Customer experience matters — a lot.
Companies that lead with customer experience (also referred to as CX) as their first priority have 1.7x higher customer retention rates, 1.9x returns on spend, and 1.6x higher customer satisfaction rates than companies that don’t, and more than 80% of organizations report competing mainly on their customer experience metrics. But how do you optimise the customer experience so that you can be sure to compete?
The steps you need to take to improve customer experience will vary depending on the customers that you’re working with, your industry, and the product or service that you’re selling. However some essentials should always be followed. Below, we’ll go over what the key steps are so that you can offer an improved customer experience and start seeing the advantages that come along with it.
Step 1: Assign Your KPIs
Knowing exactly what you’re working towards will help you hone in on where and how you can improve. The most important metrics for measuring the customer experience include:
- Net Promoter Score (NPS) – How likely a customer is to recommend your product or service to others.
- First Contact Resolution (FCR) – The percentage of customer queries and complaints solved upon first contact.
- First Response Time (FRT) – The amount of time it took a customer to receive a response to their query or complaint.
- Customer Satisfaction Score (CSAT) – Overall customer satisfaction with your product or service.
- Customer Effort Score (CES) – How easy customers find it to deal with your company.
Take some time to see where you currently fall with these metrics. Data can be gathered through post-sale surveys, web pop-ups, and other survey methods, and should be compiled, tracked, and compared efficiently for maximum insight.
Step 2: Illustrate your customer journey
Every brand’s customers’ follow a distinct journey, so what’s yours?
By laying out the steps that it takes to get a customer from the awareness stage to the consideration stage to the decision stage, you give yourself the best opportunity to identify any gaps in the process that might be taking away from an overall positive experience.
For example, do your customers need to wait to hear back from your team in order to get a demo started, or can they sign up right on your site? Are you sending targeted, value-driven content that helps guide customers from stage to stage or are you just throwing a bunch of stuff at the wall and seeing what sticks?
This step will help you solidify how you want your customers to get from point A to point B, and equally important, how you can better support them in getting there.
Step 3: Engage your whole team on strategy and implementation
In a Customer Think survey, 100% of respondents said that a customer experience improvement campaign can’t succeed with engaged employees. Have one person leading the effort, with additional employees on board for workshopping, testing, and monitoring. The more you can get your team on the same page, the better the overall experience will be for your customers.
Step 4: Take action
As for specific things that you can do to improve customer experience, make a point of highlighting the following actions in your CX strategy:
- Improving the quality of your product or service
- Ensuring sales queries and customer service complaints are responded to — and solved — as quickly as possible
- Customer retention and added post-sale value
- Content optimisation at all stages of the buyer’s journey
By paying close attention to these types of targeted improvements, you’re guaranteed to have happier, more engaged customers. From there, circle back to step one and monitor your metrics closely to visualize your progress and look for additional ways to improve.