Customer Experience, the holy grail of marketing, has been discussed so often in recent days. However, its definition is not always very clear. So let’s discuss the term first. According to Gartner, a global research and insights firm, it is defined as the following:
Managing Customer Experience is “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty, and advocacy.”
In conclusion, CX is the planning and execution of every single interaction between your business and your customers.
It is the conglomerate of branding, user experience, customer service and all brand touchpoints. Customer experience is a wide field and you might not necessarily be able to influence every single component in the same way.
But you can always do your best. Let’s say a customer had a negative experience because someone stole his or her parcel from the letterbox. Of course, you can’t change anything about it. It hasn’t been your fault. However, your customer service can react to their complaint appropriately to make sure the customer feels seen and heard.
“Really, it should be your main focus.”
Good customer experience can be a power boost for your company that increases sales and revenue. Done badly, it can limit all your business aspirations. Additionally, it might be the reason why you are not growing as a company. According to Gartner, 81% of marketers are going to focus on CX in the upcoming two years.
A happy customer returns. Again and again. Customer retention and satisfaction are crucial to your business.
4 ways to improve your CX
Don’t get me wrong, improving customer experience is nothing that happens overnight. You have to put time and effort into research and learning and more research. A strong but agile strategy is important for your success.
1. Understand your customer
You must have heard the sentence “The customer is king” a million times already. It’s an oldie but goldie and true to the core. Your customer is the most important part of CX – and it is of significant importance to fully understand your customer and their needs. Creating customer personas can be a first step – but you shouldn’t stop there. Use digital media to gather feedback and most importantly react to it.
2. Keep your CX Management simple
If all customer data and most importantly all customer interaction is stored in one place (in one system). Teams can work together for a smooth customer experience. Social media enables customers to connect with companies on multiple platforms like Instagram, Facebook or Twitter. And they normally don’t care if your customer service prefers phone calls or if department x is responsible for complaints. Make their interaction with you as easy as possible.
3. Building emotional connections
Brands like Nike are a great example of emotional marketing campaigns that go further than just an emotional message. Their slogan “Just do it” is so simple yet so powerful that it is inspirational to people all over the world. Nike uses the trope of heroism in their advertisement with exceeding their own limits as the heroic act. The emotional factor takes customers on a journey with the brand which creates strong brand loyalty.
4. It’s a journey
Instead of thinking about each Customer Touch Point as a separate item, create a journey for your customer from start to finish, that is as seamless as possible. See the journey from your customer’s point of view and map it. Customer journey maps are a powerful tool to understand not only each step in the process but also pains a customer has to go through before and during a purchase.