That sounds like a no-brainer, but when was the last time you thought about the customer experience (CX) in those terms?
The top level is obvious. You need customers to generate revenue and profit. That’s Business Survival 101. And if their experience does not meet their expectations, they’ll take their dollars to your competition.
On a deeper level, though, you need your customers for feedback and insights into how you can tailor your offerings to match market demands, strengthen your relationships with your customers, and build your brand profile.
Whether you’re looking to improve customers’ buying experience online with an omnichannel customer experience strategy or at the point of sale, the return on an investment in CX will be worth the cost.
What Is the Customer Experience?
CX comprises all the things that go into a customer’s overall perception of doing business with you. Businesses that want to earn high marks for their CX should put the customer at the center of their operational model.
There are a few ways that you can offer great customer experience throughout your company. Listen to your customers and treat them as though they are your valuable asset. They may not always be right, but they are always customers and, again, you need them more than they need you. Help them solve problems in a friendly, knowledgeable, and professional manner. You want your customers to have a seamless experience with you from start to finish.
Happy Customers are Loyal Customers
The measure of a CX contact are the smiles on the faces of customers at the end of the transaction. Clients who have a great experience are likely to return. High-quality service is key to building strong relationships and loyalty. Moreover, clients who visit regularly and have a good experience each time are more likely to spread the word and tell their family and friends. Focusing on experience means you can build your customer base, attract new customers, and retain loyal ones.
Strong Reputation for Quality CX is a Competitive Advantage
Customers have options, and smart businesses compete for them on service. Customer-centric businesses with an earned reputation for superior CX are going to win the competition. Even if you offer the same product or service, if you show a good experience alongside this, customers are more likely to choose you—and keep coming back—than your rivals.
Repeat Business Increases Revenue
Creating a good customer experience can result in increased revenue for your business in the long run. If you improve the way your customers can interact with your company online and make it easy for them to purchase your goods, or get in touch, they’re more likely to complete their sale. And, again, happy customer are loyal customers, and repeat buyers are the difference between getting by and thriving. In addition, they are likely to spread the word to their family and friends, allowing you to increase your reach, and your target audience, resulting in higher profits.
Good CX Starts with Listening
You customers will tell you what they want, so ask them—early and often—what’s working and what needs improving. They’ll be happy to tell you, and if you can “read the room,” you’ll get a good fix on what they are telling you. Their feedback and insights will help you create a great CX and reap its benefits. Make sure that you are treating your customers in a way that is both professional, and personal—don’t be scared to show empathy where you need to and adapt your approach to everyone as necessary.
When it comes to your staff, you should ensure that they know what they are hoping to achieve with their customers. Creating a framework that they can refer to and work from means you can implement a great experience for your customers throughout each level of your company consistently. Make sure that they are representing your brand in the best way, regularly update their training, and listen to any feedback they may have.
