Customer experience has become the new buzzword in the world of customer service. You no longer have one person responsible for keeping clients; your company as a whole is responsible. So, you have to go back to the drawing board and come up with the best strategy to create a positive outcome for all clients.
Clients in every business want a better relationship with the business, whether it’s a one time visit or a regular occurrence. Read your reviews, take note of what your clients are saying. American Express’s survey found that 86% of customers would pay more for a better customer experience. You may charge less, but if you aren’t providing your clients with the best possible encounter with your business, you won’t be able to maintain and retain your client base. You need a customer experience strategy.
Don’t panic; putting together a customer experience strategy isn’t as difficult as you might think. Here, you can find some of the best practices on approaching the task. Read them, think about them, and then contact the REIN team today and put your list in action.
- Include all departments in your strategy. It’s easy to forget that not every employee comes face-to-face with clients. However, from the janitor that cleans the restrooms to the CEO who sets the prices, everyone affects the customer experience. This mapping template is a free resource that will help ensure you include everyone in your customer experience strategy.
- Cross-train everyone in your business, let them dip their toes in the customer service reps’ daily job. Understanding how their job affects another person’s job is a great way to explain customer experience. Have everyone make notes on their cross-training experience. Plan a company lunch and have each department share what they learned and any ideas for improvement. Empower your people to grow the company value. The return you see will be impressive.
- Understand how your clients interact with your business. The journey they take from the initial meeting to the final payment and review provides a comprehensive look at your company’s business practices. Use this overview to focus on areas that have been noted in reviews as needing improvement.
- Stay informed. That negative review on Google probably didn’t bother to complete the survey you sent; they were too frustrated. On the other hand, the grand survey that landed in your inbox probably didn’t take the time to review you on social media.
You must know about your clients’ evaluation of their experience through incentive. Offering a chance to win a raffle in return for completing the survey or social media mentions will increase your survey statistics.
Esteban Kolsky reports that over 70% of customers with positive experiences will tell six people about the good experience. However, 13% of customers with a negative experience with your company will tell 15 or even more people. What’s more, you may never know you have that many unhappy customers, only about 1 out of every 26 unhappy customers tell the business.
- Respond to surveys and comments. It doesn’t do your customer experience any good if you don’t follow up. Negative remarks about customer satisfaction are a follow-up must. You will gain valuable information about your business and most likely retain the client. Follow up on positive comments is a good idea as well. It shows that you appreciate the time taken to complete your survey.
- Train staff at all levels. Using customer feedback and surveys, identify areas your business is weak in and train your entire company on how to meet those needs. It is not always the person who sees the client that caused the problem; they are simply the first person in the client’s eye.
- Google Alerts is an invaluable tool in keeping up with mentions of your business across the Internet. This provides insight into the customer experience even if the client does not complete surveys. For example, you set an alert for your company name and variations of it. A few weeks later, a disgruntled client posts on Facebook about his bad experience with your company. You get an alert and can follow-up.
- Communication consistency is a critical component in customer experience. People communicate through a variety of means, from chat to social media, email, and more. Your business structure doesn’t have to use all means of communication, but it does need to be consistent.
If your local office uses chat and email for communication, all offices should follow the same protocol. Your clients expect an email; they may not sit by the phone waiting or checking snail mail. Maintain consistency, and you will retain more clients.
- Prioritize mobile communication. Mobile customer service is quickly becoming a vital part of the customer service experience. Over 50% of people say they would not recommend a company if their mobile website is not designed well, and 50% say that being mobile-friendly is a priority. They would stop using a business that isn’t. According to StatCounter, over 52% of all Internet traffic is on a mobile device. The bottom line, make sure your mobile communication is always a priority.
- Provide customer self-service options. Self-service options are becoming a vital part of the business model. Integrating this into your customer experience strategy should be a priority. In today’s mobile world, more people are doing business on mobile devices on the run. Waiting on the telephone for customer service is not something they desire.
A knowledge base and chatbot are more popular among clients than service reps; over 67% of customers prefer self-service options to speak with a live person. Having an extensive knowledge base and a page for frequently asked questions saves both your business and the client time.
If you pay close attention to your client base, you can design your approach to customer relations to retain more clients and attract new ones. The best customer experience strategy focuses on ensuring the customer is the focal point. Give the Rein team a call to put these and other marketing strategies in motion.