Negosentro.com | Why You Need to Focus on Improving Customer Experience | The old saying goes, “the customer is always right.”
Even people who aren’t in the business world have heard that before, and it’s been a sort of mantra for multiple industries to follow. But, it might be time to look at that saying from a new perspective.
Saying “the customer is always right” really just means you should be giving every customer the best experience possible. That includes doing what it takes to make them happy and convert them from one-time customers to loyal ones.
Customer experience (CX) has become one of the most important factors in the business world when it comes to long-term success. In fact, 74% of consumers are somewhat likely to make a purchase based on their experience alone.
Still need convincing? Let’s take a closer look at why you should be focusing on improving your customer experience, and the benefits you can gain if you do.
You’ll Drive Loyalty
Retention is huge for any business. Existing customers are more likely to try whatever your business might launch, and spend more each time they make a purchase. Plus, loyalty is becoming more important to the current generation. Today, 55% of Millennials are more loyal to certain brands than those over the age of 35.
Customer experience encourages and increases loyalty. That’s one reason the subscription economy has taken off so well. Think about all of the current services you’re subscribed to, including things like:
- Video-streaming services
- Food/meal delivery kits
- Makeup
- Wellness products
Customers need to continually invest in these services. If the services aren’t giving them what they want or need, they’re likely to cancel. That’s why businesses like Netflix and Spotify take so much pride in giving their customers what they want. Netflix is constantly releasing new content to appeal to a wider audience, which is part of the reason they have over 203 million subscribers. Subscription services also understand their audience. Gen Z is more likely to choose a subscription over a traditional purchase if it means being able to get what they want quickly rather than having to save up for something just to claim ownership.
Whether you provide a subscription or traditional purchasing options, loyalty depends on how you cater to your target audience. Loyalty programs are a great way to bring people back in the door, offering incentives whenever possible and making sure each experience is a special one. If you want your business to last, your customers will need to keep returning. It’s up to you to make sure they’re satisfied enough to do that.
You Can “Steal” From the Competition
Customer experience and customer service go hand-in-hand. If you train your staff to provide the highest-quality customer service, you’ll notice a few benefits.
First, your existing customers will keep coming back. Second, you might be able to “steal” from your competitors.
Consumers base a lot of their buying habits on experience. So, if they have a question, comment, or complaint and your competitor doesn’t handle it properly, those consumers are likely to make a switch quickly. They might do so out of anger or frustration. But, if you have staff that can handle it, you can convert those consumers to choose you from now on.
There are several keys to exceptional customer service within any business, including:
- Training and preparing a customer service team
- Having a good communication plan
- Managing your team properly
- Expecting appropriate customer interaction
- Prioritizing emotional intelligence
Training your staff to provide superior customer service will build relationships with consumers, and can quickly turn them on to your business instead of another.
You Can’t Beat Word-of-Mouth Advertising
Ask just about any marketing professional, and they will tell you that word-of-mouth advertising is worth its weight in gold. So much so, that 86% of consumers place their highest level of trust in recommendations from people they know. People are more likely to trust a recommendation from a friend than a television or radio advertisement.
So, it’s up to you and your business to make sure that friend is taken care of. Getting as many recommendations as possible, both in-person and online can make a big difference in the popularity and brand image of your business.
What can you do to increase referrals and word-of-mouth marketing? It starts with having the right team of people in place to ensure customers have a great experience, whether you have a brick-and-mortar business or you’re solely online. From there, try things like sharing positive reviews online, and encourage user-generated content via social media. The more people you can get talking about your business and interacting with you – especially digitally – the more other consumers will be intrigued.
Your brand’s customer experience needs to be a positive one in the real world and online. By dedicating your business to both, you can experience long-term success and create an environment that your employees enjoy, too!
