Competition for customer loyalty is stronger than ever in 2020. With so many companies vying for each customer’s attention, a winning customer experience strategy is a must for any company looking to build brand loyalty.
Small wonder—as a study by Adobe shows, the top 10% of customers spend three times more than other customers. That means it’s critical for companies to identify those customers, learn who they are, and craft a customer experience that makes them excited to come back again.
In fact, delivering a great and personalized customer experience can reap dividends by converting new customers into brand loyalists too. Given that 49% of customers admit to an impulse buy following a personalized experience, there’s good reason to implement a customer experience strategy that delivers personalized product options to loyal customers.The good news is that despite the increased demand for customer attention, a winning customer experience strategy is still relatively simple to build. It all centers around a single focal point: getting to know your customers. Once you understand who your customers are and what drives them to engage with your brand, you’re already well on the way to delivering great customer experience.
Personalize customer experience strategies to identify actionable insights
It’s no longer enough to understand broadly what demographics your customers come from—you need to be able to identify their very personal habits and preferences.
Start with your brand ambassadors—the most enthusiastic Promoters in your NPS score reports. NPS is often used for capturing the sentiment from an end-to-end customer experience, but some times, it can be used to fully personalize your customer experience strategy. By mapping your NPS scores against your customer journey data, you can easily identify repeat customers, then drill down to learn more about their purchase history and habits.
Now take it a step further—reach out to these customers to learn more about their impressions. This is a great opportunity to set up a Voice of the Customer (VoC) program to gather insights about where your customer experience strategy is delivering success, and where it needs improvement.
Once you begin gathering this data, you’ll be able to see where the customer experience needs to be improved and adapt your strategy accordingly. Customers may want personalized loyalty rewards, exclusive promotional discounts, or even product improvements. Analyzing the data carefully will highlight the best areas to take action. It’s important to recognize that customers who take time to give feedback—good, bad, or neutral—are engaging with your brand and want to see their experience improve.
Be sure you prioritize action plans around critical VoC feedback and execute quickly. Implementing feedback based on survey data highlights how much you value your customers and deepens their appreciation for the personalized customer experience you provide.
Increase employee happiness for a better customer experience
Company culture is one critical component of any successful customer experience strategy that is overlooked far too often. In the words of entrepreneur Sir Richard Branson, “Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.” In other words, the first step of your customer experience strategy is to make sure your employees are also enjoying a great experience with your company.
Just as it’s important to learn what your customers are thinking about your brand, it’s vital to understand how your employees feel about your organization’s culture. You can use an Employee Engagement Survey to gather feedback in a way very similar to an NPS or VOC survey and help you create a positive company culture that will resonate with customers too.
Now is the time to dig deep. Ask your employees what they need in order to deliver a richer customer experience. Core employee satisfaction metrics around compensation, benefits, and career growth are important—but they don’t tell the whole story.
Do employees need improved access to customer data in order to craft a personalized customer experience?
Should strategy sessions include input from both product and support teams?
Are they aware of customer feedback that isn’t being prioritized?
Exploring questions like these can enhance your customer experience strategy by highlighting customer journey pain points and what employees need from their managers in order to be empowered to solve these issues.
You may even find that your employee onboarding is literally the starting point for reinvesting in company culture. First impressions count, after all, and upgrading your onboarding process could improve overall employee performance by as much as 11%.
Like customer experience, guru Blake Morgan puts it, “Creating a strong culture isn’t easy, but the investment pays rewards with both customers and employees.”
Leverage mobile feedback channels for an improved mCommerce experience
A cornerstone of successfully personal customer experience strategies is that they aim to meet customers where they are. Increasingly, that means being ready to deliver an exceptional experience on a mobile device. Nearly 80% of Americans shop online, and half of them do so with mobile devices. Mobile commerce (mCommerce) accounted for a staggering six billion dollars in sales on Black Friday and Cyber Monday in 2019, and that number will only go up in 2020.
If shoppers turn away from clunky mobile checkout processes and unwieldy customer support access, they’re also likely to ignore requests for feedback through mobile channels. That’s the feedback that would otherwise be crucial to improving your mobile environment and delivering superior customer experience.
Update your feedback collection strategy to ensure it is optimized for mobile users. Stick to short and direct questions—multiple choice and linear scale options are powerful tools that simplify response paths for smartphone users. Above all, before you deploy the survey, take a moment to double-check the layout and complete a few test surveys in a preview window to verify it works properly.
Just a few years ago, companies could stand out from their competitors just by segmenting customers into broad groups and offering mildly customized experiences. That’s all changed, as companies have quickly realized that customer loyalty is no longer driven by price or even product differences, but by their experience with a brand. With a carefully crafted approach to gathering and analyzing feedback, you can implement a winning customer experience strategy that will deepen customer loyalty and drive revenue.
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