Customer experience refers to customers’ perception of a brand. This impression may be either positive or negative and ultimately determine whether a customer returns.
Customer experience is vital to businesses; providing exceptional experiences helps create stronger customer relationships that can result in increased sales, brand loyalty, and reduced operational expenses.
1. Make it easy for customers to do business with you.
Establishing a delightful customer experience requires team effort. In small businesses, one or two employees may provide this experience; but larger organizations often involve various departments and groups – sales and customer support directly interact with customers while engineering, finance and marketing produce products, services and processes that impact consumer experiences as a whole.
Attaining customer expectations requires listening and soliciting feedback on your brand from customers, and using it to develop strategies to enhance consumer journeys for all involved.
An outstanding consumer experience allows customers to feel valued and appreciated, creating brand loyalty which in turn drives up revenue by drawing in new customers while holding onto existing ones.
2. Create a sense of community.
As companies adopt more flexible work arrangements and remote working tools, creating a sense of community becomes even more critical. Staff who feel like part of a company tend to be more invested in its success and take less sick days and contribute directly to its bottom line.
Building a sense of community requires more than simply feeling good; it must also provide people with networking and educational opportunities.
Brands must actively seek customer feedback on these aspects rather than waiting for customers to express themselves directly. One effective method would be using omnichannel conversations as well, for example when people reach out through chat apps or telephone support.
3. Give customers the tools they need to be successful.
Brands often attempt to distinguish themselves by providing an exceptional customer experience. While exceptional customer service is certainly key, providing an unforgettable customer journey extends far beyond its own controls; third-party reviews and opinions, social media mentions, press coverage and pop culture references all play an integral role.
Utilizing technology to create exceptional consumer experiences is an increasingly common strategy, yet technologies that increase speed, convenience and knowledge tend to be more valuable than those designed purely to impress with flash.
Companies that can deliver an exceptional consumer journey experience reap tangible rewards in terms of reduced customer acquisition costs and churn rates, as well as more revenue generated from existing customers; data shows that satisfied consumers tend to purchase additional products or services from brands they love.
4. Make it easy for customers to give feedback.
An ever-evolving constellation of external forces are exerting unexpected influence over people’s decisions and forcing a constant reassessment of what matters most to them.
Consumers want brands that anticipate their needs and deliver delightful experiences, not simply on product quality and pricing alone. In the past, companies could differentiate themselves with product quality or price, but today companies must do more in order to differentiate themselves and stand out from their competition.
One effective strategy to do so is by making it easy for customers to provide feedback – and then showing that you value their input. Showing them that you value it makes them more likely to give it again and recommend your brand to others. Whether that means creating new blog posts, features or improving website designs; acting upon customer feedback will build stronger relationships.
5. Make it easy for customers to share their experiences.
Customer experience is defined by how customers perceive it, which can vary widely depending on various factors from product design and messaging, through post-sale services and support, all the way to post-purchase services and support.
Customers who feel heard, understood, and valued tend to stay longer; they purchase more, churn less frequently, and share their experiences with family and colleagues. Studies show that brands who prioritize customer experience experience revenue increases of 8% higher than competitors that don’t prioritise it.
However, despite all of the excitement about customer experience (CX), many companies still fail to focus on its true essence: speed, convenience and receiving relevant information at every point in a consumer journey.
