The evidence is clear. Implementing a good customer experience strategy helps companies boost customer engagement, loyalty and their financial performance. This has been confirmed in multiple research studies by leading experts such as McKinsey, Forrester and KPMG.
The more useful question to ask is: How do you create a good customer experience? This is a huge topic. But, here at Happ CX, we believe there are three key aspects you simply can't afford to ignore.
1-Offer your customers an Omni-channel experience
This is an absolute must. You have to be everywhere your customers expect you to be. Your channels could include your website, mobile app, multiple social media channels and customer contact centre. Depending on your business, this might also include physical premises such as retail outlets; both your own and any third party distributors.
Your customers are likely to interact with you across a number of these different touchpoints. And, they'll expect to receive a warm welcome and consistent level of service at each one. Customers are also now used to moving seamlessly between online and offline channels, so your service responses and tone of voice need to be aligned.
2-Build an emotional bond with customers
Naturally, your employees need product knowledge to deliver a good service to customers. But, that's only part of the CX equation. Your customers will judge you on metrics such as price and reliability, but emotion plays an even more significant role than these rational yardsticks when it comes to building customer loyalty.
To really relate to customers and build empathy, your employees need to understand how customers feel and what drives them. For example, many companies go to great lengths to provide technical product knowledge training so their customer service teams can respond to questions and solve issues. But, if those employees can't put themselves in the customers' shoes and appreciate their worries and doubts, they won't be able to offer genuine and convincing explanations and advice.
Think about it. When you speak to a customer service agent and they solve your problem – does it make you feel good? The answer probably depends on their approach to helping you.
If they've used lots of technical jargon, you might just feel lost. If they've been impatient or lacked interest, you probably don't feel like a valued customer. And, if they've obviously followed a pre-determined script, they may not have sounded friendly and authentic. On the other hand, if the agent has made an effort to understand your problem, the chances are you will feel considerably better; you're also more likely to be tolerant even if your problem can't be solved immediately.
3-Track and act on customer feedback
The ability to collect accurate and timely customer feedback is essential to creating a successful customer experience. To provide a holistic view of the customer this data needs to be integrated across all channels and immediately available to all customer-facing teams. This is the only way your employees will have a complete history of the customer's interactions with your company and be able to provide a relevant, empathetic response.
How your customers feel when they interact with you is ultimately the deciding factor in how much business they are going to do with you and how likely they are to recommend you to their friends. Measuring customer satisfaction gives you the insight you need to deliver a consistently good experience. Then, by tracking and analysing the results, you can focus on making continuous improvements to your customer experience.
CEO, HAPP CONSULTING SERVICES LTD