Creating Great Customer Experiences

Tuesday 12th, April 2016

Technology has changed pretty much everything about the way a business engages with its customers. Customers have also become more evolved – their expectations from a business have changed. So much so that in a competitive marketplace, the way a business engages with its customers becomes a key differentiator.

“Customer Experience” is quite the buzz word these days – it is nothing but a customer’s perceived relationship with your brand. It is a feeling that a customer is left with after a series of interactions with the brand through its various touchpoints. The customer has notions of what is good and bad when it comes to this customer experience – this is based on his own evolved expectations and also because of stellar customer experiences that some great brands have offered him. So he sets the bar high and expects all businesses that he engages with, to step up and deliver! In fact, he doesn’t mind paying a little extra if that would get him a great customer experience.

So how does a business deliver a great customer experience?

We all know that every business has several touch points – and the customer uses all or several of them during his customer journey to engage or connect with a business. A business needs to ensure that a customer gets a great experience at all of them regardless of which touchpoint he uses.

But how do you do that?

Keep things simple –

This is one of the greatest dictates of life itself. When you keep things from getting complicated, the result is a level of ease and comfort that is unparalleled. When he is getting onboard as a new customer, make sure that the process is as hassle-free as you can make it. Too many long-winded forms and lengthy procedures are not things that anybody enjoys. And it is important that this simplicity is maintained across all touchpoints and at all stages of the customer journey.

Resolve things quickly –

There will be glitches down the road – you can’t expect things to go smoothly all the time. But the important thing is to have it resolved as quickly as possible. Things have compounded with Social Media being in the mix – they want a solution and a fix to the glitch almost instantaneously. You could anticipate the kind of problems your customers might encounter and offer solutions to those on your website on the one hand, and address issues that are brought to your attention almost instantly. Don’t slip up on this at any cost. A bad customer experience gets talked about a lot more than many great ones.

Keep things interesting –

As a business, you need to find new ways to delight your customer constantly. Do the unexpected. And they are thrilled to bits. It could be something small – but it can make a world of difference. Engage with them. Educate them about your products and how it will make their lives easier. Customers don’t want every engagement opportunity to be converted into a sales pitch. They want to be educated and entertained and engaged with them meaningfully. And how can you do that? By using data about the customer to offer him personalized experiences that are meaningful. Make sure each touchpoint is safe – when you have a lot of customer data in your hands, security concerns should be the last thing on the customer’s mind. And only then can the experience be enjoyable.

Of course it is essential to have mobile customer experiences. It is imperative to have a Social Media presence on platforms where your customers are. These are a given. Added to these, if you can make things interesting, resolve issues quickly and keep things simple and secure, you can make sure that customer experiences are great. This creates happy customers who are loyal and who will recommend your business to others.


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