Cloud CRM platform SuperOffice recently asked almost 2,000 business professionals to share their number one priority for the next 5 years. Guess what the results were? Customer Experience (CX) came in first, beating product and pricing. Hence increasing CX should your prime focus to make your brand truly stand out the coming years too. Not convinced yet? Then read on and find some striking facts and figures!
But first: what is Customer Experience exactly?
Customer Experience is a totality of cognitive, affective, sensory, and behavioral consumer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages. If (potential) customers like you and continue to like you, they probably want to do business with you for a long(er) period of time and recommend you to colleagues, friends and family, driving up brand loyalty.
When you start to understand who your clients are, you are able to deliver a personalized experience across your entire customer journey. It is however important to realise that gaining this in-depth knowledge about customers isn't something that just happens out of the blue. In order to really understand them, you need to collect customer data and bring out valuable insights from that data. In this blog we’ll share with you 11 CX tactics that will help you increase retention, satisfaction and revenue.
1. Build a CCCC (Customer-Centric Company Culture)
Client-centricity is the most important factor in a successful business digitalization, since client-centric companies are 60% more profitable compared to companies not focused on the customer according to a study by Deloitte and Touche. The key component is to provide a positive client experience along the complete value chain, creating a unique culture around the client and his or her needs by using a (near) 360-degree customer view with the goal of anticipating the customer’s needs and wishes.
It might seem obvious, but a lot of businesses are still failing to really give their customer or client a central place in their company’s strategy. The coming 10 tactics make sure you are not one of those companies lagging behind, throwing away huge amount of revenues.
2. Enhance your Multi-channel communication
Brands interact with their customers across multiple channels. These interactions can for example take place via their website, direct chats, social media etc. Even though you might use different channels as a company, customers expect that the communication remains consistent across them.
So are you providing your (potential) customers a consistent experience across all channels?
One of the major examples of companies that have their multi-channel communication managed extremely well is IKEA, making them one of the most beloved companies on this globe and reaching revenues of more than $40 billion worldwide. More and more companies seem to realise the importance of a coherent multi-channel communication with customers. In their 2020 report, PwC found that the number of companies investing in multi-channel experience rose from 20% to more than 80%.
3. Mobile customer experience is priority
Here’s why: according to Statista, 52% of all internet traffic now comes from mobile. No surprise that 84% of companies who claim to be customer-centric are now focusing on the mobile customer experience. If visitors can’t navigate through your website with ease, you’ll frustrate them and probably also lose them.
4. Customer frustration creates a negative snowball
According to CX specialist Esteban Kolsky, 72% of clients will share a positive experience with 6 or more other people, while on the other hand, if a customer is not happy, 13% of them will share their experience with 15 or more other people. In most cases, only 1 out of 26 people tell a company when they’re unhappy with the customer experience, the other 25 simply leave (for good).
In their Future of CX Report, PwC surveyed 15,000 consumers and found that 1 in 3 customers will leave a brand they love after just one bad experience and 9 in 10 consumers would completely abandon a brand after two or three negative interactions.
5. Self-service help is a customer’s first choice
According to software developer Zendesk, 67% of customers prefer self-service over speaking to a company representative. Besides that, 91% of customers would use an online knowledge base, if it were available.
Self-service allows website visitors and customers to identify solutions and resolve their challenges through support-focused resources like a knowledge base, webinars, and Frequently Asked Questions (FAQ).
6. Make use of customer analytics
If you want to improve your CX, it is important you first create a view of the customers as they interact with your brand across channels over time.
In order to create a unified view as discussed under tactic 2, and deliver your customers a personalized CX, making use of customer analytics is a must in order to enhance behavioural driven engagement. With the emergence of artificial intelligence (AI) and big data, businesses can easily collect customer analytics. By employing the power of analytics, you can measure detailed behaviour, demographics, and other customer experience metrics in real-time.
7. Implement customer feedback
Three reasons why you should implement customer feedback:
1. Through feedback, you ensure that the end product will meet customer expectations, solve their problems, and fulfil their needs.
2. While collecting your customers’ feedback, you actually show them that their opinions are valuable to you, which makes them feel important and more attached to your business.
3. Listening to customers’ feedback helps you in accessing client satisfaction and provides you with opportunities for sales conversions.
8. The magic of social proof
Social proof is a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behaviour in a given situation. The term was coined by the Godfather of Influence Robert Cialdini in his 1984 book Influence, and the concept is also known as “informational social influence”.
Using customer reviews is an extremely powerful tool to improve your CX. It influences buyers’ behaviour as it shows the experiences that existing customers already have with a certain product or service. It provides new customers with a solid reason to trust your brand; 88% of consumers trust user reviews as much as personal recommendations and 61% of customers read online reviews before choosing to buy a product or service.
9. Have a clear brand identity
The classic 5 W’s apply here: Who, What, When, Where, and Why? What makes up the identity of your brand and why should people choose for it above others?
The key components that form a brand's toolbox include a brand's identity, personality, product design, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies. Many companies believe that there is often little to differentiate between several types of products in the 21st century, hence branding is among a few remaining forms of product differentiation. Make this clear in your customer experience as well!
10. Engage with your customer in the 6 different lifecycles
Now you probably wonder which six different customer lifecycles we mean, huh? Well, here you go:
1. Need: Solving a pain point or fulfilling a passion;
2. Awareness: Capturing a potential customer’s attention;
3. Interaction: “Teaching” your potential customer about your product or service;
4. Purchase: Turning your potential customer into an actual customer;
5. Engagement: Maintaining loyalty and continuing positive interactions with product/service;
6. Advocacy: Loyal customers’ positive experiences that encourage other customers.
Engaging with customers across the six different lifecycles mentioned above is crucial to achieving increased sales and improving customer experience.
11. Reward your MVCs (Most Valuable Customers)
Most Valuable Customers is a marketing term referring to the customers who are the most profitable for a company. These customers buy more or higher-value products than the average customer.
Usually most valuable customers are rewarded with discount or membership deals that give them specific privileges. Giving them these special deals for example, give them a reason to recommend your brand to friends. These rewards help the business to generate more revenue as the customers will purchase more of products/services due to given benefits.