It’s not your journey, it’s theirs.
Customer Experience defines all the interactions (the experiences) a customer has with a supplier of products (or services) over the duration of their relationship (with that supplier).
Customer experience is very much about creating influence from awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. All of these can be driven through the simple purchase of a product. We are repeatedly told that customers continually need an engaging shopping experience, therefore you need give them that experience. There is clear evidence that good customer experience is highly correlated to customer loyalty.
As a part of customer experience (though an expertise in its own) customer relationship management, the understanding a customers profile is growing in importance to deliver loyalty and life cycle ROI. Delivering targeted marketing is not just what a customer expects, it makes sense to deliver that when marketing budgets continue to be reduced as competition gets sharper, margins tighten and business investments alter.
Product commoditization, where price differentiation is no longer sustainable means we must continually find new ways of delivering a superior customer experience strategy. That strategy must mean that your business treats customer experience as a competence and not a function. Its not something a single person or even a small group of people can do on their own – everyone in the business needs to be fully engaged in the effort!
- Actively engage your customers at every point of their interaction with your channels – give it a personal touch.
- Create moments of opportunity by allowing your customers to voice their ideas, opinions, advocacy and complaints – telling you how they feel.
- Make all of your communications convenient and relevant throughout the entire customer journey.
- Across each channel the customer must see the exact same underlying message about your brand and its values.
- Empower all your employees and allow them to understand and associate with the customer – a good customer experience starts and ends with each of you.
- Measure customer interactions and experiences. Use the customer voice to gain these actionable insights, proving and showing that customers are important to your brand.
- Be transparent with the customer at all time about the information you are gathering and how you can use it to their ultimate benefit.
- If you have a physical high-street presence use your website to add value or innovate with technology to provide a richer customer experience in-store.