“You’ve got to start with the customer experience and work backwards to the technology.” -Steve Jobs
Steve Jobs was a man that knew how to create a customer experience. What is customer experience and why is it so important for your business?
Customer Experience vs. Customer Service
Customer experience and customer service are closely related but they’re not the same. Customer service is focused on one-on-one human transactions whether they occur in person over the phone or via chat or email. Customer experience is the entire experience the customer has with your business at all points.
Wikipedia defines customer experience this way:
“Customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction is made up of three parts: the customer journey the brand touchpoints the customer interacts with and the environments the customer experiences (including digital environment) during their experience. A good customer experience means that the individual's experience during all points of contact matches the individual's expectations.”
Most companies know how to improve customer service but miss the pieces that make up the entire customer experience picture.
Why so Important?
Customer experience is vital because it creates customer loyalty. According to an article by Scott Magids Alan Zorfas and Daniel Leemon in Harvard Business Review if you give your customer a positive experience they are at least three times more likely to recommend your product or service. They are also three times more likely to re-purchase. The researchers also found that companies that skillfully manage the customer experience achieve higher customer satisfaction reduce churn increase revenue and have greater employee satisfaction.
Assess Your Customers’ Experience
You need to look at every point at which your customer comes into contact with your business. Is your website easy to manage? Does your customer feel welcome? Are you making an emotional connection with your customer? Are you following up with your customer in a way that is helpful to them? Knowing the answers to these questions will set you on the path of understanding your customers’ experience.
Improve Your Customers’ Experience
Companies that are great at creating a customer experience have created a culture that is customer-centric. Their employees work to improve the customer experience because they realize the importance of their job.
That leads us to these tips for improving the customer experience:
1. Get your employees engaged. Make sure every one of your employees understands what your business stands for and believes in it.
2. Go above and beyond. Make it your mission to satisfy your customer in every way possible.
3. Don’t ignore problems. If you find problems in your customers’ experience take the time to fix them. Don’t let issues fester with your customers (or your employees). Fix problems quickly and find solutions that work.
Creating an excellent customer experience can help you differentiate your company from its competitors. People love having their expectations exceeded!
Contact excelerate Digital now for help creating and optimizing your customers’ online experience.