The Power of Customer Experience in Sales
Customer experience (CX) is touted as the most important business element in 2024. Find out how you can transform your business with CX.
Are you losing your leads? Been having trouble converting potential customers into actual customers lately??
The problem may lie in your ability to provide an exceptional Customer Experience. Read on to find out how powerful customer experience is and what you can do to get more customers at the end of the day.
What you should know:
Focusing on customer experience can transform your business for the better. Especially in the “new normal,” customer experience can set you apart from the competition.
According to research, 73% of customers report “experience” as an important factor in purchasing decisions.?
The report further states that businesses must maintain the “human connection” and use data and analytics to tailor the experience that fits their specific needs and preferences.
The Power of Customer Experience in Sales
As a customer, what you experience during the purchasing process with a business (good or bad) will definitely affect your future purchase decisions with the said business.
Customer experience refers to the totality of emotional, physical, and mental experiences that a customer goes through when engaging with a business. It may start from the company touch points and continue until the customer makes the next purchase decision.?
Include a scenario example of how one customer experience could be positive or negative depending on the business model.
Businesses must improve the overall experience that their potential and existing customers go through to win them. With the new digital consumer habits, companies need to recalibrate their strategies to keep up with today’s demands.
How to Improve CX in Sales?
Steps to improve your customers’ journey so their next purchase is guaranteed.
“Empathy” in every interaction
Companies that put themselves in the position of a customers’ shoes, are rare — that’s why they stand out.
Companies need to have an element of humanity, show some kindness, and communicate with their customers so as to let them know they’re aware of what it feels like to be in their shoes, throughout the customer journey.
In order to win over their target audience, it is essential for businesses to show how they’ve shifted their priorities in 2024, and display how they care about the welfare of others.?
This can be done through immediate community response, social-corporate responsibility projects, and acknowledging the difficulties of consumers and adjusting their model to make consumers’ lives more convenient.
According to research, there is still a clear demand for advertising in the new normal. But the infusion of empathy is crucial in the success of marketing campaigns.?
Moreover, consumers tend to prioritize brands that demonstrate that they care about their employees as much as they care about their customers.
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Sincerity, transparency, and genuineness
Imagine a company “actually listening” to you and making sure your needs are satisfied — that’s a company you’d be eager to buy from again!
Companies must learn how to listen and encourage leads and customers to provide customer feedback to learn from.?
In their responses, companies must also be sincere, transparent, and genuine in serving the interests of their customers.
Maybe talk about understanding your customers' needs and delivering on them. This is a form of empathy as you’re taking time to evaluate the data that relates to their needs, habits, preferences etc. and you provide a unique solution for them based on these insights.
According to Forbes, transparency in business operations builds customer trust. Research also shows that 94% of customers would be loyal to a transparent brand .
Businesses must communicate to their leads and customers that they are a partner they can count on by reinforcing that they’re aware of their needs and preferences.
Clarity in communications is key
Amidst a lack of information (or an excess of it), clarity is key in sending the exact message across.?
Companies should have three key ingredients in their communication:
Companies need to recalibrate their messaging throughout consumer touchpoints to cater to market demands.
Consumers should be given regular updates as the latest information regarding business operations and demonstrate that they care deeply about their workforce and customers.?
Less is more — the power of simplicity
A classic marketing mistake is to compensate for the lack of substance in messaging with quantity (sending more) — avoid falling into this trap.
According to Harvard Business Review, rather than pulling customers into the fold, marketers are pushing leads and customers away with relentless and poor efforts to engage.?
Companies should therefore provide a journey that is simple to navigate. Be it in the form of accessing important information, availing of products or services, or getting customer support.
Adopt digital transformation
Using technologies allows companies to be “current” and up-to-date with trends and changing customer needs
During the COVID-19 pandemic, McKinsey reported that consumers have been switching brands at unprecedented rates.
The management consulting company reports that since the start of the pandemic, 75% of the respondents of their study claim that they have tried a “new shopping behavior” which includes new shopping methods, buying from different brands, different stores or websites, a private label, and a new digital shopping method.
Moreover, of the 75% respondents, around 73% plan to continue their new shopping method, which includes curbside pickups and delivery apps, post-pandemic.?
Adoption of technologies is essential in responding to these changes in the market and for companies to be able to engage their customers in new ways.
Conclusion
Using tools are necessary to improve your customer service which leads to an increase in customer satisfaction, improvement in customer relationships, and achievement of customer success.?
A customer-centric approach overall improves the buying process and how customers feel about your business. It builds trust which encourages them to spread positive word-of-mouth advertisements about your business among their friends.
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