According to a study by PWC, over 73% of customers consider good customer service as one of the most important factors in choosing to support a business. Furthermore, over 86% of customers also agree that they are ready and willing to pay more for a better customer experience. With facts like these, making sure that your customer experience is at the forefront is vital if you want to build a good relationship between your brand and your consumer.
Very often, it’s easy to boil down your audience and your consumers as just numbers on a page or sales figures, but that couldn’t be farther from the truth. All of your consumers are individuals with their own likes, dislikes, and impressions on your brand, and treating them as just a bank of numbers or a series of purchasing decisions is going to make crafting a good customer experience harder. To truly understand your customers’ needs, you need to know what they need as individuals. Then you can apply that information to creating a customer experience that can both fit your business and keep your customers coming back.
With so many products already available on the market, it might be difficult to figure out which idea specifically to push forward into development. After all, how do you know that the new product or brand you’re going to invest in, is actually going to be popular within your industry? Simple! Involve your customers in everything from ideation to developing the product to testing it out. No ideas about where to start? Your customers are going to be full of ideas for where your brand can go, so why not get some inspiration from the people who can give you such valuable insight? This can help limit the risk of a dud product, and start you off on the right track when it comes to creating new products.
It’s impossible to please everyone all of the time. Bad experiences are going to happen, and when they do, it’s important to make sure that your customers have a way of contacting you about it. This is critical for two reasons: a customer who understands that mistakes happen is a customer whocomes back to your brand, and a customer who has an outlet to complain and rectify the problem would not have to resort to other outlets to make their voice heard. Feedback – good, bad, or in-between – is vital to the continuing success of any brand. Through feedback, you’ll know what works, what doesn’t, and what you can definitely improve on, so don’t skimp away from feedback, and make sure that your customers have a place where they can leave their comments, suggestions, and remarks. Once they have that, make sure you address that feedback: nothing is more irritating than taking the time to suggest something to a brand, and being completely ignored. So even if that feedback cannot be actioned upon, get back to the customer with a reply.
You know your product as well as anyone, but have you used it? Do you understand how it works from a customer point of view? Someone who’s worked and pioneered a product or a service for so long is more willing to erase some of the issues that that product has, so you can’t be blamed for not seeing any problems with it the way that customers do, but it doesn’t mean that those problems don’t exist. Make sure that you’re looking at your service through your customer’s eyes, and understanding how your product or service evolves the longer that they use it. What brought your customer to buy it? How does it work after the first two times it’s used? What keeps them coming back? These are questions whose answers will benefit you as much as the customer.
Instil the mentality that customer experience is not one department, it is the whole company.
It’s easy to write off customer service and customer experience as one department, or someone else’s problem, but that’s precisely what you shouldn’t do. Customer service isn’t a single department’s problem, it’s something that should run through your company. The work of all the company impacts customer experience because your product or your service, no matter how good it is, exists to satisfy a customer need, and your product or service is the backbone of your company. Acknowledge the impact that each section of the company has on customer experience, and you’ll find a lot of your problems are a lot easier to solve.
Need customer service advice? Just looking for some ideas? Talk to us, and we’ll be happy to set up a meeting with you!