By Lorna Irungu
Customer Experience (also known as CX) is defined by the interactions and experiences your customer has with your business throughout the entire customer journey that is, from first contact to becoming a happy and loyal customer. CX is the reason why it’s important for a customer who has a positive experience with a business is more likely to become a repeat and loyal customer. Let’s take a look at six ways to create a great customer experience strategy to help you improve customer satisfaction, reduce churn and increase revenues:
1.Understanding who your Customers are
To understand your customers’ needs, you need to first understand who your customer is. Therefore, in order to understand customer needs and wants, then you need to be able to connect and empathize with the situations that your customers face. One way to do this is to segment your customers and create personas. Segmentmentation describes the type of person your business appeals to, including their likely age, gender, location, income and hobbies. With a detailed buyer persona, you can think about the needs of that audience and action them accordingly.
2. Create clear Customer Experience visions
A customer experience vision is an aspirational statement on how your organization has chosen to service its customers. Therefore, making it simple, clear and concise while still communicating the vision you have goes a long way. It however does not stop there. You should also ensure that it is known and repeatable across the organisation, has executive sponsorship, and lastly it is associated with specific goals and objectives as well as a clear roadmap of milestones
3. Create an Emotional Connection with your Customers
Customers want to engage with brands who do good, or make them feel good, feel heard and made to feel something. When customers are emotionally invested in a brand, they’re less likely to wander over to a competing brand. How do you achieve this you ask? Well, focus on building authentic connections with your audience through your shared value. This can be achieved by staying true to your roots repetitively and relentlessly allowing your customers to always remember your brand. Second, take time to listen to your customers and let what they say inform future strategy. This can be achieved through using social media tools and staying up-to-date on keywords in your industry. Lastly, don’t forget, this is a long-term strategy and should be consistent throughout your branding and marketing
4. Capture Customer Feedback in real time
Customer feedback is essential to any business regardless of the sector they are in. Therefore, instead of guessing what your customers might be thinking or making assumptions about them, you should just ask them. Live chats, on-site chat bots, and proactive chat invitations are the best ways to engage with your customers in real time. With powerful real time data, you can create an environment that makes every customer’s experience positive and productive. And if you can satisfy your users, they will spread the word among their friends and family. Did you know Ajua has a platform that offers tools for business owners that allow them to capture customer feedback in real time? Contact us on [email protected] to learn more.
5. Use a Quality Framework for Development of your team
The success of any company depends on the quality of the team behind the brand. Therefore, create a strategy that covers all major interactions and allows you to organize themes for analysis through the eyes of the customer and those of the organisation. That way, you are able to explore all the touch-points, systems, processes, pain points and opportunities allowing you to see they areas that are fully functional and those that need improvement.
6. Act upon Regular Employee Feedback
Employee feedback is vital in ensuring brand success. More often than not, employees will understand customer preferences better as they are knowledgeable on customers’ feelings towards the offered products and services. Therefore, asking for regular feedback is an ideal way to better serve your customers while winning the trust of your team. This in the long-run will result to increased productivity and enhanced customer experiences.
Customer expectations are higher than ever and word of mouth travels fast! And as the customer becomes even more empowered, it increases the importance of the customer experience. Customer experience is an area that needs constant nurturing and care and, with a greater focus on customer experience strategy, companies will realize a positive impact on customer loyalty, higher retention and increased revenue growth.