According to the experts, customer experience is your key to competitive advantage and growth. It needs to be a top-down, company-wide priority. But all too often, it lives in a department where it has limited value and influence.
There are four best practices that can help you bring customer experiences into the spotlight it deserves:
Unite employees behind a vision-
A customer experience vision describes the experience you want your customers to have. It’s meant to inspire employees and guide their actions. Without this touchstone, employees are left to make up customer experience as they go. This leads to inconsistency and unpredictability in other words, poor customer experience.
Solve problems quickly-
Speed counts when you’re solving customer problems, both outside and inside your walls. Solving issues or completing transactions on the first contact is the goal. Be sure to offer multiple contact options, including self-help, so customers can choose how to proceed.
Measure it for continuous improvement purposes-
If you don’t measure customer experiences, you can’t improve it. Once you know what’s working and what isn’t working, you can zero in on repeatable successes.
Provide consistent, personalised experience-
To ensure consistent, company-wide experience, keep customer experience “channels” mobile, call centers, in person, web and social under one leader. And be present in all channels. Some customers will always call but many are “channel surfing” as they expand their use of mobile devices and apps. Millennials, however, prefer and expect a digital experience.
It’s no longer enough to differentiate based solely on product features or price. Today, customer experience can set you apart from the competition, giving you an advantage that can encourage consideration and bolster loyalty.
Furthermore, implementing these four best practices can help you shape and align your customer experience with current industry thinking.
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