Customer satisfaction matters.
Now more than ever, companies must understand, measure and improve customer experience.
Customer experience is the overall quality of all the interactions a person has with your brand
across all channels.
Your company can create the most elaborate, impressive product or service in the world, but if
your potential customers don’t enjoy interacting with your company, there’s a good chance they
will not return.
A study by Harris Interactive found that 86% of people will completely stop interacting with a
company if they have a bad customer experience.
Companies who skillfully manage and optimize customer experience reap enormous rewards. A
customer experience strategy can help you achieve higher customer satisfaction, increase
revenue, retain more customers and stop them from going to your competitors.
If you want to improve customer attitude and purchase behavior towards your business then
here are 5 ways to optimize customer experience:
Personalization
Customers want to feel special. They want to know that your brand cares.
Try to make sure that every engagement with a customer is a personalized experience.
Research shows that personalized experiences can increase sales up to 20 percent. It’s an
opportunity to build a strong relationship with a customer that will lead to a memorable
experience.
Modern technology allows businesses to store valuable customer data. With information such
as behavioral data, purchase history and customer preferences available, you can create
targeted marketing campaigns to build loyalty and trust.
With personalization, you put the customer at the heart of everything you do.
Keep Customer Experience Consistent Across All Channels
Today’s customer uses multiple channels and multiple devices when researching or buying a
product.
Customers expect a consistent experience across all channels as they start their interaction in
one channel and finish it in another. A company must take all of these experiences into account
if they want to create loyal customers.
Every area of the company that the customer interacts with should be on the same page. The
customer doesn’t see the customer service center, the marketing department, and the billing
office as different parts of your business. They simply see one brand. And they demand an
experience that reflects that.
Focus on drawing data from every channel and touchpoint. This will give you a better
understanding of your customers, which you can use to establish consistency across all
channels and touchpoints.
You want to create a unified experience for customers at every stage of their journey with your
business. Whether this involves interacting with your website, e-mail or over the phone, it’s
important that they receive a consistent experience.
Train Customer-Facing Employees and Support the Local Sales Team
Your employees and sales team should be trained to handle customers effectively, so that every
time a customer interacts with someone from your business, they have an outstanding customer
experience.
Customer training programs can help you enhance the skills of your employees and educate
them about your company’s products, services and target market. The training should reflect
your company’s desired customer experience and relationships with customers. Incentives such
as bonuses can motivate employees to provide top-notch customer experiences.
The key is to equip your employees with the skills to make the right decisions.
A centralized knowledge base, constantly updated with the latest information and documents on
products and services, has been proven to be supportive for sales teams. From the sales
perspective, they have quick and easy access to all of the information they need in one place.
Providing adequate training ensures they understand the principles of customer experience and
the concept of delivering memories rather than just transactions
Gather Customer Feedback and Quickly Implement Changes
Customer feedbacks allows you to accurately refine the customer experience.
You can gather customer feedback with surveys through email, direct mail, phone calls or on
your website. It’s important to communicate with your customers because you need to have the
best possible understanding of what your customers need and want.
Providing customers with a way to give feedback, across all of your touchpoints, will enable you
to monitor and address key issues when they arise. When customers provide your company
with feedback, quickly implement the ideas so you can improve their experiences.
The more you take your customers’ needs into consideration, the better experience you can
create for them.
Leverage Technology to Enhance Customer Experience
With technology today, businesses have a variety of ways/tools to instantly transform their
customer experience. Once you’ve developed a customer experience strategy, then you can
identify what technology you need to make it happen.
A distributed marketing platform can be used to personalize marketing, keep customer
experience consistent across all channels, train customer-facing employees and support sales
team and gather customer feedback.
If you’re a company hoping to thrive in today’s economy, then be sure to focus on optimizing
your customer experience. The tips above can help ensure that potential customers enjoy
interacting with your brand and ultimately make a purchase and become loyal repeat customers.
Companies who want to reap the benefits of customer experience optimization can take
advantage of Distribion’s marketing platform to offer better, more personalized interactions, as
well as stronger, more reliable relationship