Customer experience (CX) programs mean a lot to businesses. After all, customer attraction and retention is a huge part of a company’s success. Creating the perfect customer service experience to your business can be a little intimidating. In this guide, we are going to break this down into helpful steps.
What is customer experience?
Customer experience, or CX, refers to what comes of the ongoing interaction between a customer or client and a company. This broadly includes the customer’s journey to the brand, the touch points that they interact with, and how they interact. This might include talking to members of the company directly or even simply navigating online content.
What is the challenge of creating a customer experience strategy?
The biggest challenge of executing a customer experience strategy is that there isn’t a single type of customer. The way that customers interact and react to certain marketing and experiences will depend on factors such as their personality and preferences. This is why it’s so important to create a global CX program that will work for almost every customer.
Here, let’s take a look at 4 steps to create a great global CX program for customer service.
1. Look at what customers want and offer that
Every business exists to fulfill a want or need. If they don’t, they don’t have a customer base. It seems to be a core pillar, but also one where many businesses happen to miss the mark.
A step that can be taken to improve this principle is to focus on what is known as Voice of the Customer (VoC) solutions. These solutions aim to make decisions based on the customer’s perspective. Specifically, it takes a look at the strengths and weaknesses that a customer might note when considering your company. Are you easy to contact? Is your staff prepared to answer any query a customer might come up with?
In the modern era, the customer perspective can be easily obtained through web tracking. Most companies design their content with SEO in mind and track how well it’s doing. In this tracking, you can see what content gets more attention and where customer interest lies.
2. Who are your customers?
We just looked at the fact that you need to be able to pinpoint customer needs and wants to be successful. One of the best ways to get into the mind of your customers is to know who they are. As noted earlier, see what customers want and what they’re looking at is important. That being said, the reasons behind these wants and needs can offer additional insight.
Sometimes this analysis is easy. For instance, a store selling maternity clothes would probably have a client based composed of mostly women expecting children. They gravitate towards the product because they need it.
Other times, this might not be simple and straightforward. A tech company like Apple, as an example, would have rather varied demographics for their products. Yet, there might still be a lot to learn from these stats. What portion of your market share is buying the new “next big thing” when it comes out?
Sometimes it takes a little analysis to see patterns in customer behavior but it’s a step well-worth a company’s time.
3. Train your employees for customer service
Many employees can be fantastic at the technical aspects of their job but fall flat in the face of customer interaction. Just as companies train employees to use new systems or take on new responsibilities, they need to train employees to be able to efficiently respond to customer service demands.
At the bare minimum, employees need to be courteous and helpful. How they help may vary from company to company, though. The most common approach is to have employees specialize in certain areas. They can answer questions and offer aid in these sectors and if they can’t do something, they can pass the customer directly to another employee or department that can help them. Encouraging communication across departments can also be a helpful aspect of this.
The main goal is to ensure that the customer gets what they need with the least amount of stress possible. Even is a product or service is good, customers will complain if it takes them ages to get any help or, worse, are on the receiving end of unprofessional customer service.
With the rise of the internet and social media, it can be damaging for a company to be on the receiving end of public complaints about a customer service experience.
4. Constantly listen to client feedback
No matter how well your CX program is working, remember that it will never be consistently perfect. This is because customers, technology, and the general environment are constantly changing. To adapt, a company needs to keep its finger on the pulse of customer feedback.
There are a few ways to do this. Some companies prompt customers to leave reviews or take a survey. These options are viable, but you’ll want to make sure the requests aren’t incessant. That will only work to upset customers.
A good example of responsive customer support and feedback systems would be a company providing academic help. You can check their essay writing service reviews with this link and see how they handle customer requests and keep their clients happy. They have round the clock customer service meaning the customer will never be without answers or in distress. As the company operates online, clients receive products within their specified deadlines, making the customer feeling empowered and always being able to listen to clients feedback promptly.
Another great way to see what customers are saying is to keep an eye on social media conversation. Anymore, if someone is incredibly happy or unhappy, they turn to social media to share. From both sides of this, you can get an idea of what customers want you to continue to do and what they want you to do differently.
This cycle of constant feedback and improvement will keep your company’s strategy current. It avoids the downfall of getting comfortable in a temporarily successful strategy only to be blindsided when it stops working as well.
With the tips that we’ve looked at here, you can create a CX program that works for your company and customers.
Editor’s Note: This article reflects the opinions of our guest author.
About the guest author
Michelle Brooks is a freelance writer, an e-learning consultant, and experienced content distributor. Her interests are business, education, technology, marketing, and lifestyle.