Customer experience has been identified as the single most exciting opportunity for 2019.
Based on a recent survey conducted by Gartner, over 80% of companies expect to compete mainly based on customer experience this year, so we can safely say that CX is the next big thing in business.
But before we discuss how to create a winning customer experience strategy and show you how to make your customers happy and loyal, it’s essential to make one important distinction – many people use the terms customer service and customer experience almost interchangeably.
However, the former can be defined as a single touchpoint with a brand, while the latter is a more complex concept and includes the entire customer journey as well as customers’ emotions and how they feel about a brand.
Here are a couple of steps to help you create a winning customer experience strategy.
Understand Your Customers
In order to offer your customers what they need and want, you need to know and understand them well.
This way, it will be possible for you to tailor your offer according to their individual pain points, and offer them a superb experience.
For example, do your research and establish what channels of communication they prefer, because some people hate phone calls, which is why you should reach out to them through email or social media.
The analysis of your existing customers is another important task, as that will give you valuable insights into their behavior as well as what they think about your customer experience.
Finally, creating customer personas is an indispensable part of every customer experience strategy. This way you’ll be able to tailor your approach based on your personas’ needs, wants, pain points, and moments of truth.
Polish Your User Experience
User experience is a central factor which contributes to the success of your overall customer experience.
In other words, when your prospects first land on your website or start using your app, they want to be able to navigate it quickly and find what they want as fast as possible, without too much clicking back and forth.
If we bear in mind that 94% of negative customer feedback concerns the design, it’s clear that your website has to be visually appealing and intuitive.
For example, having a too complex checkout process is a huge roadblock and many people simply churn and abandon their purchase.
Another thing that can significantly affect user experience is being on hold for too long when calling customer support – and according to 60% of customers, that’s anything longer than 1 minute. By implementing chatbots you can improve your score as they’re able to handle several customers at a time, unlike your support reps, thus completely eliminating the waiting time.
Have an Effective Onboarding Process in Place
Many companies struggle to reach more customers and generate traffic, but once they overcome these two hurdles, they find themselves up against an even more complicated issue – keeping their hard-earned customers.
A great deal of customer dissatisfaction stems from the fact that they’re not properly educated to use your product as well as that they don’t understand its full potential.
That’s why it’s essential to create an effective onboarding process and offer them a walkthrough guide as early as during their free trial.
The purpose of onboarding is to tell your customers:
– What your product or its certain feature does
– How to use this product or feature
– How your product or its certain feature will add value and improve your customers’ lives.
It’s a good idea to record a series of videos in which you’ll demonstrate how each individual feature is used and create a searchable resource library in which your customers can easily find answers to any questions they might have.
Using coach marks, tooltips, modals, and other UI elements and building them directly into the user interface is an excellent way of making your user’s first experience with your product great.
Build an Emotional Connection With Your Customers
One of the most important things about delivering stellar customer experience is to make your customers feel good and that’s something that they will never forget.
For example, The Ritz-Carlton hotel wowed a customer who forgot his laptop charger in the room upon leaving, by sending him a next-day package containing the charger in question together with the extra one.
Such a proactive approach can help you establish a meaningful emotional connection with your customers and build loyalty and trust.
Not only will great customer service and experience boost your retention rates, but these two will also help you create brand awareness and visibility. Your satisfied customers will gladly spread the word about your brand, just like the Ritz-Carlton guest, author and customer service specialist John DiJulius, who even mentioned this event in his best-selling book “Secret Service.”
Nowadays, when it’s hard to stand out from your competitors simply by the quality of your products, it’s essential to distinguish your brand by offering amazing customer experience, and these simple tips can help you build a winning CX strategy.