"Our companies are all based around our customers, right? We all got into business to be able to fill a need or deliver value to our customer base. We don't exist without our customers, so it's really important to make sure that we understand who they are and what the value that we are going to be able to deliver to them is."
Even in less tumultuous times, customer experience (CX) is vital to your company's health and growth. Here are eight ways you can begin creating an effective CX strategy.
8 Vital Tips for Developing Strategies to Improve Customer Experience
1) Define Your Core Customer
Whether you are primarily B2C or B2B, you began developing your products or services to meet the needs of a target audience. Your CX should be tailored to your core customers, but that is impossible if you do not know who they are.
- What problem do you solve?
- Who is prone to experience the problem you solve?
- What are the key details (demographics and psychographics about your audience (age, location,interests, etc.)?
- Do your products and services age with your audience, or do you have a roadmap to add more features and functionalities as the product matures?
Once you have defined your core customer, your teams must get to know them. Frequently remind your organization who the core customer is and encourage everyone to create the innovative strategies needed to improve their experience.
2) Make Becoming A Customer Exceptionally Simple
How difficult is it to purchase products or services from your company? What are the barriers? You might consider Amazon as the "prime" example of simplicity. Determining there were too many "clicks" between selecting an item and ordering it, they developed the "buy now" button to make it as easy as possible. While that may not be a reasonable solution for your company, streamlining the process of becoming a customer is one of the first steps forward toward improving CX.
3) Develop Customer Feedback Loops
It is vital to get feedback from your customers. Reviews and testimonials are certainly helpful, but without the right strategy in place, they may only account for a small percentage of your customers. While online reviews are helpful, they are only telling part of the story from a limited audience. Your team must find ways to ensure you are getting quality information from your core customers. This may involve interviewing them, asking them to prototype new products, and ensuring there are clear paths for customers to communicate with you and your teams. This will help you consistently improve your products and offering.
4) Listen Well, Respond Well
As you build effective customer feedback loops, you will begin gathering a significant amount of information. Listen well and respond well to the feedback you receive. That means more than simply having a “customer is always right” mindset. It’s not about merely correcting immediate issues but identifying long-term, innovative solutions that help ensure an overwhelmingly positive experience for every core customer.
5) Make Customer-Experience Central to Your Mission
Your company's mission should be crafted around your customer experience strategy. When it comes to growth, there is no substitute for good CX. Making sure your organization understands the centrality of delighting customers will help everyone be more attentive to issues and focused on developing innovative improvements. It will also help your teams stay aligned. If everybody is focused on the customer, you gain alignment in your priorities.
6) Communicate the Importance of CX to Your Teams
CX is not the responsibility of a single team or department. Every person is integral to improving the customer experience. From R&D to marketing, sales to support, leaders must communicate and reinforce the necessity of continually improving customer experience. This happens not only with our communications, but with our actions. If as leaders we are putting the customer first, it helps set the tone for our team’s approach.
7) Create a Culture of Innovation and Collaboration
In a previous blog post, we wrote more extensively on creating a culture of innovation. Encouraging innovation within your organization begins with breaking down silos, especially between leaders and teams. Facilitating collaborative environments will foster good ideas from every department. Creating an innovative culture is vital for improving customer experience. It allows your team to think about the customer experience from every angle, and deliver above and beyond value.
8) Customer Service/Support and Beyond
Your customer service and support departments are often at the heart of customer experience. Even for people who already believe in your businesses, a bad experience with support can immediately send them shopping for your replacement. You can turn a brand ambassador into a detractor in no time.
However, you can also turn a casual shopper into an enthusiastic supporter by ensuring your service and support teams are bought into your mission to provide the best possible customer experience. Help your teams think of innovative solutions for improving the customer experiences. If a customer has reached out, it is because they have encountered a challenge. Take ownership of this challenge, and turn it into an experience that your customer shares with their friends. Also remember, customer support,does not end with the support and even sales teams, every team has the opportunity to improve thier processes to be more customer centric. Live this in each of your teams and you will take significant steps forward toward ensuring excellent customer experiences.
FOR TEAMES & CO, your success is our success. One of our specialties is identifying areas in which your teams and leadership can breakdown silos, improve communication, facilitate collaboration, and ultimately improve customer experience. We listen to your story, have conversations with your teams, and create customized solutions for your company. However, we do not just deliver a report; we help you implement your new strategies to help you better serve your customers. about how you can improve customer experience.