As technology advances, markets with high competition increasingly adapt to differentiate themselves from their competitors. A customer experience strategy is a focused and determined effort to create and develop positive, as well as mutually beneficial business relationship between a customer and an organization. A great customer experience can lead to larger purchases, future loyalty, or even brand advocacy.
Creating a customer experience strategy can be simple and straightforward. It starts with answering a few questions:
- Who is your customer?
- What problem is your customer facing, or what desire do they have?
- How much time and effort do they spend looking for a solution?
- Where and when do they search for a product or service to help them?
- Why will their experience with your company be superior to a competitor?
- How and where will you reach them?
- How will that relationship continue in the future?
Every business will be a little different, so here are examples of a service provider and an item producer:
John’s Furniture Mart (item producer)
John’s Furniture Mart’s customers are primarily homeowners looking for attractive, comfortable, dependable furnishing that will be great for them and impressive to their visitors at an affordable price.
These customers are willing to visit multiple stores and research options online due to the price of each purchase. They usually shop when they are moving into a new house, have a new addition to the family, or can financially afford to replace existing furniture.
With a search engine optimized website, email marketing campaign, and television advertisements on specific home improvement channels, John is going to reach his customers as they do research. He will reach them by providing knowledgeable and friendly staff to help them make decisions online or offline.
He’s also going to use remarketing campaigns to offer deals and store credit to his visitors so that they will return to his business. He will also provide service to keep the customer satisfied and in contact.
This is a great customer experience strategy because it gives John the opportunity to connect with his customers during the buying process and bring those that did not buy back to his business.
Jessica’s IT Firm (service provider)
Jessica’s IT Firm provides technology consulting and training services to businesses in her local area online and offline. Business owners are often frustrated with or ignorant of technology that could be increasing their productivity and will invest in better IT infrastructure.
Because of the price, business managers will often do extensive research online and may depend on a referral to make a purchase decision. Jessica prides herself on her business’s 24/7 availability of service by the best certified and trained staff members in the industry.
She is a thought leader in her field and regularly publishes articles on websites such as Forbes, Inc, or Entrepreneur. She has an amazing website, attends networking events, offers free resources in exchange for email addresses, and uses those addresses for targeted marketing campaigns to help drive sales. Her email drip campaigns allow her to cross-sell other services or upsell to higher tiers of the same service.
Go Beyond Customer Service
Using a clear understanding of each customer, a comprehensive strategy will shape each interaction to provide the most positive impressions. Because customer experience encompasses the entire buyer journey, not just customer service, it is important to focus on first impressions and continuity after the sale.
These days, for many customers, a first impression will be online. A professionally designed website can establish authority and create the opportunity to communicate with your customer.
Content marketing is commonly employed to generate higher search engine rankings and engage an audience. A lead generation tool such as a free guide or ebook that provides valuable and useful information can capture email addresses for sales, customer service, or continuing communication.
Once a lead has decided to make a purchase, the customer service of your sales team will be crucial. Helpfulness, friendliness and courtesy will help close the sale and leave a positive impression on the customer. Using the email address obtained at the beginning of the customer experience, a company can reach out to a customer for feedback, or send informational material and promotional offers in the future for repeat business.
Improve and Innovate
Public and private feedback is pivotal for creating a successful customer experience strategy. Positive reviews establish authority, separate businesses from their competitors, and encourage referrals. A great strategy can adapt to changing conditions and improve processes to ensure success, as well as increase revenue through customer loyalty and new business development. Make sure your customer experience strategy addresses your customer and their concerns in order to develop a positive business relationship that will last a lifetime.
Some Common Challenges
Too often, the big challenges for many organizations that want to improve their productivity and customer experience with trending technology are privacy, security, and complexity. Ensuring that your computer systems remain secure and private after implementation is top on the list for many executives. Besides that, how do you make sure that your team understands how to best use the tools? At Penney Computer Consulting, we regularly assist businesses with implementation and training. Talk to an expert today!