Although there is no commonly-held definition for customer experience, we can define it as the perception a customer forms over a series of interactions with an organization. It is how the customer engages with your brand throughout the cycle and not just a snapshot. Revenue and reputation of any organization depend on customer experience.
Caring for your customers never goes out of fashion. Organisations which strive to keep their customers happy are always successful. Providing a good customer experience differentiates an average organization from a very successful one. So what do we do to as an organization to provide that extra little to the customers?
This is where the need to have a customer experience strategy comes into play.
Every successful brand has a successful customer experience strategy, they strive to reach out to their customers. Successful designing and delivery of customer strategy do not happen overnight. It’s a systematic strategy to help your organisation consistently exceed customer expectation.
A customer never runs out of options in a world full of competitors, his customer experience is what brings him to our company or brand. An organization should base its customer service strategy around this experience because at the end of the day a happy customer will give you sale and revenue.
We have to understand that customer service and customer experience are two different things. Customer service is just the beginning of a customer experience. However, customer experience is the overall experience, which continues even after the sale is made.
No business can sustain without customers, so giving customers enough reasons to come back to you is a very important aspect of a successful business strategy.
There is no end to a customer’s expectations. Businesses have to adapt to customer’s expectations with each passing day.
How To Cope With Expectations?
Know Who Your Boss Is!
In any business, it is imperative to know who the real boss is. The customers are the ones who run the show. The vision, mission and goal of any company should always revolve around its customers. There is no business without customers. Every employee in the organization should know whom they work for and what.
A customer is always on the lookout for the best value for his money. A successful brand always thinks about its customer before developing its product, they are the center of all their innovation.
Be The Customer
Every customer is unique, their needs are different, their financial situation is different and their emotional state is different while they make a purchase. It is very important that we know what exactly a customer needs. Successful organizations connect and empathize with their customers and their situations. This can only happen when we step into the customer’s shoes.
Hire or Fire
Hiring the right staff is the key to great customer experience. Hiring the right people for the job helps you establish a positive internal culture, which will directly improve the customer experience.
Business parameters must be laid down for future staff and for the existing ones which will enable a smooth transition. Patience and positive temperament are the basic skill sets required to sustain the robust customer service environment. Personality and attitude cannot be learnt.
Feedback = Bliss
How does a business know if the customers are satisfied?
Shouldn’t we thank our customers for leaving a feedback?
Any business that value their customer’s experience go a long way. An unsatisfied customer will do more harm to your brand than happy customers. Every organisation need to have a system which tracks customers who are unhappy. A feedback from an unhappy customer is another opportunity to the organization to satisfy them by doing what pleases them.
Set The Target Right
Every business has customers who return and are the ones who give them a lot of revenue. Creating a database of these customers helps you allocate resources.
Rewarding these customers with attractive discounts and offering them membership in elite clubs will help the business grow. These customers will invariably end up returning and give more revenue to organization.
Publishing these customers who belong to the elite club on your website will help you market your product and lure more customers.
We asked one of the veterans in customer service –
What is that little extra that your customer executives usually do , which receives an extremely positive response from your customers ?
There are no set rules to follow for good customer experience, a sale cycle begins and ends with our customers and their experience is the most crucial factor which decides if the organization is heading north or south.