It’s nothing new and it has been here for ages. Those who ignored it perished and those who acknowledged it, gained heights that they would never have imagined.
We all know that one shopkeeper who always looks angry and irritated and makes us wonder that why the hell is he doing this business if he hates it so much.
In contrast, there is a shopkeeper who always makes us feel welcome and smiles at us and sometimes even gives complimentary items for free.
We would even go to the good shopkeeper’s shop even if it was a bit far.
People want to feel important.
Gloomy, sad, irritated or angry faces are not very welcoming and hence ruins our experience of making a purchase from that shopkeeper.
CX stands for Customer Experience. But, what is cx? How to improve cx? How to ensure that you have a good cx?
This article will ensure that you have a basic understanding of cx and I will do this by explaining the above three questions so brace yourself because this ride will be very informative.
What is CX and why should you care?
Most of us can immediately recall our bad experiences just like you could remember the bad experience you had with the shopkeeper.
Experiences are closely related to how we feel.
We, humans, evolved in a way that we do not forget our bad experiences and this is so because it is important for our survival to always remember what can harm us.
As hunter and gatherers, we spent 2.5 million years and this ability to remember bad experiences helped us survive.
In today’s world, this inability to forget the bad experience is reflected when we try to remember something unpleasant that happened to us and we immediately remember it like it happened yesterday.
Conversely, good experiences give us a feeling of safety and security.
Customer Experience is about the experiences we have before, while and after making a purchase.
CX is a type of human experience and because it is an experience it can be of 2 types; good customer experience and bad customer experience.
Good Customer experience can be explained by the above example of the good shopkeeper.
Just by talking to you politely and smiling he made you feel comfortable right?
I regularly go to an ice cream corner because the ice cream man there is very nice.
Once he gave me a complimentary scoop of ice cream because he wanted me to taste a new flavor that he was launching.
I am a regular at that ice cream shop now. because he made me feel important.
That is good CX.
This happens with every customer. You may have a business now but you are a customer to someone.
Treat your customers the way you want to get treated when the table turns. This will ensure that you are able to deliver a good customer experience.
Bad customer experience, on the other hand, sends your customer irritated in a way that would ensure that you wouldn’t be their first choice when making a purchase.
The above example of bad customer experience is an amazing example of how bad customer experience can affect your sales.
Take home note- Make your customers feel special
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How to Improve CX?
To answer this lets return to the previous example of the bad shopkeeper.
I am sure you know what would have been the right behavior for the right shopkeeper.
In one word, welcoming.
But to ensure a good customer experience we have to first look at what kind of business you have.
If you come in direct contact with the customer then just working on your people’s skill will improve 80% of your customer experience.
But if you do not come in the direct contact with your customers (like a shopkeeper) then improving your customer experience gets a lot trickier.
Before understanding how to improve your online customer experience, it is important to understand the power of word of mouth.
Word of mouth is best marketing practice ever. Making your customers your marketer and brand endorsers is the goal of every company.
If you can only get people (customers) to talk good about your brand, that will result in sales without sales. Who wouldn’t love that?
Now you know what good customer experience can do for you.
The need for investing in improving your customer experience? You can answer that one yourself now.
But how to improve customer experience? I guess I have built up enough suspense for the answer to this question.
The answer is more twisted than you would think of.
Here it goes- Improving customer experience depends on your understanding and awareness of different touch points in your customer experience.
The above line has been italicised because I want you to read it with emphasis.
No, not the touchpoints you think your customers have, but the hidden one that you are not aware of.
In shopkeepers scenario, the main touchpoint was the way they treated their customers.
But if your business is online or if you do not get a direct interaction with your customers then you have to look after multiple touchpoints depending on your business because of the lack of personal touch and a face to face interaction.
Even if you end up fine tuning the major touchpoints from your bird’s eye view, you will still have to factors affecting your knowledge and decisions-
- Lack of awareness of minor issues ruining your customer’s experience.
- Biases because of which you choose to skip some major touchpoints of your customer experience.
Understanding the effects of bad customer experience on your business and having the courage to invest in improving your customer experience.
Yes, I said courage because it takes courage to invest in something that does not have an instant effect on the ROI.
The touchpoints that you have to take care of while improving your customer experience are dependent on the type of business you have hence no one can tell you with certainty.
Places where your business interacts with your customer be it before sales or after. Everything needs to be optimized.
So there is no handbook, no “5 things to do to improve your customer experience”.
You can either do it yourself with the above-mentioned issues or hire some professional for the task.
Also, It will take time for your customers to start loving your brand over someone else.
We love our comfort zone but we are willing to shift to something that provides a better overall experience.
The reward (customer love) can be instant in some scenarios but patience is the key for some businesses.
Take Home Note:- Either go see all the touchpoints of customer interaction with your business to improve the overall customer experience or invest in hiring professionals and experts. Suggestion? Click here to hire.
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How to ensure that you have a good CX?
If you hire the company above then they will let you through this process too.
To measure if you have a good CX or not you can-
- Ask customers directly through surveys if they are happy with the new user interface that has been provided. Ask them if they would recommend your services to someone else or not.
- See the sales chart to see if it is working or not.
These two indicators are sufficient and will give you enough data to come to a conclusion. If there are still some issues with the customer experience, your customers will let you know through the reviews in the survey.
Beware; the above-mentioned method is of trial and error and may cost you more if not done properly hence it is always a good idea to hire professionals if you can afford it.
Remember: Be customer-centric because at the end of the day all this hassle is for them. To ensure that they stay happy and loyal to your brand. Do whatever needs to be done with the customer experience and happiness in mind.