In today’s complex and competitive business landscape, success is not just determined by the quality of products or services offered. Customer experience has increasingly become a key differentiator that can make or break a business.
Don’t get us wrong, the notion of “customer experience” has always been an important factor for as long as goods and services have been traded in exchange for money, but as we head into 2024, we’re seeing more and more organisations investing in sophisticated, focused customer experience programmes - and rightly so, we reckon.
“Customer experience” is not just a buzzword; it’s a strategic approach to service that considers the customer’s experience at all touchpoints and requires specific tactics and approaches that are designed to maximise the experience in every interaction. Done right, a customer experience programme can deliver astronomical business advantages, propelling a company to new heights. Yet, so many businesses still don’t have one.
Ahead of the new year, we wanted to explore in more detail the various business benefits that stem from investing in and maintaining a strong customer experience programme:
A customer who has a positive experience with a company is more likely to become a loyal advocate. We all know this by now.
By prioritising customer satisfaction, businesses can create a bond that extends beyond individual transactions. Loyal customers are not only more likely to make repeat purchases, but they are also valuable brand ambassadors who can influence others through positive word-of-mouth, reviews and social media interaction.
When you think about it, customer experience opportunities truly are everywhere.
A well-implemented customer experience programme helps retain existing customers, and retention is an incredibly important business KPI, particularly in this uncertain, volatile climate.
The cost of acquiring new customers is significantly higher than retaining current ones. By continuously improving the customer journey, addressing pain points, and delivering exceptional service, businesses can reduce churn rates and build a stable, long-term customer base.
Satisfied customers are not only likely to make repeat purchases, but they are also more willing to explore additional products or services offered by the same company. This increases the customer lifetime value (CLV), a key metric that reflects the total revenue a business can expect from a single customer throughout their relationship.
Customer experience and brand image go hand-in-hand. We’ve all seen our fair share of very public, very humiliating customer service failures over the years, and customers talk.
Unhappy, seemingly undervalued customers are more likely to leave negative reviews, engage negatively with the brand/business on social media, submit angry or disillusioned customer survey responses, and will always be looking for an alternative that they deem more worthy of their business. When they find it, they’re off. But it doesn’t have to be this way.
Happy, satisfied customers are more likely to share their positive experiences on social media and other review platforms, contributing to a favourable online reputation. This, in turn, attracts new customers, validates purchases/decision-making, and enhances the overall perception of the brand in the market.
They’re also more likely to give you (free!) constructive feedback that you can use to drive improvements. More on feedback in a moment.
In industries where products or services are similar, customer experience becomes a vital differentiation factor. A company that consistently provides an outstanding customer journey stands out from the competition, creating a unique selling proposition that goes beyond the features of the product.
This used to only be applicable to more ‘considered’ purchases, but now it spans across most sectors, products and services. The wealth of information a customer has at their fingertips means that this differentiation is more crucial than ever - and it’s not set to change.
A well-designed customer experience programme involves streamlining and improving processes to meet customer needs efficiently across every touchpoint in their journey. Customer journey mapping can help organisations to identify, evaluate and address pain points and opportunities in the customer journey, enabling them to optimise operations, reduce inefficiencies, cut costs and, most importantly, improve customer experience as a result.
A well-functioning customer experience programme gives businesses the visibility and data to understand how individual areas are performing. Many of our clients, such as Philips, Barchester Healthcare and Parkdean Resorts, find this information incredibly useful for identifying areas of improvement where it is needed.
The CX programme gives businesses something to manage with. Therefore understanding where improvements are required and what they are, to put action plans in place. They can then see how these decisions influence customer experience and ultimately, business performance.
This visibility can also enable CX professionals to identify “at-risk” customers and make some positive action happen before they are lost. It will also reduce “costs to serve” because teams will have increased first-time resolution, which means fewer repeat calls, chasing and fewer complaints.
Ah, now here’s where we come in.
Customer feedback is a vital part of a customer experience programme. How can you genuinely improve something for your customers if you’re not asking and listening to them?
Implementing a robust customer experience program involves gathering, analysing, reacting and responding to customer feedback. It’s a vast topic that we’ve been banging the drum about since 2010 via a sizeable back catalogue of customer feedback insights, which you can access here.
In a nutshell, however, customer feedback serves as a valuable source of insights, allowing businesses to identify areas for improvement and make informed decisions based on what customers are taking the precious time to tell them.
It’s a constant cycle of improvement, utilising input gleaned from customer surveys, and enables the business to stay responsive to evolving customer expectations. It can also have the happy side effect of increased employee engagement, as individuals know how they are doing, can see the impact they’re having, and feel empowered that they have the tools to make things better for customers.
You’ve arrived at the right place. We’ve helped businesses including Philips, Barchester Healthcare, The Digital Marketing Institute, Polypipe and so many more to maximise the power of investing in their customer’s experience.
A strategic customer experience programme goes beyond simply meeting customer expectations. It values their input, anticipates their needs, addresses pain points, and creates a lasting emotional connection between customer and brand. As we’ve illustrated briefly in this post, the advantages of such a program are far-reaching, but it’s also becoming more and more of a non-negotiable.
We have over 13 years of experience helping our customers with their customer feedback programmes, with intuitive, easy-to-use software and unparalleled customer support from our expert, friendly team. No organisation is the same, and we love to help our customers get under the hood of their offering to spot areas of improvement and opportunity.
If you’d like to learn more about us, what we do and how CustomerSure works, sign up for a free demo here.
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