What is a customer experience? (And why it is so important)
Learn more about customer satisfaction and why it's so important to the success of your business.
Think about the last time you had a really great experience as a customer - remember the way it made you feel.
Now do the same for the last time you had a bad experience as a customer.
A positive customer experience is critical to the success of your business because a happy customer is one who is likely to become a loyal customer who can help you increase your en sales. The best marketing money can buy is a customer who promotes your business for you - one who is loyal to your business, promotes your business through word-of-mouth marketing, and advocates for your brand and product or service.
The way you think about customer experience has likely had a profound impact on how you view your business as a whole. This is just one reason why it's so important to create and obsess over a great customer experience. (Or, if your current customer experience isn't up to par, how to improve it and where to start).
First things first - you need to understand what a customer experience is in the first place.
The customer experience is the impression your customers have of your brand as a whole during all aspects of the" Customer Journey". It results from their view of your brand and impacts factors that relate to your bottom line, including sales.
The two most important touchpoints that create the customer experience are the people and the product.
Are you overwhelmed by the performance of the product? Are you thrilled with the attention a customer service representative gives you to help you solve your problem? These are some general examples of what factors go into creating a great customer experience.
Importance of the customer experience
A remarkable customer experience is critical to the sustainable growth of any business. A positive customer experience drives loyalty, helps you retain customers, and encourages brand advocacy.
Today, customers have the power, not the salespeople.
Who gave them this power? We did - with the help of the World Wide Web.
Customers have a wealth of options to choose from, as well as the resources they need to educate themselves and make purchases on their own.
That's why it's so important to provide them with a remarkable experience and get them to continue doing business with you - customers are your best resource for building your brand awareness.
So how can you measure your customer experience to determine what you're doing well and where there's room for improvement?
How to measure customer satisfaction.
- Analyze the results of the customer satisfaction survey.
- Identify the churn rate and the reasons for customer churn.
- Ask customers for product or feature requests.
- Analyze trends in customer support tickets.
1. analyse the results of the customer satisfaction survey
Regular use of customer satisfaction surveys provides insight into your customers' experience with your brand and product or service.
A great way to measure customer experience is Net Promoter Score®, or NPS. This measures how likely your customers are to promote you to their friends, family and colleagues based on their experience with your company.
When measuring NPS, consider data in aggregate across all teams. With multiple teams impacting your overall customer experience, you need a clear picture of performance - and that comes from multiple data points. For example, what is the NPS for in-product usage? What's the NPS for customer service teams across multiple communication channels (phone, email, chat, etc.)? What is the NPS for sales? What is the NPS for participation in a marketing webinar?
By analyzing NPS from multiple touchpoints throughout the customer journey, you'll learn what you need to improve and where you're already providing a great experience, while showing customers that you listen to them and care about what they have to say.
Dive into your team-by-team performance with your NPS score to ensure you're performing well in all areas. You can also choose to follow up on customer feedback - positive or negative - to engage with customers, deepen your relationship with them, and improve your customer retention and loyalty.
2. identify the extent and reasons for customer churn
Churn happens - it's part of doing business. But it's important to learn from churn when it happens so you can prevent it from happening again.
Make sure you conduct a regular analysis of your churning customers so you can determine if your churn rate is increasing or decreasing, the reasons for the churn, and the actions your team can take in the future to prevent a similar situation.
3. ask customers for product or feature requests
Create a forum where your customers can request new products or features to make your offerings more useful and helpful for the problems they are trying to solve.
Whether this forum is provided via email survey, social media, or on a community page, give customers the opportunity to proactively make suggestions. This doesn't mean you have to implement all the suggestions you receive, but if recurring trends are emerging, it might be worth spending time on them.
4. analyze the trends in customer support tickets
You should also analyze the customer support tickets that your support agents are working to resolve on a daily basis. If there are recurring issues with the tickets, you should analyze the possible reasons for these hiccups and see how you can provide solutions for all areas.
What is customer experience management?
Customer experience management (CXM) is the process of collecting, analyzing, and improving customer interactions with your business. CXM monitors customer touchpoints and assesses how you can improve the associated experiences.
Customer experience management is a fundamental part of the customer-first strategy, as it represents a clear investment in customer needs. By monitoring and improving the various touchpoints along the customer journey, your business will consistently deliver more value to users.
And that's important for both new and existing customers. New users want to see results quickly, so they're confident in their recent purchase decision. But if you don't add value over time, these customers may lose interest and look elsewhere for benefits. CXM takes care of these customers, providing programs and features that prevent potential churn.
Management of the online customer experience
Online or digital customer experience management refers to the experience your business has online or through a mobile app. As more companies bring their businesses online, it becomes increasingly important to build relationships through digital channels. Companies that don't have brick-and-mortar locations need to rethink touchpoints in customer journeys to build brand loyalty.
If you're a SaaS company or launching a website/app, here are a few details to keep in mind when considering customer experience.
When you're online, you're accessible via a smartphone, which means customers can find your business anywhere there's cellular or wifi service. The experience these customers have should be almost identical to that of standard desktop devices.
This means that your website should have a comprehensive, well-functioning application. If it doesn't, your website should be responsive and user-friendly across devices. There's nothing more disappointing than a company that has an amazing website on desktop, but it's cut off and/or unresponsive on mobile.
Also, your app or mobile website should be just as effective as your desktop version. You should be able to complete the same amount of tasks on either a mobile or traditional device. Don't sacrifice features for the convenience of your team. Rather, plan for the extra effort and resources - customers will really appreciate an omni-channel experience.
It doesn't matter how effective your product or service is if your customers can't find their way around it. Websites and apps should be intuitive and make it clear to users what steps they need to take to achieve their goals.
Your team can create a user-friendly design by conducting usability tests on your website or app. Usability testing evaluates how easy your product or service is to use. By conducting these tests before production, you can create a website design that is easy to use and ensures that every customer can achieve their goals.
For some companies, customers need to be taught how to use their website or app. Not everyone is tech-savvy, and many SaaS companies offer onboarding to users who are unfamiliar with their products or services.
Onboarding is the process of teaching new customers how to use your product or service. A representative from the company's customer success team works with the user to ensure they understand the value and purpose of their purchase. This way, customers don't have to go through a time-consuming learning curve and can start benefiting from your business immediately.
Whether you're a SaaS company or not, it can be difficult to improve your customer experience. That's because you need to make changes across multiple departments and make sure everyone is on the same page. This is where software can simplify the process for your team.
There are many tools available to monitor and analyze the customer experience. Let's take a look at a few options.
Create a remarkable customer experience
By identifying key touchpoints in your customers' journey, collecting customer feedback to improve or repeat those experiences over and over again, and analyzing trends, you can improve customers' sentiment about your business - and ensure they continue to tell their friends and family about your company.