Running a service business in a competitive arena is not easy, and you have to utilize every measure possible to generate sales and grow your brand to rise through the ranks. Customer Experience (CX) can help you with this and it’s a ripe field full of opportunities waiting for you!
But, as a beginner, you might not know where to start or how to execute a strategy that is only driven to win customers. Don’t worry. As experts in the industry, we are here to help you. Below is a basic step-by-step guide to help you get the hang of a good CX strategy for your service business.
Get a clear grip on the concept of customer experience
Many who are new to the field of CX tend to think it’s interchangeable with customer service, and this is a common misconception. Customer experience is the sum of all engagements that take place between the brand and the customer and is more than a fabulous service/ product. So, before you map out a strategy, it helps to know the basic elements in this concept and how it can be utilized for the betterment of your business.
Identify and understand your targeted customer
Having a clear vision of your customer experience strategy begins with knowing your customer. It’s impractical to provide an experience your customers expect and deserve unless you understand their requirements clearly. Researching and getting to know about the ideal buyer persona or multiple customer types will help you narrow down your strategy really well. It helps your CX team to have a focused, comprehensive, and realistic game plan.
Identify different touchpoints
One of the important elements that CX experts emphasize over and over again is the need for brands to have an omnichannel presence to provide a seamless customer experience. If you are not aware of every mode through which your customer is likely to interact with your brand, it is not possible to create a holistic CX strategy. So, gather data on every customer touchpoint to identify different channels available to execute your plan.
Learn how to create a customer journey map
Designing a customer journey map is perhaps the most vital step of a good CX strategy. You have to create a map that’s specific to your service and your buyer persona, highlighting every phase through which the customers pass from the moment they come across your brand. It has to be from the customer’s point of view. In certain cases, your service business would need more than one map depending on the number of customer personas and the complexity of interactions.
Pay attention to how you can unleash the power of big data
The technology offers you an increasing number of methods to observe how customers respond to the service you offer. So, it’s time you utilize them. Find out how to gather real-time and delayed data from a multitude of sources like your website, social media, and online review applications to understand customer perceptions, expectations, and behavior. Using reliable analytics software, you can gain meaningful insights, trends, and patterns helpful for your strategy.
Rely on customer feedback, reviews, and complaints
The best way to align your CX strategy to your customers’ requirements is by listening to them. This is why you should take customer reviews and opinions very seriously. Primarily you should pay attention to opinions specific to your brand, but it’s also important to pay attention to comments related to your service business industry in general. This way, you will be able to spot gaps in customer experience and fulfill them. Engaging with feedback also helps you maintain an active and positive online presence to attract more potential customers.
Focus on meaningful interactions that appeal to customer’s emotions
Customer experience is a holistic approach where every interaction should make the customer a step forward to the brand. So, you need to humanize every phase of the customer journey and convey you are more than a monetized brand. Invest enough effort to constantly engage with customers and answer promptly to their queries. In addition to service recommendations, provide them with meaningful content on topics related to your service. Treat every customer as if they are the first with appreciation and courtesy.
Remember that this is just the basics of a good CX strategy. You have to dive deeper to learn about how CX can be used to benefit your service business!
Ida Salonen is Feedbackly’s Customer Success Manager. She’s an energetic team player with a curiosity for researching and writing about CX and EX. She’s responsible for ensuring that Feedbackly’s customers have everything they need to create winning experience strategies.