How to Create Cost-friendly Customer Experiences
A recent Dimension Data Report revealed that 83% of organizations view customer experience (CX) as a key differentiator. Though there are more such reports favoring it, brands have the perception that investing in CX don’t yield the expected returns. But, the reality is companies don’t see how even a modest improvement in their CX can triple up their turnover over the next three years.
The likelihood of a customer coming back to do business with a brand rests solely on the CX that is offered. This results in improved sales, customer satisfaction and in turn, customer retention. That said, creating a low-cost high returns customer experience might appear fancy but here’s how it is done.
1. Find the Root Cause
Most companies invest too much in ‘wow’ing their customers without checking for existing flaws in their customer journey. They try to make up for the broken touchpoints with offers instead of fixing the flaws.
As a brand, improving your existing customer journey is essential to make your customer develop a liking towards your brand. Get all your teams together and look for touchpoints that your customers find difficulty with. Get down to the root of the problem and make sure to fix it. This would improve CX to a great extent thus resulting in higher customer retention.
Let’s say a prospect tries to sign up for an e-commerce website. They fill in their name and email ID to find an even longer form asking for their address and payment details. This could lead the shopper to drop out of the website even before signing up.
2. Take your KPIs and Metrics Seriously
Many a time, brands are not sure where to put their money because they don’t know what exactly improves customer experience. This is where Key Performance Indicators (KPIs) and metrics help narrow down the areas that would boost CX.
In terms of your brand website, check which sections get lots of clicks from your customers and where your customers are dropping out. Based on those insights, you would know where to insert your CTA (Call-To-Action) buttons and where content or design needs tweaking. Apart from the usual CSAT (Customer Satisfaction) and NPS (Net Promoter Score), an optimization tool like Freshmarketer gives you heat maps and scroll maps to identify your customer pulse. These maps track every moment on your website and have the potential to improve your CX strategy.
For example, Amazon’s business revenue model has revolved around metrics from the time they had been a $16 million company. They tracked every click of the customer to analyze their emotions and experimented with various other metrics. Along with their customer-obsessed approach, their culture of metrics played a major part in transforming them into a billion dollar company.
Many companies underestimate the extent to which self-service improves customer experience. Software advice says 47% of consumers always search online first for an answer to a customer service question.
Self-service is an important way to give an awesome customer experience. Make sure to collect feedback from customers and include an extensive FAQ section on queries that they can solve on their own. Further, you can create forums and communities for users to discuss the issues they face. In short, an effective self-service portal can go a long way in building relationships with customers and also reducing the baggage on your support agents. And the best part is you don’t have to shell out too much money for it.
For example, PlayVox has managed to bring down their technical issue numbers to 2% with the help of self-service tools like online help center and user documentation. All the customer needs to do is to type the question in the search bar. They would obtain the relevant solution article from the extensive knowledge base without the need for a support agent.
4. Train your Employees Well
Be it online or retail, customer-facing teams have the potential to make or break the customer experience. And, training them can go a long way in creating a delightful experience for your customers. But, brands expect their employees to perform well without offering any formal training fearing high costs.
Employee training is a major customer experience booster that can be done without burning a hole in your pocket. Your employees are your brand’s first representatives and it is imperative that they acquire the necessary skills. Yet, not all employees have the required skills from day one. Here’s where training gives a helping hand on how to treat customers and resolve issues. You can even enroll your employees in a professional platform like Freshdesk Academy that contains e-courses on customer service and support.
Truth be told, the eighth largest fast-food chain Chick-fil-A contributes its success to consistent customer service. They invest more than other companies in training their employees and sell 4 times more than KFC. They encourage franchisees to ask their new hires what their career goals are and then try to help them achieve those goals. This way, employees have a happy work environment, in turn, creating happy customers and generating more revenue.
Customer experience is important to make your customer feel positive about your brand before, during, and after the entire purchase journey. Their overall experience depends on the quality of interactions with your brand and how it made their day better. And decision-driven investment on customer experience is the best way to gain their loyalty. After all, it’s the overall customer experience that creates loyal customers.