What does it take to drive more customers to your business?
Do you need to lower your prices to compete with your rivals? Or maybe you should create another product line to attract a new audience?
While these tactics can work in some instances, it’s not guaranteed to increase your revenue. If you look at what your customers are demanding, then you’ll see a trend among top-selling brands:
Great customer experiences (CX).
We find that an astounding 96% of customers say their experience with a business determines their loyalty to that brand. And it appears to be true — roughly 84% of companies that work on their customer experience strategy report an increase in revenue.
Some see their bottom line increase between 4% and 8% (compared to others in their industry, who ignore adopting a CX strategy).
So what can you do to reap the benefits of customer experience craze?
You can start by developing your own customer experience management strategy. Let’s see how you can do just that.
What is a Customer Experience Strategy?
Before we dive into the strategy, it’s essential to clarify what the customer experience is all about.
Customer experience (or CX) revolves around a customer’s holistic perception of their experience with your company.
The keyword here is holistic.
It doesn’t matter how great of an experience a customer has while purchasing your product or service. If you fail to offer excellent customer service (post-sale), then this will abruptly end their positive perception of your brand.
It’s vital to focus on all aspects of your business when creating your customer experience strategy. Every interaction a customer has with your business should be superb.
There are three key areas you want to focus on in your customer experience strategy:
- Touchpoints: Social media posts, website, emails, blog posts
- Interactions: phone calls, online chat, social media chat, online forms, product interactions
- Engagement: Subscribing to a trial or newsletter, purchasing a product/service, scheduling a call with a sales rep, contact customer support
In doing so, you can ensure your customers are getting a great experience at every level of the buyer’s journey.
Quick note: The customer experience doesn’t end when a customer completes a purchase. It’s critical to have a courteous and helpful customer service team to maintain exceptional relationships with your customers.
Why is it So Important to Create a Customer Experience Strategy?
When a customer has a bad experience with your company, what happens?
At best, they’ll refuse to do business with you again. However, it can boil over to your future sales if they decide to share their negative experience.
By building a strategy around customer experience, you can improve the odds of creating a happy customer base.
And with happy customers come all sorts of benefits, including:
- Growth in customer loyalty
- Increase in happy customers
- An influx of positive reviews, recommendations (and other forms of word-of-mouth marketing)
- And ultimately, more revenue for your business
The latter is especially true — happy customers are long-term customers, which means more money in the bank. And it’s also worth pointing out that American shoppers will pay 17% more with a company that has a reputation for exceptional service.
Customer experience is now essential to maintaining successful businesses. But you’re only going to pull this off consistently if you take a strategic approach.
So let’s dive into what you can do in 2020 (and beyond) to create a winning digital customer experience strategy.
5 Ways to Improve Your Customer Experience Strategy in 2020
As you’re planning your customer experience strategy, keep the following customer experience strategy best practices in mind:
- Reachability: Are you where your customers are?
- Service convenience: Do you offer self-service, and which channels do you offer customer service?
- Purchase convenience: Is your sales process seamless/friction-less?
- Personalization: Are you properly catering to the unique needs of your customers?
- Simplicity/Ease of use: Is your content across all channels optimized for mobile, and does it help ease the buyer’s journey?
- Channel flexibility: Are you tracking conversations had with each customer across all channels? Are your reps applying context about the customer across these channels?
Let’s review five tips you can use to develop your 2020 CX strategy.
1. Offer Great Customer Experiences with Great Customer Service
Some may be a bit confused about the differences between customer service and customer experience.
So to clear things up:
Customer service is the act of helping a customer who’s in need. Customer experience is the interaction a customer has with your business — from the first interaction to the final sale to engaging with customer support.
A part of ensuring customers have a great experience in delivering stellar customer service.
There’s no way around it.
If your teams are unavailable, rude, or fail to deliver answers and support in a timely manner, then it’s going to ruin your customer relationships.
Post-sales customer service is something you don’t want to overlook because it’s the key to boosting retention rates.
The best way to ensure this is to…
2. Get to Know Your Audience (the Who, the Why, and the How)
Having buyer personas will help your sales, marketing, and customer service teams to deliver the best content and conversations with your audience.
To develop a buyer persona, you have to understand fundamental things about your customers, such as:
- Who they are? (demographics data is helpful)
- What do they want? (What solutions can you offer them?)
- What are their pain points? (How can you resolve their problems?)
- What are their motivations? (Pricing, quality, lifestyle improvement)
- What type of experience do they desire? (Education, speed, entertainment, relaxation)
The more you know about your prospective customers, the easier it’ll be to create content, products/services, and experiences that cater to their needs and desires.
In case you didn’t know — 91% of consumers are more likely to shop with brands that deliver relevant offers and recommendations. And another 80% are willing to buy from brands that provide personalized experiences.
So personalization and the customer experience go hand-in-hand.
Share these buyer personas with your marketing, sales, and customer service teams so they can take a customer-centric approach in all of their efforts.
Quick note: Alignment across departments is critical to that holistic customer experience we mentioned earlier.
3. Develop a Clear Customer Experience Vision for Your Company
Once you know who you’re targeting and what they desire from your brand, you can develop a plan to deliver it to them.
You’ll need to create a synergy between the company’s vision and your customer experience vision.
You also need to ensure your values are embedded in your company’s culture so your organization can learn and implement them in their daily routines.
How do you do this?
By creating a definition for your brand’s vision. The best way to do this is to list statements that’ll act as guiding principles.
Take a look at Zappo’s vision statement:
This clearly outlines who they are, how they want to be viewed by customers, and their dedication to providing the ultimate experience to not only their customers, but their employees, shareholders, and others within their organization.
4. Align Your Customer Service/Call Center Agents with your CX Strategy
Your customer service team is on the frontlines, dealing with your customers face-to-face (or screen-to-screen) each day. They’re the ultimate human connection between customers and your organization.
So it’s imperative that they learn all about your buyer personas, company vision, and your customer experience strategy.
With them on board, you can ensure your customers are getting excellent service post-sale. Again, this will help to retain more customers, increase the lifetime value of customers, and grow your revenue.
The key is to meet customers where they are.
Today’s consumers aren’t quick to pick up the phone and contact a company with their questions and concerns. Instead, they’re taking to social media, email, text, and other digital forms of communication.
So it’s ideal to set up your call centers and customer service reps with the means to connect with customers via these mediums. You can even set up chatbots, so your customers are catered to after hours.
If a human is needed, the chatbot can schedule a call with a rep, who will reach out to the customer at the preferred time/day they selected.
Educating your customer service teams about your customers and supplying them with the proper resources will make their roles easier.
For example, your CS team should learn FAQs and the content to direct customers to. This is usually created with the help of the sales and marketing teams. With these tools, CS reps can cut down time spent on chat or calls with customers by quickly providing them with the information they need.
Here are a couple of content ideas that can empower your customer service team to deliver a better customer experience:
- Video tutorials
- Getting started guides
- FAQ section on the website
- Long-form blog posts that cover topics in-depth
Your CS team can use this to answer questions and provide better support. And if necessary, your customers can be directed to the content source to consume the information on their own time.
Just be sure the content is user-friendly and quick to read/watch.
5. Capture Feedback from Your Customers (in Real-Time)
Customer surveys are excellent tools for learning about their experience with your business and customer service reps. But don’t wait months to send out your survey en mass to a group of customers.
Instead, you want to ask them in real-time, while their experience is still fresh in their minds.
This is a common practice today — one you’ve likely encountered with brands you’ve interacted with. For instance, while using a live chat tool.
At the end of your conversation with a specialist, you’ll get a quick survey asking how the representative did. It’ll ask questions like:
- How well did the rep communicate?
- Did the rep answer your questions satisfactorily?
- Will you use the live chat tool again?
Now, you don’t want to bog down customers with a lengthy survey. Keep it short — no more than three to five questions. This way, more people won’t mind taking the time to answer them.
You can make the questions multiple choice or implement a rating system, where they choose between one and five stars to rate their interaction.
What’s great about this technique is that it can help you to improve your digital customer experience strategy. You can learn whether it’s the platform or the rep that’s the problem.
You’ll know if there’s a pattern in the answers you’re receiving from your customers. If a lot of people are dissatisfied with your reps, then it may be time to retrain or replace them.
Quick note: It’s a good idea to also record Net Promoter Score, Customer Effort Score, and Time to Resolution to get a holistic view of your customers’ experiences.
Commit to Your Customer Experience Strategy
It’s not enough to create a CX strategy — if your organization isn’t committed to seeing it through, then it’ll undoubtedly fail.
It’s vital to have teams that are aligned with your customer experience vision.
One way to motivate your customer service team is to empower them with insights that help make their roles simpler.
At Seekify, we offer AI intelligence that adds context to your CX strategy. With actionable insights, your team will be able to personalize content and consistently produce meaningful customer experiences.
Want to see it in action?
Request your free demo today!