Forrester defines Customer Experience (CX) as‘ How customers perceive their interactions with your company.’ Traditionally CX was greatly defined by in-store interactions when buying goods and services. Some might say these were much simpler times, personalisation was effortless as business owners knew their customers by name and developed long term relationships with them. In recent years CX has taken into account many more complex interactions to gauge an overall brand experience. The surge in online shopping and click and collect models have added more touchpoints than ever to the customer journey. Brands are striving to provide a seamless experience as a way of differentiating from competitors in saturated markets.
Here are some of our top tips to improve your Customer Experience (CX):
Place an emphasis on the human touch
With brick and mortar stores closed and highstreets missing the hustle of busy crowds, creating a seamless CX is more reliant on websites and customer support teams than ever. Findings from a recent study by the Customer Experience Magazine place an emphasis on the human touch ‘Despite the growth in digital adoption, consumers still value human interaction, with 65% stating that friendly, helpful, and knowledgeable agents are most important for a positive customer experience’. Customer support teams can build meaningful connections with customers by assisting them at various stages of their buying journey.
Proactively seek Customer Feedback
Gathering feedback from customers can help to identify common pain points experienced by customers. In order to continuously improve your product or service offering a business needs a comprehensive understanding of their customers’ needs. Many brands provide customers with a platform to give feedback at various touchpoints along the buying journey. Feedback can be gathered in many ways including follow up email surveys or calls. Our Market Research team works with our clients to design and deliver customer satisfaction surveys to aid the development of a seamless CX for our clients.
The modern-day consumer strives for a personalised product or service, offering them the opportunity to feel unique. Businesses now need to incorporate this personalisation into their CX strategy. Many brands are achieving this by offering customizable products, however, more are opting for personalised customer support service. Omnichannel contact centres are making this possible by providing agents with the resources to seamlessly switch between channels. In doing so agents can connect a single customer transaction across multiple support channels.
Get feedback from the frontline team
Frontline customer support teams are highly knowledgeable on the pain points that are experienced during the customer journey. Knowledge is power, and customer support teams should have a method to offer feedback. In the past year, our management team implemented an online feedback system where the frontline team can provide suggestions and improvements for client account processes. This has given us the opportunity to offer suggestions on ways to streamline processes for enhanced CX on behalf of our clients.
Make Customer Support accessible
It is hugely important to make your customer support accessible. This takes into account the accessibility of the ‘Contact Us’ page on the website which should clearly list the support channels available. Nothing is more frustrating to a customer than a problem emerging and a frantic search for a support channel which only intensifies that frustration. More brands are taking into consideration the option of making their customer support available 24×7 to facilitate different time zones across many markets. This ensures customers from around the globe are always supported.
To conclude, in the words of Mahatma Gandhi “A customer is the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.” Customers should always be supported as without customers there is no business.