Everyone knows it’s harder to win a new customer than to keep an existing one, so why wouldn’t you aim to create the very best customer experience (CX) for your valued clients?
The customer is more empowered and connected than ever and if they don’t get the service and brand experience they want from us, they’ll go elsewhere in a heartbeat. In fact, the Zendesk Customer Experience (CX) Trends Report for 2021 found that 55 per cent of Australian customers will even spend more just to have a good online experience!
Here are six things I’ve learned in online commerce that have helped my businesses nail CX.
Start with empathy
Even though “the customer is always right”, we all know they’re not right all of the time. But that doesn’t mean you can’t be empathetic because at some stage we’ve all been on the other end of the conversation, as the customer with a gripe. Maybe they’ve just had a tough week with a sick toddler and got a whopping electricity bill they didn’t expect. The point is, starting any customer experience from a place of empathy will lead to a win for both parties.
Streamline your processes
If you get a lot of the same questions from customers, make it easy for them, and streamline your CX team’s workload by building FAQ sections, demo videos or downloadable templates/guides. It’s cost- and time-efficient for your team, and customers get the quick and simple fix they need.
Make it seamless
If your customer has made the effort to come to you, don’t redirect them to a new platform, channel or process. Meet them on their turf and their terms, at a time or place that suits them. Don’t have an auto response on your Instagram inbox directing them to a generic email address. Pull out all the stops to make them feel like you care.
Integrate your support systems
Your customer might have multiple touch points with your brand – social media, email, SMS, website, app – so try to unite your support systems to provide the best CX possible. There’s nothing worse than spending 30 minutes on hold to find out the CX phone team doesn’t have access to the most up-to-date information about something that has been sent to you via email, or can’t see the previous interaction you had with them via live chat. Your customers don’t perceive sales, marketing, social and support as separate teams, so neither should your CX response send them from one team to the next looking for answers. Use tools that supply up-to-date information to all your teams, empowering them to deliver a phenomenal experience.
With the tools available for personalisation these days, add value to every engagement with your brand by talking directly to that customer’s needs. Use their name, provide information relevant to their case or location, get the timezone right when you call, and customise interactions based on the data you have. The customer will feel like you really know them and care about their needs.
Embrace new tools
There are so many fantastic tools available to improve CX. You can do product tours and demos using Loom, use artificial intelligence (AI) based live chat/ two-way responsive SMS tools like Livewire, or use tools like CallN’s cloud-based business intelligence application to distil call data into insights that will improve the experience you create. Make it a business priority to learn about the tools you can utilise and get them into play.
Improving your customers’ experience has been proven to increase retention, satisfaction and revenue. So can you really afford not to invest in getting to know your customers and build a long-term relationship with them?