What is Customer Experience?
Customer Experience is defined as an interation between a customer and a business, both pre and post-sale – from the minute that customer first hearing about your company, searching for more information, considerating, meeting, making a purchase and coming back for another buy.
The importance of Customer Experience
A business cannot survive without customers. That’s why businesses need to focus on finding new customers, and more importantly, retaining current ones. A study by Bloomberg Businessweek shows that “creating good customer experience” has become a first priority in any business’s strategy. 75% of manager rated the importance of CX 5 out of 5.
Customer Experience is an integral part of Customer Relationship Management and the reason why it’s important because a customer who has a positive experience with a business is more likely to become a repeat and loyal customer.
According to a recent study by Forrester (a market research company in the US), leading companies on customer experience’s annual revenues grow up to 17% and maintain for five years, compared with just 3% of slower business.
Build strategies to create effective customer experience
Focus on customers, prioritize customer experience
Customer experience should be identified as the first priority. Many people think that it is true only in the case of large companies, or in an extremely competitive market. For this reason, a lot of businesses wait until they are really in these situations to actually take customer experience into consideration.
In fact, the application of customer experience management has nothing to do with business scale or market situation
Understand what customers need and create customer personas
To create the best customer experience program, a business has to first know who their customers are and what they want. In order to do this, you need to connect and emphathize with the situations your customers are facing.
Businesses need to make personal interaction with customers instead of just making positive impact when customers use their services or contact with businesses through channels.
The collected data of customers will help businesses realize what the want to achieve and why, and the action they are making next would be really meaningful to customers.
Create business mission, vision and plans
Deep analysis of business mission, vision and processes is the first step to rearrange the work flow with a successful CX strategy. Knowing your objectives and setting business priorities based on current business scenarios. Build a customer experience strategy that fulfills customer experience goals and makes the customer happy.
What experience do businesses want to bring to their customers? What will businesses focus on? In other words, it is necessary to define what customers value and the factors that bring positive impact to customers. This step forms customer experience strategy that will set a good image in the mind of customers.
Customer experience program is not a project. It has a start point, but no end point. It is a system of continuous improvement. Before implementing, businesses need to have a specific roadmap.
Create emotional connection with customers
According to Dicso, there are many companies talking about “customer experience” but actually they are just creating an “user interaction interface”. Experience is a factor bringing emotion and is based on awareness, while an interface does not create these things. Emotion decides whether businesses have built up good relations with customers and or not, make them say things like “I just buy [this product] from [this company]”.
A study by the Journal of Consumer Research has shown that more than 50% of the experience based on emotion, and emotion forms the customers’ decision of to buy or not to buy.
In Marketing Communications, the personal video clips often help businesses create the emotional contact with customers. Thanks to the combination of image, sound and movement, those clips tell the story full of enticing and attract viewers.
How can you know that you have brought an excellent experience to customers? Customer feedback is an effective way to measure it.
If it is used correctly, these feeback can help you reach potential customers, take care of existing customers and improve business.
Provide information to potential customers
According to a survey of BrightLocal (a website about online marketing tools), 84% of website visitors trust the reviews online as well as suggestions from friends. These assessments written on your website will provide valuable information about the business to potential customers. They will share details about your service/product from the user’s point of view, and help earn a trust from potential customers.
The key here is to show those testimonials under the form that is easy to view and easy to search. When customers visit your website, they want to know whether the product/service you have meets their needs or not. At this time, reviews from other customers can help them to get this information in a more friendly way than advertisement.
Make customers feel valued
Customer experience should not only target new customers. In fact, while most businesses spend 80% of your marketing budget to attract new customers is 40% of total revenue comes from existing customers, according to data from Adobe. Thus, it is important to make your current customers feel they are being valued, and it is when customer’s comments become effective. When you ask customers for feedback of your product/service and post on website, it shows that you are listening to them. It will help maximize customer loyalty, thereby turning them into lifelong customers.