Customer experience is not new. It’s something that lived for decades. Be it any industry or business; customer experience is the pulse and guide to customer success. But what goes behind a successful customer experience? By the books, it’s a vast topic, but in reality, you want your customers to get the best service and experience when they engage with your brand.
Delivering the best customer experience is a dream of every business. It’s easier than you imagine. To get to the bottom of customer experience, you must understand customer psychology and behavior at every touchpoint. It helps you understand the customer journey better and improves customer retention.
Customer experience starts with your customer service representative how they treat customers on the call or in person. It also involves communicating to customers via email, their interactions on webchat, how they navigate your website, and what they do on the landing pages. Most of us are not able to differentiate between customer experience and user experience. There is a thin line between CX and UX, but both are a part of customer management.
It’s interesting to know technically what customer experience is, how it relates to your business, and what companies do to measure and improve their efficiency. To comprehend customer management, you should know the nuances of customer experience and user experience.
Customer Experience
Customer experience refers to the total interactions a customer has with your brand both offline, and online. It involves all the direct and indirect channels of customer service. E.g., Your customer experience professional ensures that a customer who walked into the store for purchase has a positive experience, and the same treatment should be delivered in after-sales-service as well.
User Experience
User Experience refers to user interaction with your product or service. It typically means users visiting your website can navigate without getting lost, make a smooth purchase, and get to the information they need without searching too much. It mostly used by marketing professionals to track the customer cycle.
What’s the correlation?
Customer experience is the universe, and user experience is a galaxy. CX holds major aspects of the brand, which UX doesn’t. But without a considerable UX, customer experience will fail, which can create problems for your business.
How to enhance offline customer experience management
Many factors contribute to offline customer experience, especially those companies that have a physical location.
Personal Visit
Not all businesses have customer’s interactions over the web. Some businesses require a face-to-face meeting. Especially, those companies who have a physical store, or where customers visit the office for a face-to-face meeting with you or the management. Here is how you can deliver professional and in-person experience.
- Dress professionally. Even if you’ve got a casual work culture, dress appropriately during the client visit. Ensure your employees represent your brand correctly. It shows how your business looks to your clients.
- Always be prepared with a presentation. Do research beforehand and keep answers ready. Prepare frequently asked questions sheet to impress the customer with a positive experience.
- Provide more than one solution. If your customer has a problem, give multiple options to resolve the issue. Offer complimentary support in times of crisis. Customers feel good when they are given multiple choices.
On the call
Email communication is not enough for prospective clients and new customers to contact your company. Make sure they can reach you through calls. Ensure you’ve got the best calling facility, and all your phone calls are managed successfully to improve customer experience on every call.
- Record every customer call and use it as a review tool for training and development purposes. Tweak your services depending on the customer’s feedback. Record all inbound and outbound calls and set a quality monitoring team that can listen to these calls.
How to enhance offline customer experience
Your company’s customer experience management also depends on the online presence and other channels customers used to interact. From the website to emails, here are a few tips that impact customer experience.
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Make your website user-friendly
Navigation is a big factor while evaluating website presence, and it directly impacts the customer experience. Make a website that is easy to navigate, and customers find information instantly. Designing the website is equally important for user experience. Intuitive and eye-catchy website designs improve the overall experience. But it should be done for both mobiles as well as desktop.
- A/B test every page of your website. It’s essential to test the color scheme, layout, and other elements. Use different call-to-action buttons and test each one to see which works best. A/B testing gives you instant data on what customer experience on your website.
Improve online communication
Just like offline communication, online communication is of equal importance to the company’s success. It’s important to take charge of customers at every touchpoint.
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Add a live chat feature
Not every website has a webchat service. But adding a webchat service is effective in improving customer experience. It’s great for those who can’t call or email and want an instant answer. Mostly, live chats are used by support or sales. Monitor chats to know what are the things that customers ask for and improve it from there.
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Email campaigns
Communicating with clients through emails is as good as communicating in real life. Turn to email nurturing for inbound emails, and schedule campaigns for outbound emails. Design emails or use attractive email templates to keep the content of your email engaging. Try different email variating with different CTA’s. A/B test emails before rolling it out.
Your emails should not only be about bringing back customers to sales or make a purchase. At times, it’s important to create awareness about how to use the product. Through emails, you can ask customers if they’ve any questions, send them video tutorials, guide them to user guides, etc. Customers feel happy when you educate them about your product.
Take feedback from customers
Regular feedback from customers helps improve service offerings and internal business processes.
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Conduct surveys
Surveys are the best form of feedback and to know what your customers think about your brand. Are they satisfied? Did they find everything they want? Ask questions about their interactions with your brand. Collect responses and use the data to understand the trends. The right time to conduct surveys is when customers have used your service for a while, and the best page on the website is the thank you page. Use intuitive customer experience platforms like SoGoCX to get you accurate customer insight, reduce churn, and improve the customer experience at every level.
Conclusion
When your business focuses on customer experience and does everything to make a customer happy, it creates a higher level of respect for your brand and everything your brand offers. Customers develop trust and loyalty in your brand, and most importantly, never switch to a competitor. To ensure the best customer experience, you should constantly work on both offline and online interactions. Train your employees to be at the best behavior with the customers. Improve the best experience with easy navigation and design. Email nurturing campaigns at regular intervals but don’t overdo. Keep your customers as a priority, and your business is sure to grow.
