The online business environment gets more competitive day by day. A customer can go online right now and find ten different companies that do the same thing as your own. So why should they choose your company? What distinguishes yours from the rest? An easy way to become a standout player is to place a focus on customer experience.
If you’ve made it clear that the customer’s experience comes first, and that it’s your mission to provide them with a great product that meets their needs, then you’ve done your job. Focusing on customer experience as a core business function will allow you to build long-term relationships with your clients and ultimately gain the competitive edge. Below are 4 strategies to help you along the way.
Your first main issue is your marketing and customer service touch points. You simply cannot be everywhere at the same time, helping everyone. Bearing this in mind, think about how you can prioritize your online presence and ensure that you are only ever where your customers and prospects are. This way you don’t run the risk of diluting your efforts.
This is particularly true with customer service. Because you can’t answer every phone call and email at once, you need to ensure you know where the most contact is being made so that you can be there every time. Find out which channels and platforms (such as Twitter) your customers are on the most and establish a presence at these touch points. This way you are achieving two things. You’re using your resources wisely, and ensuring that you help the most people you possibly can.
Build Up the Trust Factor
Everything you do has the potential to build trust between you and your customers. This includes the design of your website as well as the way in which your staff members answer the phones. You need to ensure that the trust you have worked hard to build up is something that is maintained through the channels and the touch points that you share with your customers. In other words, exemplify high quality customer service in everything you do, and that will begin to show up through your channels in the form of customer feedback and engagement.
When customers share their personal information while registering to your website they want it to be secured and trust you that you won’t share it with others. And businesses today are implementing a robust identity management platform that is responsible of keeping these digital identities secure. Customers are also looking for such companies that have such platforms for the management.
Understand Their Needs
There is no relationship in business unless some kind of conversation is taking place. You need to be in a position where you are able to consult regularly with your prospects and customers, and be able to hear and understand the needs of the people who keep you in business. This means opening up a two-way conversation.
Take feedback. Use a survey if you’re not online to find out what your customers want, or what their issues are with your product or a competitor’s product. If you are online, there are many different tools and metrics you can access. A simple survey through an email marketing platform, for example, can give you a wealth of information that helps make your service delivery better and more focused on the needs of the consumer.
Along with all these your platform for customer identity management also helps you to understand what your customers want. Since it offers you great customer insights with their profile data that directly reflects the focus of a customer towards your business.
Track and Measure Progress
If you know where you are at with your customer experience management you can change and alter your actions as need be. This involves looking at your own performance metrics and assessing your progress relative to your customers’ experiences. To do this, ask your customers qualitative questions like, “how are we doing on that response rate?” or “what can we do to make our support more helpful?” You can also ask questions that gauge the likelihood of future outcomes, such as “how likely are you to buy from us again?”
All of this helps because it gives you clear ways forward towards progress. By taking in the responses from these questions, you are able to further refine your management of customer experiences.