For the third year in a row, Customer Experience (CX) was voted the single most exciting opportunity for organizations in Econsultancy and Adobe’s 2017 Digital Marketing Trends Report. American Express has also found in research that 60% of customers are willing to pay more for a better experience. What does all this mean for your business? Basically, the better interactions a customer has with your brand throughout the phases of the customer journey (discovery, education, purchase, ongoing engagement, and advocacy), the better your chances to make them into the active brand loyalist who refers your product to others.
The best way to ensure your customers have a quality experience is to plan out the elements of your CX strategy and communicate it properly to all your employees. Different organizations will have different strategies and goals, but that’s to be expected. They should however share some common themes and ideas:
Customer personas are a great way to understand who your customers are, what their needs are, and the best ways to reach them. Creating an emotional connection is invaluable. Emotionally connected customers are 3x as likely to repurchase or recommend to others, and are less price-sensitive as well as less likely to shop around.
Deliver what you promise. Make sure you can actually follow through with what you are telling customers. Under-promising and over-delivering is a great strategy to exceed customer expectations.
Create opportunities for customer engagement and feedback that immediately resolves issues, improves existing products or services, and generates ideas for new ones.
Foster a test-and-learn environment with a focus on innovation and optimization, whether that’s simple A/B testing or more advanced applications of customer data.
Use a suitable benchmark to actually measure your progress. This can also help measure which journeys and interactions add the most value so time spent improving adds the most value to the customer.
This graphic from a study done by Oracle reveals how senior executives feel about Customer Experience regarding Customer Loyalty:
As the above graphic shows, customers have more power today than before. Customers having a positive experience with your brand can drive people to your brand and even help create user generated content with reviews and testimonials. However, the reverse is also true since customers unhappy with their experience will be sure to let others know. When in doubt, put yourself into your customer’s’ shoes and treat them how you’d like to be treated yourself.
For further information, make sure to download our Customer Experience Planning Workbook to help you map out and improve your customer journey. The workbook is a functional tool that will help you identify customer pain points and improvement opportunities. It includes:
- Understanding Key Phases of the Customer Lifecycle
- Auditing Customer Journey Touchpoints
- Mapping Customer Journey to Internal and Customer Processes
- Establishing Key Performance Indicators and Success Metrics
The workbook also features:
- 9 Small business customer journey mapping technology tools
- 9 Small business customer contact and management technology suggestions
- 4 Customer experience book recommendations
Also, watch out for our next blog featuring long-time CX expert Chad Ghastin talking about Customer Relationship Management (CRM) and Marketing Automation Technology Solutions.
About the Author, Sean Walsh
Sean is a Digital Marketing and Brand Communication Intern at TechStak. He has over four years of experience running and growing corporate social media platforms. Sean is a lifelong lover of the latest technology and gadgets. He attends the University of Michigan-Dearborn and will soon graduate with a Bachelor of Business Administration focused in Marketing.