In the commerce and e-commerce industries, the need for positive customer experience soars above all else. Consumers hunger for engagement with their favorite brands and are always searching for those amazing, one-of-a-kind (yet impressively consistent) experiences to delight and enchant them. To capture and hold the attention of customers, your brand should connect with them on a myriad of levels to deliver a welcoming, efficient and convenient experience every time.
In a recent study by PwC, 73% of consumers reported that customer experience serves as a key factor in influencing their purchasing decisions. Crafting a well-executed customer experience strategy will not only help your business retain customers, it will also help to endear new buyers and skyrocket your revenue over time.
Creating a sensational customer experience involves striking the perfect balance between customer service, packaging, marketing, the online experience and more. Each journey your consumers take with your brand should leave them feeling rejuvenated and, most importantly, valued.
As you recall your own business experiences, it will become clear that customer experience can quickly sweeten or sour your view of a brand. From a waitress greeting you by name at your favorite restaurant to the website that allowed you to seamlessly order the product you needed with just one click, the most remarkable interactions you’ve had with today’s brands were made possible thanks to the vast array of elements involved in the customer experience (CX).
With so many pieces to consider when building the puzzle that is your brand’s customer experience strategy, it can be tricky to get started. Here are five tips to help you get your customer experience strategy right and make your company a standout in your industry.
Create a clear customer experience vision.
A fundamental first step in crafting a successful customer experience strategy is to define a clear customer-centric vision for your brand and then weave this into a set of statements that will act as driving principles for your company. You’ll be able to use these principles to determine what experience you’re looking to capture and embed them into your strategy along the way.
If your brand promises convenience, as many in the subscription space do, then ensure that every element of your brand’s CX strategy is as convenient as possible for your customers. Consider 24/7 customer service agents or multiple channels for engagement such as a website, social media, text or phone. Every aspect of the customer experience should tie into your mission as well as your business model. Doing so sets a strong foundation for your brand and puts the best processes in place to bring your vision to fruition.
Capture customer feedback.
Getting feedback from your customers can be a challenge, but it ultimately produces tangible data you can use to construct a better customer experience in the future. Using real-time, post-interaction surveys can be a tremendous tool to help you gain insight and allow you to learn about your customers on a deeper level. This data also allows you to proactively reach out to those who aren’t satisfied and ask them how to improve — helping you retain more customers in the long run.
In addition to creating loyalty, engaging with your customers and asking for feedback ensures your brand is top of mind for your customers. When you’re regularly communicating, they’ll be more likely to remember your brand over those competitors they’re not in contact with.
Turn to your team.
Listening to customer feedback is just one key group you should be listening to. To make meaningful advancements in the experience you provide, you must also turn to your employees and strongly consider their opinions and feedback.
Your customer service team communicates with your customers daily. As the first and last points of engagement, they are a powerful and important piece of the customer experience puzzle. Listen to their insights as they are uniquely qualified to identify existing customer service wins and pain points before they escalate.
Without engaged employees to help deliver thoughtful, supportive and personalized engagement, the customer experience is likely to fall short along the way.
Provide customers with options to fit their lifestyle.
A delightful customer experience is not a one-size-fits-all approach. To account for this, provide options to offer flexibility to your customers who need it. What works well for one loyal customer may not suit another. An amazing customer experience strategy will accommodate the unique needs of the customers while still upholding your business’s overall vision.
While most subscription models provide consumers with product on a monthly basis, giving them the option to switch to a bimonthly or even quarterly plan accommodates customers who may not need as much product or those who need to cut back on their monthly expenses.
By lending simple options that give customers a feeling of control and choice, you’ll reduce churn and, most importantly, provide them with a great experience.
Refine your strategy.
Once you’ve developed your customer experience strategy, be prepared to change it. Your strategy should be constantly evolving to meet your customers needs and align to your business goals. Stay current on what’s trending within your industry and in customer service so you can stay on the forefront of those trends. As your business and your customers evolve, your CX strategies need to evolve, as well. Be self-critical and continue to innovate and refine your customer experience strategy when necessary.
As innovative as a service or product may be, what really makes a business stand out is a wonderfully memorable customer experience. By implementing these tips into your customer experience strategy, you could be helping your company secure lifelong customers who will always champion your brand.
