The customer experience (CX) has been described as the next ‘competitive battleground’ and is arguably the most important part of running a business. Without a good customer experience strategy, customers who are unhappy with your products or services are likely to cancel services and/or spread negative reviews. Another crucial part of the experience is the engagement. Keeping customers engaged is the key to gaining and retaining customers. This digital revolution is empowering customers like never before and customer expectations have risen in this technological era of instant gratification and will continue to rise for the foreseeable future.
It’s important for marketers, entrepreneurs and businesses alike to mentor and empower everyone across the company to enhance customer interactions. Through understanding key customer personas and mapping customer journeys, your company can design and augment interactions and deliver modernization.
Developing Your Community Voice
Developing a good customer experience leaves customers feeling heard, seen, and appreciated. Since 73% of all people point to customer experience as an important factor in their purchasing decisions, it is imperative that you develop your brand’s community voice.
How can you aggregate the voice of your brand’s community to generate a strong community voice around your brand and accelerate the path to a more customer-centric business? Customer-centric success requires vision, marketing strategy, strong internal leadership, communication, execution, and sophistication all designed around the customer needs, not the company.
When you have a strong customer community, no one can pretend that they don’t know what customers are thinking concerning your brand, how they experience your products, or what they are feeling about your company culture. Customers can be extremely honest, giving insight and understanding into what’s working, what’s not, and why. Their conversations raise the level of accountability that departments and even individual employees have regarding the quality of the customer experience and how they feel about your offerings as a brand.
Utilizing Data to Create Strategies
According to 52% of executives, a well-developed data analytics system with a data-driven marketing strategy at its core enables them to deliver superior customer experience. You must understand the data available to you to understand what your customer wants so that you can deliver the best experience possible. To provide great customer experiences, business leaders have to understand what aspects of experience their customers want the most. With so much big data available you need to be able to segment the data to understand your consumer.
First, identify your unique selling points. It’s important to identify the strong elements of your product and service offering to see what keeps your customers coming back for more. Second, map out your customer journey. This will allow you to get valuable insight into what your customers expect from your brand. Mapping your customer journey will also help predict your customer behavior so that you can respond to their needs in a more innovative way. Next, determine the key channels that are reaching your customers. Strong omnichannel marketing strategy is essential to business growth as this is where 89% of customers are retained and continually nurtured. Finally, decipher where you can streamline your customer experience. Different customers engage with your brand on different channels, whether it is your brand’s website, social media channels or through email.
Providing an Exciting and Innovative Experience
Excited and engaged customers drive an average of 23% or more of any businesses profits. Excitement fosters emotion, customers purchase through emotional experiences, and positive experiences lead to increased connections. Nothing predicts organic growth like customer engagement. There’s nothing like a happy customer organically promoting your brand for you.
Gone are the days of worrying about whether or not your customer experience can stand up to the competition. With utilizing a strong customer experience strategy for your brand’s product or service you won’t only stand up, you’ll stand out and become a known thought leader in your industry. Aggregate the voice of your community, utilize data and analytics to provide an engaging experience for your consumers.