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The customer experience is something every good marketer has written about and every graphic designer has toyed with for a client or two.
That’s because the customer experience is crucial to your success as a small business owner.
Not familiar with the term?
Let’s talk about exactly what the customer experience is and how you can ensure all of your customers have a great one when visiting your website, chatting with your chat bots, or talking to someone from your sales team.
What is the Customer Experience?
Imagine that a customer clicks a link on your social media profile that takes them to your website. Once they get to your website, they’re so impressed with what they see that they’re actually excited to make a purchase.
But…they look for a link or something that’ll take them to the page that’ll complete their purchase. But there’s no button. And the navigation sucks – it’s unclear where they should go next to complete the purchase.
They get frustrated and give up, thinking there’s got to be an easier way to get this [product or service].
That’s not the experience you want your customers to have. And top companies know that. It’s why they spend so much money and time obsessing over creating the perfect customer experience – to make it easy for their customers to make a purchase and guide them to the sale.
And you need to do the same if you want to be successful.
Benefits of Creating a Great Customer Experience
Creating a great customer experience has tons of benefits for you and your company, including:
- Increased conversions
- Increased customer loyalty
- High customer retention
- Reduced cost of service and marketing
- Reduced churn
- Greater brand equity
How to Create a Transformative Customer Experience
So how do you create a transformative customer experience?
The first step is to measure customer satisfaction from where you’re currently at.
That means creating and distributing a customer satisfaction survey to determine how happy your customers are with their interactions with your company. You can use your website to distribute it or your social media polls or stories to do it.
You can also measure the customer experience using a Net Promoter Score (NPS). An NPS is a score that measures customer loyalty and satisfaction by asking customers how likely they’d be to recommend your company, products, and/or services to their friends or family on a scale of 0 to 10, but that’s just the tip of the iceberg when it comes to net promoter scores. Learn more about how a good NPS can help your company grow.
Another way to improve the customer experience is to determine the rate of and reasons for the customer churn rate (the percentage of your customers or subscribers who cancel or don’t renew their subscriptions during a certain period of time).
Analyzing your customer support tickets can also give you insight into what issues your customers are facing when interacting with your company, products, or services.
Once you know where your weaknesses lie, you can start correcting them to improve customer retention and loyalty and build a better relationship with them.
Tools to Help with Customer Experience
Creating an exceptional customer experience doesn’t have to be a chore. Technology has made it pretty easy to create a customer experience like no other (granted, you choose the right tools for your business).
Here are some of my favorite tools for creating a transformative customer experience so you can start reaping the benefits as soon as possible.
- A CRM system (like HubSpot’s free CRM)
- Social monitoring tools
- Artificial intelligence tools
- Customer self-service
- Speech analytics
- KPI reporting
- Omni-channel routing
- And more
One of the best things you can do to create a transformative customer experience is to make finding information a breeze. That might mean adding a search bar to your website or taking it a step further and creating a knowledge base so that your customers can find the answer to virtually any question they might have.
The more knowledge they have, the easier it is to make a purchasing decision – and the quicker you get them to the sale.
It also helps if you offer customers multiple ways to pay (i.e., Visa, MasterCard, Discover, AMEX, PayPal, etc.).
Ready to Create Your Own Transformative Customer Experience?
Creating a great customer experience starts with analyzing what you’re currently doing for your customers and taking things up a notch. As you can see, there are plenty of tools to help you get to where you want to be when it comes to customer satisfaction and loyalty.
All it takes is a little bit of time and effort (and some cash, of course) and you’ll be on your way to increased customer loyalty, increased conversions, greater brand equity, and reduced churn, plus more.
What customer experience tools have you used in the past?
Let me know in the comments. And feel free to share this with your network if you found it useful.