The customer experience (CX), often falls under the responsibility of the marketing team. Even if we’re not responsible for it, chances are we’ll have some input on it.
If we look at the sales funnel below, it doesn’t end with the purchase. If we’re able to provide our customers with a positive experience, they’re more likely to remain loyal, buy additional products and recommend us. Therefore, customer experience is an important part of the loyalty & advocacy stage of the funnel.
In this blog, we will be looking at how we can improve client experience, as well as tips from some of the experts in client experience.
Why customer experience is important:
- Increases customer satisfaction
- Drives customer loyalty
- Reduces churn: Only 1/26 unhappy customers complain. The rest churn. (ThinkJar 2015)
- Creates a competitive advantage
Listening to our audience is so important! How can we gauge how our customers feel if we don’t know what they are saying? With more and more people turning to social media when they have a query or complaint, it’s essential that we’re monitoring not only our emails and contact forms but also our social media mentions.
Using a media monitoring tool, we can quickly sift through millions of news stories and social media posts to track what is being said about our brand. This is particularly necessary to increase customer satisfaction. For example, if we don’t know about a negative comment until it goes viral, it may be too late to prevent a PR crisis. Furthermore, customers are becoming more demanding with regards to response times of their queries and complaints.
Media monitoring enables us to keep track of anything related to our brand, competitors and industry in real-time. We can then analyse this data and make necessary changes to our customer experience strategy.
We should also regularly ask for feedback from our customers.
Analysing our data from client surveys and social media buzz can indicate whether our customers are satisfied. A Net Promoter Score aka NPS score, is a good way to understand how satisfied our customers are. We can also use media monitoring tool to understand 1) sentiment of our brand (and whether it has changed) 2) the most common negative talking points 3) how our competitors are doing from a customer experience perspective.
Publically complaining on social media is becoming common practice for unsatisfied customers. These complaints sometimes go viral and can be damaging to our brand. Responding quickly to customer queries and complaints can help improve customer satisfaction. Media monitoring helps us to keep on top of our social media engagements. Meltwater’s Engagement tools allow users to assign particular cases to members of our team, ensuring our customers don’t get lost among dozens of other communications. This ensures a more personal and efficient experience, not to mention aligned external communications.
Some unhappy customers don’t directly complain to a company, Meltwater has understood this challenge and provided a solution to this problem. By using Meltwater alerts, users can set geolocations as a metric to monitor conversations. This means that companies can see who has complained within a certain geo-fenced location. Say fans at a local football stadium complain that the hot dog queue takes too long, the club will now be able to understand such negative feedback without fans mentioning the club.
We can also boost our customer experience by proactively engaging with customers. Using media monitoring we are able to spot a problem before the customer complaints. For example, searching through keywords related to our industry, products and brand enables us to find customers even though they may not have directly mentioned ‘@ mentioned’ us.
One way we can proactively engage is by tracking our competitors. If someone is complaining about a competitor, we can ensure our own customer experience strategy is more competitive by eliminating tactics that are causing our competitor’s customers distress.
Ensure customers feel like the individuals they are. Nike are industry role models when it comes to offering a personalised service. Whatever service we offer as a brand, there are ways to personalise the customer experience.
- Clothing brand: personalised items
- Airline: food menu tailored to individuals likes/dislikes
- Holiday provider: personalised itineraries
- B2B company: personalised email campaigns
- Streaming service: personalised song or movie recommendations
- Social media sites: algorithm based on who the individual most interacts with
We have so much data on our customers that can use to tailor our products and services specifically to them. Ian Truscott, growth director at agency MRM Meteorite explains that ‘the consumer understands the data we’re collecting on them, and they are starting to expect a relationship with you that’s based on that data.”
A McKinsey survey revealed that personalisation can increase company profits by 15-20%, something that should motivate even the most cynical marketer.
Innovation with a customer-centric focus kept in mind is a great way to improve customer experience. Amazon does this to a high standard, for example, they have tapped into the on-demand market by providing next and same-day delivery. Finding ways to make a customer’s life easier or more convenient, is going to boost their overall experience.
Ask for product feedback and suggestions for ways to innovate your products. Use social listening to Keep up-to-date with the latest offerings from your competitors. Always think about how you can make your customers lives easier.