Having a set of loyal customers is one of the important reasons for the survival of a business even in the face of many problems.
When you keep customers happy with you, you will undoubtedly get more profit because they will invite others to use your services and products. They will become fans of your brand and thus help your business grow as fast as possible.
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What is Customer Experience or (CX)?
Customer experience is the collection of observations, impressions, and feelings that the consumer encounters when using your brand.
It is this sense of connection between your customers and your brand that shapes the customer journey, which means the first moment a user enters the marketing funnel to become a customer.
Customer interactions with you can be in the following ways:
- Online products or services
- Company software
- Company website
It doesn’t matter in which section the user’s interaction with you starts, the important thing is that you can respond to the user’s request, this is the key to your success.
It’s no wonder that more than 60% of digital marketers are investing more in understanding users and realizing consumer needs because this technique can help you improve the customer experience.
This stage is very important because customers who have had positive experiences of cooperation or using your products and services will become loyal customers.
According to surveys and research, CX is one of the most important business experiences for marketers in 2020.
The more satisfied your customers are with your products, the more likely they are to stay in touch with you.
Customer satisfaction is directly related to business success. A satisfied customer will make you earn more, strengthen your reputation, and grow your business.
Well, to be surer of this issue, we will go to some important statistics that will help you to plan fundamentally to improve the customer experience:
75% of marketers believe they are competing with major business competitors for customer retention.
70% of customers recommend you to others after a positive experience.
67% of customers have turned to competitors after an unsuccessful shopping experience.
75% of customers will return to you after a good experience, and 56% of them will refer you to their family.
83% of customers will be completely reluctant to compete when they get a good shopping experience from you.
Therefore, as you can see, if you prioritize customer satisfaction, your business will enter a period of legal doping!
Of course, note that customer experience is a different concept from customer service.
Customer experience vs. customer service?
Although customer service and customer experience are very similar, they are very different. Many merge these two terms because they are closely related to each other!
But as mentioned, CX consists of different components and includes communication from the first contact to making a purchase and becoming a customer. On the other hand, customer service is a marketing strategy that allows you to go beyond customer retention and satisfaction.
Northern customer service is the work you provide to customers before, during, and after the purchase. These services are also known as customer support.
Hence, customer service focuses on providing continuous support to buyers even after purchase, while customer experience is the relationship that users have with you.
5 Proven ways to improve customer experience
Additionally, share with us the ways you’ve come up with ways to improve the customer experience.
1) Know your ideal customer
Understanding and knowing the needs of customers depends on basic research, when your products are aligned with the needs of buyers or their interests, you have taken a big step towards success.
One of the research that should be done to achieve this goal is knowing the target community and determining the persona of the audience. If you do not know your audience well, you cannot provide your products and services in line with their needs.
According to the range of your audience, give appropriate and realistic answers to these two questions:
How does the customer feel when they consume your product?
What does someone think about your brand personality when they use your product?
Result: knowing the right target community will provide you with the right understanding and vision to know the ideal customer.
2) Put the customer experience strategy (cx) on paper
Now that you know the buyer and how he interacts with your product, you need to create a strategy.
This program can be developed in all dimensions such as campaigns, content production programs, product design, offering discounts, etc.
Components of a standard customer experience strategy
Note: cx strategy should be in the direction of your overall business goals and be able to manage and consolidate relationships by taking advantage of all potentials.
To do this, observe the following:
- Using customer reviews
- Determining short-term and long-term goals (3 months, 6 months, and a year)
- Create an outline for the response
- Clarification of customer vision (CXV)
- Regular comparison of the company’s current performance with the ideal state
- Review of KPI or key performance indicator
3) Personalization: the way to improve customer experience
Use Personalization to Improve Customer Experience Personalization is one of the best ways to make consumers feel appreciated.
This work can lead to the achievement of long-term goals in improving customer satisfaction as well as boosting productivity.
Marketers consider personalization as an important component of content marketing. Why?
Because Personalizing your content marketing plans enables you to group your target markets, ensuring you’re meeting user needs, this will greatly help increase your repeat customers and marketing revenue. As businesses use personalization to communicate the specific details of what customers want, engagement will increase.
How to personalize content to improve customer experience
There are different ways to personalize content, but these seven points are completely proven and practical:
Analyze your target buyer and use empirical and real data to plan.
Tailor your messages to the right occasion, event, and target audience.
Write buyer personas as a team.
Offer gift cards, loyalty coupons, special discounts, etc.
Write the contents based on item 3
Ask customers specific and targeted questions about their previous purchase experience.
4) Using artificial intelligence (AI)
One of the tools that digital marketers and site managers use today is chatbots. These robots have received a lot of attention in recent years and you can see them on many sites.
One of the biggest advantages of these bots is that they are available to users and customers 24/7.
This is a great advantage to create a good feeling in the customer and thus improve the customer experience, so do not neglect to add these bots to your website or your marketing campaigns.
5) Know customer experience metrics (CEM).
Customer experience criteria are the same KPIs that can be observed in your business and include customer criteria and feedback.
These observable metrics provide you with important information and allow you to gain a true understanding of customer satisfaction with your products, services, and brand.
With that in mind, some customer experience metrics to focus on include:
Net Promoter Score (NPS): This index is very popular among most companies and digital businesses and is one of the main branches of CRM. This index indirectly measures the satisfaction and loyalty of customers and means how many percent of customers are willing to promote our products and services to others.
Index (CSAT): This is a measure that tells you what percentage of customers feel good about using your product, this is more visible in the product/customer support section.
One of the other cases that can be included in this category is the customer lifetime contract.
Tip: If you avoid reviewing these (CX) metrics, you will miss out on a lot of useful information, and this will mean failing to improve your products as well as obfuscating the goals of your marketing campaigns.