The Customer is rightly called the King!
Customer experience is defined as the interactions which happen between a customer and an organization throughout their business relationship. An interaction can include awareness, discovery, cultivation, advocacy, purchases and service.
By creating an amazing experience for the customer, we not only want him to come back to us, but also tell his friends and family about his experience. The best form of marketing starts from there.
What is customer experience marketing?
The customer engagement that happens before sale, is the point where customer experience starts and should be considered as a part of customer experience marketing. Smart companies already know this. It’s about engagement, interaction and relationship building with your customer, before he actually decides to spend any money on your product or service.
You need to put the customer at the forefront of your marketing strategy and try to think from the customer’s perspective, instead of simply trying to sell on features and benefits; Why does he want to engage with you? Why is he reading or viewing your marketing material?
Nowadays customers are choosy. The old ways of blast email campaigns and treating a customer just as a number is gone.
Customers expect more. They want an experience that is consistent across all marketing channels. They want you to provide a more personalized and value-added service to them from the information they give you.
How important is customer experience marketing?
Existence of a business depends on its customers, and this is why it becomes necessary for companies to focus on how to win new customers and retain existing ones.
- Amazing customer experiences help retain customers and build loyalty.
- Consistent experience – Customers want a consistent experience across all departments.
- Customers want personalized service. So, create customer profiles and offer them solutions that is relevant to their needs.
- Make customer experience a priority. It should be at the forefront of all marketing communications.
- Poor customer experiences cost you money. It takes 12 positive experiences to make up for one unresolved negative experience.
A recent Customer Management IQ survey found that 75% of customer management executives and leaders rated customer experience a ‘5’ on a scale of 1-5 (5 being of the highest importance).
The challenge here is that even though it’s a high priority, many companies are failing. Sometimes companies think that they are delivering the best of service, but the customers think otherwise.
The Temkin Group’s recent 2017 Customer Experience Rating study showed a severe decline in customer experience from 2015 to 2016. However, in 2017, the number of companies that scored ‘good’ or ‘excellent’ rating increased from 18% in 2016 to 38% in 2017 which is the highest rating till date.
Customer Experience Ratings 2011 to 2017
This is how you can create a great customer experience by adopting following ways:
- Have a clear vision about what kind of experience you want the customer to have:
The first step is to communicate your customer experience vision to your organization through a set of statements that act as guiding principles. Every member of the organization should know about these principles, across teams and hierarchies.
Example : Zappos use their Zappos core family values to reach customers, which includes delivering extraordinary service, being humble and embracing change.
- Identify your customers:
Your organization has to connect and empathize with the challenges that the customers face, if it really wants to understand customer requirements.
One way is to create a customer profile for each customer according to his/her needs.
- Build an emotional connect with your customer
Research by the Journal of Consumer Research has found that more than 50% of an experience is based on an emotion as emotions shape the attitudes that drive decisions.
Customers become loyal to a product or service, when they get emotionally attached to it and remember how they felt when they used it. It is proven that a business that can build an emotional connection with its customers, outperforms competitors by 85% in sales growth.
- Record your customer feedback
Create customer surveys post interaction, by using a variety of automated tools through email and calls. You may also make outbound calls to customers in order to gain more insightful feedback.
- Identify training needs of your team members
After you come to know, what customers think about the quality of your service compared to the customer experience principles you have defined, the next step is to identify the training needs for each individual member of your support team. Track your team’s development through coaching, eLearning and group training.
- Act upon regular employee feedback
There should be a mechanism for continuous employee feedback using tools that allow staff to share ideas on how to improve the customer experience and for managers to see how staff is feeling towards the business.
- Measure the ROI from delivering great customer experience
The final step is to monitor your business results in order to see how your teams, process and technology are working and whether they are paying off.