Consistently delivering outstanding customer experiences is the key to retaining customers and beating the competition. But exceptional client experiences aren’t eureka moments. They need to get to know your customers, create custom interactions and be innovative. This is where your strategy for customer experience comes in. You can only set your brand apart when you have a solid customer experience strategy in place.
Brands finally acknowledge the value of customer experience. In fact, companies continue to list customer experience as the one-most exciting opportunity in the coming year, according to SuperOffice. These companies understand that implementing a carefully crafted customer experience strategy successfully is the key to increasing customer satisfaction, lower customer churn and greater revenues.
But there is a disconnect between the experience companies deliver and the experiences customers get: 80% of companies believe they deliver a superior experience, while only 8% of customers report having a great experience. Yet, some companies find that 68% of customers claim they will pay more for a better experience.
Companies obviously must get their strategy on customer experience right, and do it quickly. This is where our best practices for the customer experience strategy come in. We have rounded up and offered CX strategy suggestions from leading companies and marketers to inspire you to enhance your customer experience here:
Take a look at each of the customer experience strategy best practices below.
Develop a Customer-Centric Trend
Customer experiences cannot be prioritized and plan a successful CX strategy without putting the customer first. But, to be customer-centric, is one thing to say you must focus on the customer. The C-suite has to work throughout the organization to create a customer-centric culture and everyone has to understand the value of the customer experience.
This helps put everyone in the shoes of the customers. The external approach is the only way of shifting focus from the brand and the products to the customers.
Cyngus Technologies would love to suggest several ways to develop a customer-centric trend:
- Make the customer experience a priority for the whole enterprise
- Incorporate a framework for customer experience
- Experience the journey of your clients and employees
- Engage your people in enhancement activities
- Bring customer experience into line with business strategy
- Communicate the importance of CX and the work being done to promote it within the organisation
- Strive to get your CX to work recognized and establish your authority as a CX leader
Note that simply creating a customer-centred culture is not enough to develop a successful CX strategy. You need to make your efforts efficient and work consistently to assess your corporate culture to make changes as necessary
Develop Personalised Interactions
Of course, personalisation starts with knowing your customers and knowing them well. So, technically, our first best practice is using an innovative customer data platform to listen to customers, gather data from all of your interactions with them, and learn from their behaviour to get a complete picture.
Then, you can target their unique interests and meet their demands.
In fact, customer service and experience expert Shep Hyken points out that research proves customers expect custom-tailored service and highly personalized experiences.
Companies that don’t deliver these personalized experiences suffer: “On average, 7% expressed some level of frustration when their experience was impersonal.”
Shep also highlights some key benefits of using personalization as part of your customer experience strategy. He points to a Segment survey of 1,000 consumers that found the majority of them are unhappy with the lack of personalization in their shopping experiences:
- 49% of customers purchase items they don’t intend to buy when they receive a personalized recommendation from the brand, they were doing business with
- 49% of consumers have purchased a more expensive item than they planned to, simply because of personalized service
- Personalization leads to fewer returns and happier impulse buyers
- 49% of consumers plan to be a repeat customer because of a personalized shopping experience
Map the Customer Journey and Build the Customer Experience Mapping
How do you personalise the customer experience?
You begin with mapping your customer journey, as these maps show gaps between customer expectations and actual experience at key journey stages. Customer journey maps should at least contain the context, a persona, outcomes and touchpoints.
Those companies that are still new to customer journey mapping should set their targets carefully. Bearing clear goals in mind, you are much more likely to define a path to reach them.
Including executives in the process of defining objectives and involving them in the process is also helpful. Then, define the project scope by recognising the processes and specifically targeted customers in the process of mapping the journey.
It is better for each key client segment to complete the customer journey mapping.
Once you master the mapping of customer journeys, move on to mapping the customer experience. Maps of customer experience provide key insights to help streamline your strategy for the customer experience.
These maps go a step further by “examining the full picture of a brand’s customer experience, analysing behaviour and interactions across touchpoints and channels.”
These maps provide a comprehension of the process that each customer segment undergoes when dealing with your brand and show potential interactions throughout the entire purchasing process.
Experience maps are a must to determine why customers don’t have the best possible experience, especially when you’re not sure where the disconnection is taking place.
To wrap this up, the customer experience strategy is the distinction between increasing revenue with loyal customers and losing out to compete because customer expectations are not being met.
You need to craft a successful CX strategy to get your customer experience right and close the gap between customer perceptions and experiences. Come on, everyone! The quicker you reach us for TM Tollfree details and register, the closer the gap between you and your customers! Hit us up at 1 800 22 2020 or visit our website at tollfreemalaysia.com today! Cyngus Technologies – Complete your brand!
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