CX Checklist: Are you monitoring all 6 elements of customer experience?
We all want to turn customers into fans these days. Sounds like a plan, right? Well, it’s just not that easy among a sea of competition all trying to do the same. How do you rise above the rest to really get (and keep) their attention? It takes the whole village (ok, the whole company) to institute systems, people, and processes to make it a reality. Top-down enforcement is also a must.
Especially as we look ahead to 2016, it’s a fine time to refine your customer experience strategy and processes. As you look for areas of improvement, remember that experience is shaped at all stages of the customer journey. It begins at initial contact (not first purchase) and is an accumulation of experiences, even after repeat purchases. Every transaction matters as the customer builds an impression of your company. At every stage of the customer journey – want, research, engage, buy, use, and comment – the goal should be to provide the most positive experience possible.
CX CHECKLIST: Be sure to consider the six elements of Total Customer Experience as you examine the transaction points along your customer journey:
- Provide a great product or service. That’s a tough one to start with, huh? However beloved or abhorred your product, there’s always room for improvement. There’s no denying that it’s at the core of customer experience. However, your product alone will rarely ensure success.
- Be easy to do business with. Sounds like a no-brainer but we could all name a few companies that seem as if they don’t want to take our money (without a struggle, that is). From the design of your website to your call center to your invoices, simplicity and clarity are keys to success. A great test is to go through your buying processes yourself, as if you were an outsider.
- Be nice to do business with. Oh, isn’t that all warm and fuzzy?! But it’s true. People buy from people they like. Business relationships, just like personal ones, require respect and communication to survive. “Be nice” should be one of the mantras of your company culture.
- Manage your reputation. Buying decisions are often subject to what you do outside the relationship with the individual customer. Bad PR will affect people’s opinion and result in reduced sales, especially in the social media age. Name your poster child for horrible CX (but DON’T be the next one).
- Engage with your customers. The more you can do to help your customers take control of the buying process, the better your chances for a sale. Give them all the tools necessary through information, social media, and educational resources to make an informed decision.
- Offer the best value for the money. Buyers are smart and informed, and it will backfire to try to pull the wool over their eyes and over-charge. The cost of your offerings must match your customer’s expectations. If the price doesn’t satisfy the expectation, customer experience can suffer a life-threatening blow.
Good luck with these and with your efforts to continually improve customer experience. It’s no shock to know that we recommend using feedback surveys and other measurable, track-able means to check progress. Continue to monitor and tweak along the way, and with steady attention, you will see happier, more loyal customers over the long haul.