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Research shows it’s better to retain a customer than acquire new ones. How do organizations deliver outstanding customer experience? This all starts with focusing on the customer’s perception and needs, along with data and technology to close the gap. It’s about understanding and supporting your customer at each and every stage of the customer journey. And remember every step of the journey is vital to your marketing strategy. Here’s what Harvard Business Review and Accenture have to say:
- “Customers who encounter positive customer care experiences are nearly 3 times more likely to recommend a brand,” Harvard Business Review
- “68% of customers say they switched service providers because of poor customer experience,” Accenture
Now that we know these key statistics let’s see how you can focus on the customer and make them your #1 priority for the New Year.
Customer Service
Enhancing customer service means making sure your customers receive the best possible service before, during and after purchase. In other words you must be responsive to calls and emails, polite, committed and trustworthy to assure a customer doesn’t move to a competitor.
In this day and age of technology, it’s also important to handle customer service issues through social media channels: Facebook, Twitter and other networks. Your team should be available online to respond to complaints and broadcast announcements.
Building Relationships with Personalization
Research shows that customized experiences can increase sales 20%. Personalizing interactions offers an opportunity to build your customers trust. Automation is key for the delivery of a service or product and will differentiate you from competition.
Our Founder Brad Tocher says, “Relationships built through great conversation and in-person collaboration allow you to spot new opportunities for innovation and partnerships to help one another become more successful.”
Customers want to feel special so the same generic email won’t work for everyone in your CRM system. Create personalized content to encourage customers to take action. Base your messaging on target profiles, behavioral data, purchase history or browsing history to reach the right people at the right time.
Rewarding Loyalty
Loyal customers have a strong interest in your business. They become advocates for your company and provide referrals that translate into revenue. Don’t just give out discounts. Get creative and give your best customers something of value. For example VIP customers in a B2B business could receive tickets to an event, gift card to their favorite restaurant or a holiday basket. Make sure you reward them with something that is desirable to them.
Quality Delivery
How do you capture the heart and mind of your customer? It’s all about impressing them with how you deliver the final product. If it’s a consumer product, customers will remember the packaging, timeliness of delivery and that the product lives up to its claims. In a B2B company, it’s all about flawless execution along with staying on top of your communication to assure client feels knowledgeable and empowered to portray you in the best light to peers and management.
Hopefully, you have been delighted with some strategies to enhance your company’s customer experience to create advocates and a better retention. If you need any help enhancing your customer experience please contact us here.
