Cutting Edge Customer Experience Needs These 3 Tactics

Marketing Insights for Professionals

Marketing Insights for ProfessionalsThe latest thought leadership for Marketing pros

Wednesday, January 25, 2017

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?


Gartner defines customer experience as “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.”

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

Tactic 1: The Digital Package

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.

Tactic 2: 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. According to Forbes, “Your CRM is the backbone of your entire customer experience. If the backbone is broken your customer experience doesn’t have legs.”

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.  

Tactic 3: 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.

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