Why is customer experience such a buzzword today? It’s simple: because it matters to a company’s bottom line. In fact, 73 percent of consumers say that their decision to invest in a product or service is impacted by their overall experience with a business, according to survey by PwC.
But what is customer experience, and how can you as a manager ensure that people interacting with your business have only good things to say?
Before delving into some crucial ways to provide a better customer experience for your clients, we need to nail down some definitions. There are a few closely related, and easily confused, terms:
Let’s take the example of a contact center, as this is an obvious hotspot of business-to-client interaction, and examine some ways you can improve your customers’ experiences.
1. Ingrain customer experience into your culture
Providing a great customer experience doesn’t happen by accident – you need a strategy to ensure quality client interactions across your whole business.
If your workforce is aware of how customer experience forms part of the business’s overarching goals, there will be greater employee buy-in to your strategy, as well as more sense of ownership and responsibility when it comes providing exceptional customer experience.
Providing a great customer experience doesn’t happen by accident, you need a company- wide strategy.
2. Listen to your employees
Another benefit that comes from regular management-staff interactions is that you have the opportunity to listen.
Feedback from your employees is one of your most valuable assets when improving customer experience. After all, they’re the people directly involved in the processes through which the public forms opinions of your brand. Use their expertise as frontline operators to guide strategy.
However, listening to staff goes further than simply taking their knowledge to inform your strategy. To deliver top-drawer customer experience, your employees need to be satisfied with their work and their environment. The old adage remains true: happy staff means happy customers. Good personnel management is key here – so keep an eye on your team members, and provide an open and honest environment in which problems can be shared.
3. Take a multichannel approach
Over 60 percent of customers use more than one channel to interact with brands, according to a survey by Deloitte. And they expect results.
This means that companies hoping to provide truly outstanding customer experiences need to adopt a multichannel approach. Here are a few useful tips to doing this effectively in relation to customer experience:
Over 60 pecent of customers use more than one channel to interact with brands, according to a survey by Deloitte.
4. Review and amend
All strategies should leave space for review and improvement. This is especially true when it comes to customer experience, as this tracks individual buyer journeys across a period of time. You need to know if your strategy is improving customer loyalty, as well as gaining new leads, or if there’s an area of weakness that’s letting you down.
Having the capacity to gather the right data, and collate it in a way that creates actionable insights, can improve customer experience strategies going forward.
All the main social media platforms offer in-built analytics that can be used to gauge the efficacy of your multichannel approach. These insights can tell you who is engaging with your output, when, and the types of interactions they’re having. This can help you better target these channels and dictate the ways you use them as a facet of your customer experience strategy.
Each business is different in terms of its customers base and the services they offer. That’s why Call Design offers tailored training and solutions to improve your quality management to ensure that customers always have a great experience when interacting with your brand. For more information, reach out to the team at Call Design today.