Customer Experience

When was the last time you had a truly exceptional customer experience? how did you feel about it? Now, do the same for a bad client experience. What were your emotions?

A pleasant customer experience is critical to your company's success since a satisfied customer is more likely to become a loyal one who can help you increase revenue. A consumer who is loyal to your company, promotes your business through word-of-mouth marketing, and advocates for your brand and product or service is the greatest marketing money can buy.

Customers are king!

Today’s consumer has lots of information, thanks to the advent of technology. They also have several choices available. With both of these, they are able to educate themselves, and make informed decisions and purchases. This is why it's critical to provide customers a memorable experience and encourage them to do business with you, over and over again. You should be the brand of “first recall” whenever they think about products and services you offer.

Then, how do you evaluate your client experience to see what you're doing right. More importantly, where you may be going wrong or areas which require improvement. The two key engagement points with your customer, from where you can ascertain the above are People and products.

1. Are you blown away by the product's performance?

2. Are you pleased with the time and attention brand representatives give you??

3. Is the brand willing and able to resolve your issues? Solve your problems?

4. Are they able to provide you with selfless options for your immediate and long-term benefits?

5. Is the brand educating you on the right approach, irrespective of where you go ahead and make the purchase?

A few metrics (not limited to), which may help you understand if you have a positive or negative customer experience in your company.

1. Net Promoter Score (NPS) – this helps understand if the customer is happy with your product and service and is willing to refer your brand to others.

2. Personalisation – today the customer is well aware of the data each company collects on them. They thus, expect personalisaiton or even hyper-personalisation which has an impact on the overall experience.

3. Omni channel experience – a customer’s perception of the brand is reinforced when they get a omni channel experience. It also reflects in brands image – building expertise, clarity of thought and thought leadership.

4. Digitalisation / Digitisation – customers are increasingly using technology and digital platforms to fulfil their needs. A company needs to have the right balance of human and tech to be able to deliver a seamless product and service experience. Ease of access, availability, and use is critical in today’s day and age.

5. Insights and not just data – today every company is collecting data, but more than half do not know how to effectively use that data. Deriving relevant insights form the data collected is critical to help deliver a great and personalised, omni-channel digital and on-ground experience.

Understanding the customer Journey, for your specific product / services and brand is crucial. Mapping the entire hourglass – both the discovery to purchase and post-purchase funnels, with key touchpoints are critical in building a winning customer experience strategy.

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PC: The Pedowitz Group

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