Every business offers some kind of customer experience to its clients, and it greatly depends on how the brand treats its customers and its ability to influence their perceptions and persuade purchasing decisions. But, only the right customer experience, optimized for the mutual benefit of the brand and its customers will deliver the maximum results CX intends to bring. This means you have to make constant, timely, and relevant updates for your customer experience strategies over time.
In this article, we are going to guide you through integral aspects of better customer experience so that you can fine-tune your strategies and reap rewards.
Focus on customer journey mapping
As Jaakko Männistö has emphasized in his book, “The Journey – How to create the happiest customers in the world,” understanding the customer journey helps you nurture customer experience by accurately identifying customer’s perceptions and expectations and catering to them accordingly. Customer journey mapping is the process of visualizing all of these elements.
If you want to implement a well-detailed, organized, and holistic CX strategy, customer journey mapping is an indispensable element. Mapping helps you identify interactions and touchpoints that take place via multiple channels and determine the prominent modes of engagement. If you need an effective customer journey mapping model, download our free template here and start!
Identify gaps that make your customers sigh
Every business experiences a fair share of customer churn. The challenge is to identify the causes and minimize churn rates. As you map out the journey of your ideal customer persona, identify gaps that can compel them to look for a better alternative. Gaps can exist in any interaction throughout the buying journey, but you have to appropriate your customer’s point of view to identify them accurately.
In the same book, Jaakko Männistö explains that gaps can exist in relation to three aspects such as Devices, Departments, and Channels. When customers are redirected to different departments or different channels, it increases their wait time and lowers their convenience, causing them to switch. It’s the responsibility of the brand to ensure transitions are smooth, faster, and efficient, thereby adding more value to the customer experience. Otherwise, even your loyal customers can get frustrated and stop engaging in business with you.
Get your employees on board
If you want to improve the existing customer experience strategy of your business, you need to ensure that your employees are ready to work on it. It involves educating them about the importance of CX to increase awareness and help them understand the benefits that can be reaped collectively. When you design a new customer experience strategy or improve the existing one, you have to focus on engaging employees as much as engaging customers. After all, it’s your employees who maintain close contact with customers.
It’s also important to provide necessary training and include them in the decision-making process so that they feel motivated to actively contribute to your efforts. Interactions with employees are one way in which customers build their perception about a brand and determine if the business appeals to their preferences.
Ensure your CX efforts are consistent, measurable, and updated
If you need to make constant improvements to CX strategies, you have to incorporate Key Performance Indicators (KPIs) to measure their effectiveness. Some commonly used KPIs are,
- Net Promoter Score (NPS)
- Customer Lifetime Value (CLV)
- Customer Effort Score (CES)
- Churn Rate
- Retention Rate
These metrics explicitly assess how customers perceive your brand, so utilizing them can help you understand customers better. They are vital for the efficient decision-making process of any customer-centric brands.
Mapping the customer journey comprehensively and integrating useful KPIs to your CX strategies isn’t sufficient. Your efforts have to be consistent if you need to derive the long-term benefits of CX. It’s also why many organizations have a separate team to handle customer experience and make necessary improvements. It’s also important to note that CX is an ever-evolving concept that changes as consumer expectations and behavior change. Therefore, brands have to continuously update their customer journey maps and make improvements by integrating modern changes.
Dedication and continuous commitment are two integral aspects of good CX leaders. If it’s the customers who will keep your business going and growing, you mustn’t give up on them halfway through!
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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.