Customer experience is more than the experience of trading money for a product or service. This leads to that experience, and customers experience what they have bought, all the way until they stop using it.
Why is it that the concept of “customer experience” exists primarily in the marketing department? Marketing can lead a customer to the beginning of the sales process, and then later encourage business and renewal by engaging with customers – but marketing is one that is only a small part of the experience.
In many cases, when customers surround the experience, it is not in marketing or sales – and because those cases are completely predictable, customers become inefficient when this happens.
We must create a culture of customer experience throughout the business, because every employee can be an important player at some point in the moment of truth. Without a customer-experience mindset, employees may default to an older work-based business-focused approach, and are simply not going to cut it in this day and age.
Where should you ensure that there is a concern within your business? Marketing and sales are probably already found, as customers force this understanding on them. There are some other areas that should be on experience, though – because otherwise they might ruin it.
Here is the most prominent form of poor customer experience: The thing I buy does not work and cannot be made to work. To experience.
In technology, it can be a bit more complicated. The thing I bought does not work with other things I have – why work? This makes people from professional services important experience ambassadors, as they are charged with helping clients deal with these problems.
At the same time, they need to be diplomatic, help in communicating between the customer and the seller so that the relationship can be maintained.
Getting the implementation up and running is important, but if your business services people make this stressful move as enjoyable an experience as possible, the relationship will be permanently weakened.
This is a challenge – and it is an unacceptable challenge if professional services do not consider the customer’s experience an important part of their job.
Service and support
Service agents are often considered the lowest people on your customer experience totem poll. This is not a good idea, as they make calls from customers, who may be at the actual breaking point with your company. Poor interactions with your agents can mark the end of their time as your customers.
On the other hand, if you take the customer experience seriously and give some tools to your agents, their interaction can build the bond between your company and the customer. Training agents are important – a knowledgeable agent stands out immediately in this era of lowest-common-denominator service.
If you take training with tools that allow agents to provide fast, accurate support – and you empower agents to work on their own to solve customer issues – then you can create a scenario. Can set up in which support calls actually build loyalty.
Whoever manages the household budget is used to seeing examples of a bad customer experience as a badly designed, confusing bill, making it clear that the business is only about the customer Is receiving wealth.
It doesn t have to be that way. A bill is a regularly scheduled opportunity for you to connect with a customer. With a little thought, a bill can come up with information that adds some value to the customer and takes payment off and puts it back on the relationship.
In a B2C setting, bill payment is even more important. Arranging payment according to customer needs is one thing that can keep customers.
For example, during a recession a SaaS seller worked with customers to reorganize payments from quarterly to monthly to help with their cash flow situations. If finance had not focused on its role in helping the customer experience, the reorganization would not have occurred, and it is likely that sellers would lose customers.
All of these experiential steps are intended to help customers return to buy again – and when they do, you should be there for them. This means finding out who the customers are and making it easy to do business with yourself.
The company you have enjoyed working with in the past has no bad customer experience to buy with, only to find their contacts and have their processes changed.
If they are going to harm the customer experience then do not make process changes that can make you more efficient internally. Even if they save the money given to the customer in the form of lower prices, the effect on existing customers will compensate for those savings.