It’s no secret anymore that a positive customer experience technology drives customer retention and loyalty. This is why many companies are honing their customer service to be at the top of their business.
And also there are differences between the digital world and real life. Customers’ expectations in the digital world can differ from those in the real world. Different generations may have different preferences. Older people can find it difficult to correspond with a customer service representative, while younger people type much faster than talking on the phone. In any case, the goal is the same: to satisfy all customers by providing impeccable service. Here are some tips and tricks on how to digitally improve your customer experience.
Most companies assume they provide a great customer experience (CX). However, according to recent research, no more than 1% of companies actually perform well in this area. And this should be alarming, given that CX is gaining more and more important in the struggle for buyers. So we will provide you with 5 tips for building quality customer service.
The customer experience won’t improve if you think carefully.
Random, haphazard actions are not enough to raise the quality of customer service to a truly high level. The only way to improve the customer experience is to focus on the task at hand across the company. This means that concrete and measurable improvements require the attention of senior managers, a separate budget, special tools, and regulations for documenting customer experience, collecting and analyzing proposals for improving the service.
If you want your efforts to improve the customer experience to have an impact on your bottom line, you need to assign someone in charge of this area and set aside an appropriate reserve, at least within the overall advertising budget. This will make sense as it will help you deliver on the promises you make in your ad.
This is a much more pragmatic and effective approach than simply declaring in corporate meetings how important it is to delight your customers. Treat positive customer experience as a specific task in the context of your business model, product, target audience
Your Best Customers Should Become Your Supporters.
Companies that offer superior customer service have a common goal: they focus primarily on ensuring that their most profitable customers are treated to come over and over again and recommend their products and services to their friends. These companies always know exactly what their customers need.
The concept is very simple but quite difficult to achieve in practice. Brands that understand that they can generate consistently growing income over the long term try to consistently build relationships with customers from the outset so that they become like-minded people.
Does this mean that you should ignore all but the most profitable buyers? Of course not. It would be more correct to focus on the most promising – those who are most loyal to your company. With their help, you will receive first-hand reliable and timely information about what is good in your service and what needs improvement.
Gradually, you will build a whole network of active supporters, gathering you people with similar goals and motives.
You must understand what results in your customers expect.
What does your client expect to receive? Knowing the answer to this question and building in accordance with it all the key processes related to marketing, sales, service – makes your company more valuable in the eyes of buyers. Let’s take advertising as a product. What does the client expect to receive from him? For him, the desired outcome is not ad placement. And not even an increase in its click-through rate. And not reducing optimization costs. He wants to attract an audience with the help of this ad, and ideally – to sell something to it.
Always keep in mind what your client wants to achieve in the end. And before answering this question, think over all the nuances. The desired result has two parts: the desired effect and the corresponding experience.
The desired effect is what the client must get from you, no matter how. For example, if you provide transportation services, then the necessary effect is the quick and safe movement of the client from point A to point B. But the second part – what kind of customer experience he will receive at the same time – will distinguish you from competitors. In this case, you do not have to provide something grandiose. But the level of service must meet the expectations of your client.
For example, a beta version of a software product can be quite mediocre in terms of usability – the main thing is that it solves its main tasks. However, the release version must already meet all user expectations in order to successfully compete in the market.
The Customer Experience Specialist’s goal is to figure out what your customers want and how they want it. If you can’t answer these questions, it’s likely that you don’t know your target audience very well.
Combine qualitative and quantitative data sources.
Making effective decisions to improve your customer experience requires analyzing both qualitative and quantitative data about your business and your competitors. At the same time, most companies that focus on web analytics think of it simply as collecting and analyzing information, which routes visitors take, which pages they linger on longer, which links and buttons are clicked more often. But this data is not enough. Yes, they tell you what the person did. But they do not explain why he did it.
For example, when you look at statistics for the most viewed pages on a site, you can tell which pages your visitors have viewed the most. But how do you know which one your visitors actually want to see? Perhaps they could not immediately find what they were looking for because your navigation system was not very good on your site? Web analytics can only report information about the actions taken, but not about those that the visitor wanted or could not perform.
This is why customer feedback is so important. Surveys, usability tests, distance testing, and other methods can help you understand why people do what they do when they land on your site. By combining qualitative and quantitative data from multiple sources, you have a more complete picture that makes it easier to make the right decisions.
Great customer experience delivered by empathy and kindness.
In order to provide the best experience, you must empathize with your customers, feel them, anticipate their needs. You don’t want your customers to feel uncomfortable, frightened, or confused. On the contrary, you try to make them happy with the communication with you, and ideally, even happy that they turned to you.
If you want to improve the customer experience when interacting with your company, start listening to your audience, exchange knowledge and emotions with it. Don’t rely only on dry statistics. You can’t hug a table. Try to “humanize” your data, feel it.
This, of course, is not achieved overnight. Becoming a customer-centric company is a long evolution in which each of your employees must feel that they are responsible for the quality of customer service.
Good luck with your customer experience and high conversions for you!
