Customer experience (also known as CX) is becoming increasingly important for all businesses. Business professionals even include CX among their top business priorities.
It’s a fact that after implementing a successful customer experience strategy companies achieve higher customer satisfaction and lower churn, which eventually leads to boosted revenues.
What is Customer Experience?
Customer experience (CX) is a set of interactions and experiences your customer has with your company. CX includes the entire customer journey – from the first contact with your business to the point of becoming a loyal customer.
Why is CR Important?
Because it’s much more likely for a user to become a loyal customer when he has a positive customer experience. Thus, with better CX the higher chance of repeated interaction with your business.
Moreover, 88 % of users are less likely to return to a website after a bad user experience. They are also more prone to leave a brand they love after just one bad experience.
Negative Customer Experience
What is the most negative customer experience?
- A customer couldn’t find the company’s contact information on its website.
- Customers have to wait for too long.
- When an agent shows no empathy for a customer’s problem.
- An agent shows rude behavior and uses negative language.
How to Improve Customer Experience?
The value of focusing on improving customer experience will show results in many areas. With a successful CX strategy in place, you will experience a boost in sales conversions, increased customer loyalty, and higher client retention.
With this in mind let’s find out about the best tips to improve CX:
1. Understand who your customers are
In order to really understand customer problems and needs you need to empathize with their situation. You can do this by segmenting your customers into audiences and creating buyer personas.
A buyer persona is a fictional character who represents your ideal customer. It’s much easier to create efective marketing campaigns with a clear picture of who you’re marketing to. This way you’ll speak directly to customer’s challenges and needs.
First, you need to research your current customers – Who are they? What job do they have? How old are they? Do they have a family or pets?
Then, create a name and a story for them. For example, Jack is 39 years old, works as a software developer, likes new technology, and enjoys spending time with his family and dog.
When you know who your buyer personas are (you know what their challenges are), you can develop marketing strategies tailored specifically to them.
You can also write content that speaks to the specific problems of your customers and optimize your landing pages even to speak in their language.
2. Personalize Interactions with Customers.
Personalizing experiences for your customers can help form a bond between your brand and a buyer. Personalization means that you adapt the experience of a customer based on what you know about them.
Making your customers feel valued after the purchase is a great way to increase the customer experience.
Personalization can take on many forms:
- Thank you emails after a purchase
- Customer follow-up surveys
- Dynamic website offers based on user preferences
- Send vouchers and recommendations based on past purchases
- Use geolocation technology to personalize based on location
3. Improve the Quality of your Product/Service
You can evaluate a product’s quality by questioning:
Is it tailored to your customers?
Does it solve customers’ problems?
Is it easy to use?
You can also conduct a competitor analysis. Checking in on your competitors is a great way to improve the quality of your products. How are they performing? What are their strengths and weaknesses? By studying their weaknesses, you can come up with an innovative solution for your customers.
Listen to your customers and collect their feedback regularly. They can tell you what improvements need to be made.
4. Deliver Superior Customer Service
Remember, great customer service should always be customer-focused.
Because the better customer service the greater customer satisfaction. Happy customers are willing to spread the positive word about you even without any incentive.
One of the best ways to improve your customer service is to provide real-time support. Engaging instantly with customers through live chat does the magic. You can also try to personalize conversations by using video chat solutions. Videos help to identify complex technical issues and provide faster solutions.
5. Keep your Brand Messaging Clear
Another great tip for improving customer experience is to have a clear brand message.
Be careful about the language you use in your copies and also the value proposition in your message. Make sure your customers understand who you are and what you stand for.
Clear brand messaging helps your audience to get the right information about the product or service you are selling.
Messages of your brand have the ability to make or break your campaign. Thus, the most important thing to keep in mind while creating your campaigns is to keep your message simple and effective.
It’s really important to know your buyer personas and set messaging accordingly… If your offers and copies are not clear visitors can get easily confused and churn as a result.
Tips for Clear Brand Messaging
Here are a few tips you can follow in order to increase customer experience through clear messaging:
- Provide accurate information – communicate clearly what services or products your company sells.
- Focus on customer needs or problems – what is the main purpose and value your company brings to the customers?
- Your messages should be short and focus on customers not just profits – think about how your product/service can impact their lives?
6. Use Customer Journey Mapping
Customer journey mapping helps you to visually illustrate customers’ needs, problems, and processes throughout their interaction with your brand.
With the help of mapping, you’ll get the core metrics about your customers’ journeys. This way you will gain a better understanding of your CX, where the issues are in the journey, and opportunities for improvement.
The key benefits while using journey maps are:
- By improving CX across all the stages of the customer journey you will also improve the customer’s lifetime value.
- You can achieve a higher RoI (return on investment).
- By focusing on customer retention you will improve your conversion rates.
Customer experience is a critical part of brand strategy. Through proper CX strategy, you can gain loyal customers and boost your business growth and revenue.
Still not convinced?
Research found that 86% of customers are willing to pay more for a better customer experience (American Express).
No wonder CX is nowadays the key driving factor behind a customer’s decision to choose your brand over the competitions.