As discussed in our previous blog , customer experience is one of the top priorities for businesses. It’s not just the product that customers are paying for, but also the experience. Thus, the overall customer experience shapes their choices.
Research on social psychology indicates that customers are willing to pay as much as 60% more for a better customer experience. However, customer experience is a relatively subjective matter. It is affected by emotion, personal circumstances, behaviors and perceptions. This presents quite a challenge for companies attempting to deliver a high level of customer experience. In addition, millennial customers, who represent the largest demographic group, are very sensitive towards brand interaction, demanding a comprehensive and complete customer experience.
Given that customer experience is complex, companies need to carefully manage the following aspects of their business to provide an outstanding customer experience.
Consistency at All Touch-points
The service standard and brand message of a company must be consistent across all channels of customer engagement to enhance customer experience. Whether it is a social media conversation or an encounter with the receptionist, a customer service rep via phone, or sales rep, the experience that a customer receives must reflect consistent company values. Dependable and outstanding customer experience can be achieved through integrity and cooperation between all departments in a company.
Recognize and Meet Customer Expectations
Customer expectations change with every sudden shift in market trends or through the influence of products from competitors. A company should always deliver products that match or exceed customer expectations. Being proactive in identifying and meeting customer expectations can strengthen customer’s brand loyalty and improve the value of service.
Meet the Diverse Needs of Customers
A company’s customer-base can be diverse in terms of age, gender, business, preferences, and needs; therefore, the brand message and product of a company should acknowledge and target the needs of diverse groups of customers and prospects. By identifying and segmenting the customer base, a company can engage each group with relevant content and products. Such engagements provide a rich experience to all types of customers, strengthening their connection with the company in the long run.
Manage Customer Feedback
Documenting and analyzing customer feedback is essential to improving customer experience. Despite the challenges of obtaining customer feedback, it is instrumental in developing effective strategies to improve customer experience and identifying areas that require improvement . Moreover, asking customers for feedback shows how much the company values their opinion.
With adequate software technology and user incentives, companies can have an effective system in place to obtain and use customer feedback. This will help companies improve their products and customer experience.
Despite the subjective nature of human experience, a company does have control over the customer touch-points and the brand image that is conveyed. By addressing the challenges of customer experience, businesses can benefit from numerous positive results such as higher sales, customer satisfaction, customer retention, brand loyalty and referrals, as we have mentioned in our previous blogs.
The aforementioned points are some of the tips that might help businesses deliver a good customer service. However, businesses must realize that the expectations of customers are ever changing, and businesses must keep up-to-date with the latest trends in customer behaviors to involve customers in the buying process.