7 Steps To Improve Customer Experience
Providing a good CX is a complex task that involves several detailed and coordinated actions. But mainly, it’s about people, whether clients or employees. Read our article and find out 7 standards to improve your customer experience
As digital evolves, providing and improving consumer experience becomes an increasingly complex task, which involves coordinated actions, detailed processes, judicious choice of channels, processing data, and converting it into business insights, and much more.
So, run away from the gurus who say it’s all very simple: it’s not and we know it. But there are some good practices, and in this article we list 7 of them, which ensure a fluid experience. Read on!
What are the key aspects of Improving CX?
- Employee Experience
- Know Your Audience
7 Steps to Improve Customer Experience
When interacting with customers, it’s crucial to make their satisfaction the number one priority. Remember: customer satisfaction means retention, after all, acquiring a new customer can cost five times more than retaining an existing customer.
There are a variety of ways to achieve this goal, but a combination of the following is not a bad way to start:
1) Getting the culture right
A company’s culture refers to its values, perspectives, and goals. Every member of an organization contributes to the culture, but leaders within the company usually set the standard. When trying to put the customer first, remember that the customer is the person that allows the business to exist in the first place.
When employees notice customers are the ones keeping the business going, they’re more likely to treat them with respect.
Take Southwest Airlines, for example. The airline industry has, in the past, been tarnished for its poor customer service. But Southwest Airlines are challenging such views with their company promise, which states they will: provide the same concern, respect, and caring attitude for every Southwest customer as they do internally, within the organization.
Southwest has been in operation for 43 years and has managed to perfectly communicate its vision and mission to its employees and create a unified team.
2. Employee experience matters
Customers can usually tell when an employee is happy, and satisfied employees lead to a more pleasant customer experience because positivity breeds positivity.
One of the ways to make consumers feel comfortable is by surrounding them with happy employees.
Zappos is an example of creating a solid work environment. The shoe retailer is recognized for its great culture that begins from the very start with a job interview that analyzes whether a person is suitable for the company environment.
One of the more staggering things Zappos offers new employees is the opportunity to receive $2,000 in exchange for quitting after the first week if they decide the job is not for them.
Those who stay are introduced to the organization’s ten company values. A concept based around an employee poll on what they think the company’s core values should be. Hundreds of ideas were submitted, which resulted in foundational themes.
A significant part of the company’s annual budget is dedicated to building teamwork and promoting work culture. When a good work culture is in place, customer satisfaction comes hand in hand with building a good brand.
3) Targeting Your Audience
Putting the customer first is easier when you know who the average customer is. Targeting the audience allows for the creation of a typical customer profile. Knowing your customers’ age, interests, and schedules enables you to create an experience that feels
custom-fitted for them.
Take Amazon, for example, and their use of Personalization for Better Convenience.
Recent figures have suggested that personalized recommendations across Amazon’s website drive more than 30 percent of their total sales.
Recommended products are based on purchase history and views. This algorithm offers value to Amazon while making shopping more convenient for customers. The convenience attained through personalization helps to attract new customers while retaining existing ones.
4. Personalize the customer experience
Consumers want to feel like they’re special, that they are receiving a personalized experience. Creating small work customizations that make customers feel like they are being noticed can make a big difference.
This can be as simple as writing a thank you note after serving them, knowing their usual order, or just remembering their name when they come to the store. Small gestures can have a significant impact on improving CX.
Take, for example, Trader Joe’s. The privately-owned grocery chain that always looks to prioritize customers.
One of their more famous stories about customer attention surrounded an 89-year-old man who was snowed in at his Pennsylvania home around the holidays. His daughter was concerned about getting him food and called a bunch of stores to see if anyone had delivered.
Trader Joe’s went against their own policy to deliver the items that fit his low sodium diet for free.
When organizations put in the extra effort with a customer, even when it’s not required, customers are sure to notice and appreciate you. Again, customers who receive this high level of care are likely to return more frequently.
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It’s simply impossible to satisfy customers 100% of the time but the best approach is to always try to be transparent with them. Most customers appreciate honesty. If you let them know what is stopping you from fully meeting their needs, it can help mitigate negative reactions from unsatisfied customers.. Even if you’re unable to satisfy a customer completely, in general, consumers are less frustrated when they are told the truth about your situation.
If you are looking for a quality example of solid transparency, look no further than the outdoor clothing brand Patagonia, which looks to build trust through transparency.
Patagonia has aligned itself with environmentally-friendly goals for decades. You can see this in their mission statement the importance of the initiative to them and their customers, who are often young adults interested in sustainability. Not content to just talk about their promises, they put transparency as a top priority, providing customers with a wealth of information about their production process.
They openly list where their apparel is produced and have a Supplier Code of Conduct that is strictly enforced online. Patagonia is also more than willing to answer questions about the sourcing of its products and is honest about its shortcomings.
This upfront honesty helps soothe the concerns of skeptics and ultimately builds confidence that Patagonia truly believes in its mission statement.
6. Ask for Feedback
When trying to figure out the best way to enhance customer experience, the easiest way is often to simply ask them — not exactly what they want, but what they think about your offer.
Most customers are willing to give insight into what they want out of business. Through simple questions like, “Is there anything else I can help you with?” customers can explain what it takes to make them feel special.
You can say what you like about the nutritional quality of their burgers, but you can’t accuse McDonald’s of not listening to their customers.
Through looking at different ways of capturing customer feedback, including social media and online surveys, McDonald’s has done its best to identify what customers want from the fast food chain.
For example, it discovered a desire for healthier menu options and longer opening hours. Similarly, McDonald’s acted on the customer’s desire for breakfast items throughout the day, introducing its ‘All Day Breakfast’ in selected US stores. It based this strategy on data sourced from its social listening efforts.
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7. Being adaptable and willing to adjust
When we think about customer-centricity, we can’t lose sight of buyer journeys. Contemporary digital demands from consumers to offer multiple journey options and touchpoints for conversion. More touchpoints can mean more opportunities.
Those journeys are meticulously planned (or should be) – and this doesn’t happen without iteration, which means going back and forth through the processes to identify friction points and fix them. There is evidence that adapting services to meet a customer’s needs is what keeps them coming back.
When it comes to adaptability, the example of Kodak comes to mind. Kodak used to dominate the photography industry. However, its failure to respond fast enough to the advent of digital photography saw the company file for bankruptcy in 2013. But it has since bounced back and risen from the dead.
In January, Kodak’s share price on the New York Stock Exchange more than doubled. The rise came off the back of Kodak’s announcement that it is launching its cryptocurrency called KodakCoin.
Aimed at photographers, KodakCoin forms part of a wider blockchain platform committed to protecting photographers and helping them control their image rights. Kodak has returned to prominence by adopting a proactive approach to new technology.
Have we got it right? Learn more about not to improve Customer Experience
Struggling to understand your consumer? Maybe don’t listen to them is the solution. You read that right.
Henry Ford once said: “If I had asked people what they wanted, they would have said faster horses”.
What he means is that if you listen to your customers’ demands directly, they will tell you what they THINK they need. But they rarely know what is going to solve their problems.
Instead, we suggest that you:
1) First, focus less on your solution and more on how it solves problems. Its context of use.
2) Second, get your insights from customer behavior, not only from what they’re telling you. Try to identify the subtext behind what they’re saying.
Delivering the best experience to your consumer doesn’t have to be a pain. You just need the right method & strategy. We wrote a step-by-step guide on how to properly listen to your customers. Get your free copy below.
If you’re ready to improve your customer experience, don’t hesitate to reach out to one of our experts today.Back