In recent years, there has been a significant shift in business towards focusing on the "customer experience" (CX). Although the idea of the customer journey has been a benchmark for business success, its implementation has transformed to meet the needs of today's digital world.
GLOIn recent years, there has been a significant shift in business towards focusing on the “customer experience” (CX). Although the idea of the customer journey has been a benchmark for business success, its implementation has transformed to meet the needs of today’s digital world. CX is now in the spotlight, particularly due to the rise of social media and ecommerce. Research by Gartner shows that CX now drives two-thirds of customer loyalty, and Emplifi research reports that almost two-thirds of customers are willing to pay more for a good customer experience.
Being customer-friendly is now essential for businesses, rather than just a benefit. While most companies consider themselves customer-friendly, some brands stand out by investing in providing an authentic and high-quality CX. Here are three strategies that can help improve your customer experience and establish your brand as customer-friendly.
1. The initial step in improving your CX is gaining a better understanding of your customers. Successful companies have a comprehensive and constantly evolving understanding of their customers’ needs, challenges, and sentiments towards their brand. By understanding these aspects, you can identify where your brand currently stands in terms of CX and find actionable growth opportunities to improve.
To obtain this information, it’s best to go directly to your customers and ask them. You can conduct email surveys, focus groups, or customer audits to learn about your customers. Additionally, your employees can be a valuable source of customer information.
2. The digital revolution has had a significant impact on modern CX. With the popularity of social media and smart devices, customers now expect fast, personalized, and straightforward customer service. For brands to excel in CX, investing in technology that can provide these benefits is crucial.
To determine what technology can improve your customer service, you should evaluate your current technology and conduct external research into new technology available in the market. Two important factors to consider when assessing technology are whether it removes friction from the buying process and supports digital engagement with your brand. Today’s customers have high expectations from brands, and incorporating customer-friendly technology can help you exceed those expectations and provide the support you need.
3. The employees of a company represent the face of its customer service, whether it’s a large brand with a contact center, a franchisee, or a small business owner. Supporting and training your employees is one of the best ways to develop a customer-friendly brand and ensure that your employees are prepared to handle any customer service situation. As a business leader, it’s important to offer personalized training and invest time in developing each employee. Additionally, provide opportunities for ongoing professional development outside of your organization. For instance, The UPS Store provides its franchise owners with continuous development and training opportunities, both virtual and in-person. In addition to training, it’s crucial to empower your employees. Engaged and empowered employees provide more confident and consistent customer service. Encourage employees to take the initiative in their customer interactions because personalized experiences are what drive success.
