What Is Customer Experience...
and Why It Should Be Managed?
What is Customer Experience?
Customer Experience (CX) refers to the impression prospects and customers get about a brand based on all the interactions they have with that business. It begins with online presence and ends with how well the relationship is nurtured. Every interaction counts, from presence to providing services that are easy to access and meet the customers’ needs.
Why Customer Experience should be managed
It is essential for CX to be managed. 41% of consumers have stated that they will abandon a brand after just two bad digital interactions. However, 75% of businesses think that consumers will not leave that quickly. There are many choices in terms of product and service providers online. All profitable market niches have or will soon have competition. As every competitor is just a mouse click away, it is important for businesses to demonstrate that they value prospects and customers even before the first personal interaction. Great CX has the ability to create loyal customers.
6 Keys to Creating a Great Customer Experience
Presence – Today’s consumers have many avenues through which they become aware of a business, from websites to search engines, directory sites and social media. It is important that businesses create an active presence on the platforms that their customers use the most. The most critical is the website because it is the only online platform that a company owns and has complete control over. Additionally, all marketing efforts from search to social media should drive prospects and customers back to a website because that is where customer experience can best be managed, from information to customer service portals and online payments. Providing a consistent and impressive presence across all platforms instills confidence in prospects and also helps with search engine rankings.
Consideration – Most prospects do significant research when considering a vendor, and they are most likely to rely on ratings and reviews to solidify their decision. While no company is expected to have a perfect 5-star rating, it is important to have enough ratings to establish credibility as well as proper responses to customer complaints on the occasional low rating. Businesses with a systematic process to get customer feedback not only have more ratings but they also have better insight into what their target market desires.
The Purchase – Payment options for products and services need to be convenient and must be available online. Online portals can also serve as an electronic point of sale for single and recurring transactions. Most transactions begin with an estimate. When automated, all steps can be done online, whether it’s sending the estimate, receiving approval, and collecting a deposit. Once the work is complete, the estimate can be updated and converted to an invoice that can be paid online. Ideally, the customer should be able to access a customer portal where all the transactions and interactions with a business can be reviewed on a self-service basis.
Service – At the heart of great service is good communication. Customers expect a pleasant experience as well as quick-and-easy access to their information. This requires software tools that provide the vendors, staff, and customers access to communication history and shared documents 24/7. No matter how a message is sent- via email, text, or social media message- the customer expects the person they are speaking with to be aware of the content of all prior communication. Additionally, all documents shared should be stored online for easy access and reference by the business and the customer. A good customer service portal provides all of these plus reminders and options to make appointments, sign up for services or webinars, and view/pay outstanding balances.
Loyalty – Customers prefer to work with businesses that have a customer-centric focus. A business that demonstrates their understanding of customers and prioritizes meeting their needs can earn not only loyalty but advocacy (link to below). Businesses that listen to the customer can provide special offers, reminders, and marketing campaigns that target each of their customer segments’ current requirements.
Advocacy – The ultimate loyalty a customer can show a business is reviews and referrals. Many businesses find that getting ratings is a challenge. With the right tools, rating and reviews can be made convenient for the business and the customer. A process can be put in place that automates the requests and reviews rating so that thanks and comments can be made quickly and easily.
Customer Experience Software
Providing an exceptional customer experience requires the right tools. Putting the tools in place that create an experience that best represents your brand is key to nurturing customer relationships. Having a professional review the options with you, help you select the right one, and implement the best platform can save you time and money.
