Picture your ideal client. Now, imagine what it would be like to be that client and ask yourself the following questions:
- Would it be easy to learn about your company?”
- “What would it be like to work with you?”
- “Would an email requesting more information be replied to right away, or would you have to wait for hours or even days?”
Customer Experience (CX) is a powerful way of differentiating your business. However, for many firms, CX doesn’t go beyond basic customer service – providing satisfaction at the point they actually interact with the customer.
In fact, CX involves going a lot further. The Harvard Business Review defines it like this:
“Companies have long emphasized touchpoints—the many critical moments when customers interact with the organization and its offerings on their way to purchase and after. But the narrow focus on maximizing satisfaction at those moments can create a distorted picture, suggesting that customers are happier with the company than they actually are. It also diverts attention from the bigger—and more important—picture: the customer’s end-to-end journey”.
3 Key Aspects Of CX
There are three key aspects of CX that you need to be in total control of:
1. How the customer learns about you
Is this through word of mouth? Interesting Facebook posts? Annoying ads which pester them everywhere they go on the internet?
2. How customers interact with you
Is it simple to get in touch with? Do you respond fast to requests via email, the telephone, your website form or via social media?
3. After-care and relationships
Once a customer has paid their invoice, do you maintain the relationship? Even a simple ‘thank you’ email can go a long way
How To Improve Your Company’s CX
Improving your company’s CX will lead to happier customers and more business. Let’s look at how you can improve:
- Train your employees in best practice and customer service
- Always be transparent and honest with clients about costs, and answer questions up front
- Self-service – research consistently shows people prefer online self-service – let people book you over the internet
- Easy to contact – there’s no excuse today to not be contactable on your website, via email, over the phone or via social media
- Measure feedback – it’s a good idea to ask customers to review your services and provide honest feedback
CX is ultimately about making a conscious effort to put yourself in the shoes of your customers. If you give them a good experience, you can expect your business to grow fast.