It's true: a successful business is often one that puts customers first. And chances are, you care a whole lot about delivering good customer service – it fosters loyalty and satisfaction, after all. But what about customer experience (CX)? CX is about more than just being nice and helpful: it’s about engaging with customers at every stage, making sure that every interaction they have with your brand is a smooth and enjoyable experience.

WHY IS CUSTOMER EXPERIENCE SO IMPORTANT?

It boosts conversion rates The people who have a pleasant time interacting with your brand are likely to spend more money and return to your business more often. A strong CX plan will improve your conversion rates by focusing on customer retention as well as increasing overall sales.

It increases customer loyalty Satisfied consumers can turn into loyal customers, as long as you continue to meet expectations. The goal is to maintain existing customers – it’s typically cheaper than constantly gaining new ones.

It improves word-of-mouth marketing Not only are satisfied customers more likely to return, but they’re also more likely to talk about your brand to their friends, family and co-workers. This ‘informal advocacy’ is super-valuable for your brand.

It provides a competitive advantage If you’re wondering, “How can I make my business stand out?” then a CX strategy might just be the competitive edge you’re looking for. If your competitors are offering similar prices and quality of products, then the differentiating factor may come down to customer experience.

SEVEN WAYS TO IMPROVE CUSTOMER EXPERIENCE

1. Provide a personalised experience
Personalisation is a great way to make your customers feel extra special – but first, you need to know more about them. Only then can you send the appropriate content to different types of customers (no one likes junk mail). You could also use an online scheduling system to set up messages to automatically be sent out at specific times, to boost customer engagement.

2. Build an omnichannel strategy
These days, people use a range of offline and online channels to connect with brands, often switching multiple times. Omnichannel strategies ensure that all touchpoints are seamlessly joined up, which means anyone who contacts your brand –­ whether through social media, email, in-store or otherwise – gets consistent quality and ease of service. As you expand across multiple channels, it might be worth thinking about a toll-free number for business as a way to streamline communications.

3. Empower employees to deliver top-notch customer service
Your staff members are usually the first people customers interact with, so first impressions depend on the standards of their interactions. If something seems to be preventing your staff from delivering exceptional service, find out what that thing is and implement the necessary support. Is everyone trained to deal with difficult customers? Are there any software protocols that need updating? Do employees feel motivated and connected to your brand mission?

4. Listen to employee feedback
While customers should be at the centre of everything you do, don’t discount the opinions of your employees. Remember: your customer-facing teams will have insights from the floor – things that may not be picked up by management or by customers themselves. Demonstrate your respect for the people working for you by taking on their suggestions.

5. Create customer-journey mapping
A visual representation of the buying process helps to engage with customers at every stage of their journey – from initial perceptions of the brand, through to reviewing the product after purchase. By cross-referencing these maps with core metrics, you can gain a deeper feel for key issues and opportunities relating to CX.Image created by writer

6. Encourage customer feedback and insights
In an ideal world, you would be able to talk to every customer one-on-one, but this isn’t possible. Luckily, using open-text feedback surveys, chatbots and responding to reviews can help you determine what people think of your brand, what experiences they’ve had, and how can you improve. With Artificial Intelligence and machine learning technology, chatbots can also act as agents available for customer queries 24/7.

7. Start a loyalty program
You want to engage your regular customers, show your appreciation, and make them feel part of a community. Special offers could include free shipping, gifts on their birthday, exclusive offers, or loyalty points toward discounts. This is how brands secure lifelong customers.

A solid CX strategy ensures that customers are having an ace experience with your brand from start to finish, every time. What’s not to like about that?

Jenna Bunnell is the senior manager for content marketing at Dialpad.