Many business owners I’ve worked alongside believe their success hinges on the quality of the product or service they provide. But many overlook their interactions with their customers: over 70 per cent of Australians believe that companies are still placing no, low or moderate importance on providing excellent customer service.
In other words, most businesses are missing the mark, because the key to success always lies with your customers and how you make them feel. Your product or service matters, but it’s what your business does to engage customers, from pre-purchase to post-purchase, that sets you apart.
Understanding your customers requires asking them how they feel after interacting with your business. If you think this sounds like a lot of work, think again. A recent MYOB report finds that 91 per cent of customers will not buy from a company again if they’ve had a bad experience. Bottom line: you cannot afford to ignore how you’re making your customers feel.
With rising consumer expectations and increased competition, providing a satisfying experience will help set your business up for long-term success. You will not only gain loyalty from your customers, you may find they also become brand ambassadors, leaving positive online reviews and recommending your business to others. Meanwhile, nothing travels faster than a negative review.
As we edge closer to the busy Christmas spending season, it’s time to look under the hood of your business to see where you have potential gaps in the customer experience you provide. Looking at your business through the customer lens, ask yourself these key questions:
- How easy is it to find your business?
- When a customer does choose to do business with you, is it a seamless experience?
- Do they get any special offers or discounts while buying your services?
- Are there reviews and ratings that they can read that will help build trust and confidence in what your business offers and how you treat customers?
If you find there are hiccups and the customer experience, here are some changes that can bring some quick wins.
Create an effortless digital journey
Customers interact with businesses online across multiple channels. They may start by browsing your website, social media pages or online listings. That’s why it’s so important to offer digital touch points to connect with your customers on the platforms that they use.
I’ve seen the outcome of digital CX improvements firsthand through our own clients. For instance, my client Megan from Megan Adele Alterations has been able to make changes to her customer experience and connect with a younger audience by embracing digital tools like social media scheduling and online bookings. In creating an effortless digital CX, Megan feels more connected to her customers and has doubled her business. She’s seeing a significant increase in people coming through the door – including a younger generation of customers.
Experiment with AI tools
AI can transform how you work. AI tools can simplify workflows, automate processes and handle creative tasks so you don’t need to worry about writer’s block.
Chatbots and generative AI writing tools can deliver engaging and efficient experiences. You can use a simple AI-powered chatbot to answer frequently asked questions and provide 24/7 customer support. Chatbots can also track the types of questions your customers ask and the products they ask about, meaning you don’t have to guess what they are thinking.
Make it personal
By customising experiences, product recommendations and offers to match each of your customers’ preferences, you can create immediate interest from your customer and help them feel they are being personally catered to. In fact, recent research found that 67% of consumers prefer a personalised experience when shopping.
Automation through customer relationship management tools can simplify the process of personalisation by helping you to manage your customer data and automatically tailor your marketing accordingly.
Make the busy season a great experience for all
Customers who have satisfying and sometimes even memorable experiences tend to purchase more and share their experience with others.
New automation and personalisation tools make it easier than ever give your customers the experience they deserve. Set your business apart and make every interaction memorable by doubling down on your customer experience.
