Five Worthwhile Ways to Improve Customer Experience and Why it Matters
The level of customer experience your organisation offers has the ability to make or break your business. When clients are satisfied with your service, they are more likely to make repeat purchases, recommend your products or services to others, and become brand advocates.
So, how can you ensure customer experience remains a top priority in your organisation? If you’re not sure where to get started, you’ve come to the right place. Here are five worthwhile ways you can improve your customer experience and create a long-lasting impression on your target audience.
Ask for Customer Feedback and Act on It
If you’re not sure how you can improve on your customer experience, the only way to find out is by collecting feedback. Make sure to ask the right kind of questions and give customers the opportunity to answer anonymously as this can bring about more honest remarks. Make sure to ask questions on a routine basis but don’t overwhelm your customers with a constant string of messages. Once you receive feedback, make sure to act on it.
For example:
- Send out a post-purchase email or survey to gather insights on customer satisfaction regarding your product or service.
- Before launching a new campaign, test out the waters with a small focus group.
- Monitor your social media channels and see how customers are talking about your brand.
Offer Consistent Branding and Messaging
Branding and messaging are two ways to establish your identity amongst a sea of competitors. When you invest in creating a tone of voice and visual elements that are cohesive with your brand, you let customers know you are a reputable organisation. Your target audience should be able to recognise your brand or services in an instant when walking down the street.
For example:
- Write up a brand style guide that all content and marketing teams should use.
- Decide on a unified tone of voice that your customer can relate to.
- Include your brand messaging across all packaging and marketing products.
Personalise their Experience from Start to Finish
Customers want to feel like the brands they engage with truly know them. You can achieve this desired effect by tailoring experience to match the customer’s individual needs and preferences. Don’t know what they like? Simply ask them. Alternatively, you can leverage customer data and employ advanced analytics to create unique offers and engage with them on a deeper level.
For example:
- Send targeted email campaigns, such as a birthday discount.
- Implement a recommendation engine that analyses the client’s browsing and purchase history.
- Create dynamic website content that adapts to your customer’s previous interaction.
Equip Your Staff with the Necessary Tools
If you want your staff to offer the best customer experience possible, you’ll need to equip them with the necessary tools to do so. Whether it’s a subscription to the latest Microsoft NCE or a training session in collecting customer feedback, find out what your employees need to get the job done correctly.
For example:
- Create a script or outline for your staff to follow when handling different customer queries.
- Make sure staff are fully trained about products or services so they can assist customers effectively.
- Offer ongoing professional development opportunities that will enhance their skills and keep staff updated with industry trends.
Deliver an Omnichannel Engagement
An omnichannel experience gives customer the opportunity to reach you no matter what. Not everyone will prefer the same channel of communication. However, all customers will expect to interact with your brand no matter what. To ensure a seamless transition between channels, it’s best to offer an omnichannel experience. This means you cater to a range of channels like mobile apps, websites, and social media.
For example:
- Encourage your customers to follow your social media page and interact with your content.
- Create a mobile app compatible with Android and Apple operating systems.
- Allow customers to browse products online and pick them up or return them at a physical location.
Refusing to improve or enhance your customer experience can have the opposite effect. Loss in sales, a damaged reputation, and a lack of brand loyalty are just a few of the consequences you can expect to encounter if you don’t pay attention to this important metric.
We hope this guide has given you plenty of inspiration and ideas when it comes to enhancing your customer experience. Use our advice as a rough guide and make tweaks throughout until you find a solution that works just right for you.
