6 Customer Experience Tactics You Need to Be Using

Marketing Insights for Professionals

Marketing Insights for ProfessionalsThe latest thought leadership for Marketing pros

Thursday, December 19, 2019

Providing cutting edge customer experience is hugely significant when shaping the identity of a company. Which tactics do you need to employ to ensure your customer experience is improving brand loyalty?

Article 6 Minutes
"[Customer experience is] the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.” - Gartner

 

The following 6 tactics can be adopted to ensure that the customer experience you provide is customized and effective:

1. Create a seamless online experience

A well thought out customer digital journey that holds UX (User experience design) at the forefront can add tremendous business value. If you have an impactful, fully immersive digital package, customers will remember the company for positive reasons. Ease of navigation and useful content can inspire both loyalty and advocacy. Social media is now considered a vital component of the customer experience domain.

Twitter and Facebook are the most frequented platforms for conversing with a customer base. Social listening also allows a business to monitor their customer’s conversations to see what is being said about their brand, with 84% of social media service interactions escalating to other channels. Access to this real time information allows for issues to be picked up and tackled immediately. Alternatively, if there is praise, companies can thank the customer, creating a receptive relationship. This will encourage the return of consumers, and appeal to potential new customers.

Customer experience can be heightened when customers have easy access to any information that they require during their journey. A well thought out customer experience content strategy that is consistent and delivered across all channels is a smart move for businesses when it comes to attracting, retaining and encouraging returning customers. Consider valuable content options that can accompany transactions or queries. To further enhance the impact of this, use customer insight data to provide information that might answer a question or query before the customer has even considered that they require that question answered.

2. Utilize a powerful CRM

It is beneficial for a business to collate information about their customers; who they are, their likes and dislikes, their interests, their preference on content, their favored methods of interaction and their contact details. An effective and powerful CRM tool is of the upmost importance when identifying the customer base.

“Your CRM is the backbone of your entire customer experience. If the backbone is broken your customer experience doesn’t have legs.” - Forbes

 

In an age of information and big data, businesses are also able to implant a customer intelligence tool. This technology initiates speech tracking, and the monitoring of phone discussions between customer and company. The technology enables keywords to be picked up within a conversation, allowing a business to collate and analyze data that can continually inform a customer experience strategy. These tools can also pick up certain algorithms, for example, the click habits of a customer. This presents powerful marketing opportunities, like being able to re-serve an advert or message towards a customer.

3. Invest in data analytics

No modern business can hope to achieve high standards of customer experience without a clear strategy to leverage the data at its disposal.

Analyzing your customer data to gain actionable, applicable insights can deliver all sorts of benefits, such as enhanced personalization. If, for example, you're able to ascertain from your data when your audience is most active on social media, you can ensure you're communicating and posting content at the times they’re most likely to see it and get value from it.

Having a firm handle on your data can also help you ensure you're getting the basics right, such as having people's correct names and contact details. Research has shown that 80% of consumers are more likely to make a purchase when they receive a personalized experience, so it's clearly important to get this right.

Another specific data-related function that can help you optimize the customer experience is behavior analytics. Examining past preferences and decisions can make it easier to predict what actions people will take in the future, improving your ability to keep them happy.

It's also becoming increasingly important to monitor customer activity in real time, which can make you more responsive to your users' changing needs and priorities.

4. Don't neglect human interaction

In a digitally dominated landscape, human interaction is becoming increasingly important. Despite technological advancements, studies have shown humans thrive on person to person interaction, with 67% of customers hanging up the phone out of frustration that they could not talk to a real person. Your customer service team, whether communicating via online chat, on the phone or face-to-face, are often the first, sometimes the only, voice, face or personality that your customer will engage with pre or post transaction. It is therefore crucial to embed a companywide understanding of what constitutes great customer service and experience, and it is worth considering implementing a strategy that recognizes, celebrates and rewards exceptional delivery of customer experience in addition to any sales incentives that your business might already be engaged with.

In order to ensure that your customer experience strategy is truly cutting edge, you must make certain that the online and offline elements work together harmoniously, and are able to respond to a modern customer who increasingly expects instant gratification in a timely manner.

5. Create customer-oriented communications

How you communicate with your customers is fundamental to the overall experience you deliver and how they feel about your brand. One of the key priorities in this area is to ensure your communication strategy is designed to reflect the needs of the customer, not the business.

The evolution of artificial intelligence has given rise to useful engagement tools such as online chatbots, which can prove mutually beneficial to the business and your audience. Chatbots that are able to give satisfactory answers to common queries can save you time and money, while enabling users to get quick and easy answers to their questions.

However, when people have more complex issues and want to speak to a human being, chatbots can feel like more of a hindrance than a help. It's vital, therefore, that your customers have access to a range of communication options and can choose the one that works best for them.

Equally valuable, from a customer experience perspective, is proactive communication. If you're able to anticipate users' needs or problems before they arise - another faculty that can be acquired through effective data analytics - you can engage as early as possible and deliver a positive outcome for the customer without them having to come to you.

If people feel well-informed and looked after, they’re much more likely to buy from you again and recommend you to others.

6. Provide loyalty rewards

Keeping your existing customers happy is just as important as bringing in new business, if not more so. People who have made the decision to buy from you in the past are likely to do so again, unless they’ve had a particularly bad experience.

Even in cases where someone has had a negative experience, there’s potential to re-engage and focus on what went wrong to avoid it happening again, possibly with a discount or some other incentive thrown in to sweeten the deal.

From a purely financial perspective, attracting new customers is thought to cost five times more than retaining existing ones. So,compensating customers for their loyalty can be universally beneficial.

Returning buyers receive a better experience by earning rewards - which could be points on purchases to get money off in the future, or access to exclusive discounts - while you enjoy the advantages of repeat business.

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