Collect Direct Feedback from Customers
Revenue growth is not the only indicator of customer satisfaction. You need to know why they choose you over your competitors and what points are important to them when it comes to brand loyalty.
To understand your customer, you have to ask them directly. Collecting direct feedback from your customers will help you gather the most detailed knowledge about their needs and expectations, as well as constructive evaluation of our company’s actions.
Keep in mind that any survey or questionnaire is another point of interaction with the customer, so you need to calculate the frequency of this communication, its duration, and depth. For example, it might be more insightful to ask for monthly feedback and include open questions in the survey instead of asking your customers to evaluate their last purchase on a scale from 0 to 10.
Data collection should be convenient for the client, so your question forms must be well-thought-out and laconic, yet allowing some flexibility and space for customers to share their honest opinions. It’s also crucial to let your customers realize that it’s not a one-time procedure but an effective tool that will allow them to influence your business efforts, such as implementing critical changes to your products or service in an adequate time interval.
You need to engage your clients, ask for their genuine opinion, handle this feedback with care, and be sure to end the communication on a positive note – for example, reaching out to them later, summarizing what has been done or what will be done as a result of your survey.
Assemble Customer Experience Team
Training and educating your employees should be one of your top priorities, as they are the people navigating relationships with your customers and addressing all their questions and concerns. The more professionally they handle this, the more satisfied customers will be – for this reason, you cannot let everyone do this job partially, you need a specially dedicated team for this.
Such a team should be able to build an internal system of feedback analytics, analyze the customers’ pain points, develop proposals to improve the customer experience and act accordingly. Ideally, discussing customer experience and ways to improve it should become an integral part of the internal company culture.
To achieve this, you have to invest in the growth of your specialists. Their actions, engagement, overall attitude, and level of emotional intelligence all contribute to the result – the mood in which the customer will stay after making the purchase or reaching out to your customer support team for whichever reason.
The Bottom Line
Seamless customer service is about being proactive, and sometimes this means reaching out to the customer before they even realize their need to reach out to your customer support team. Everything else – software tools, offers, and marketing strategies – is needed to help you provide outstanding service.
The main idea behind ensuring an excellent customer experience is to establish customer-centric workflows in your company, implement effective communication channels, and build a company culture that prioritizes customer relationships. So, keep training your team, experiment with different techniques, and success won’t keep you waiting!
