Generally, in the commercial world, the customer experience refers to the interaction process that occurs between the organization and the customer over the entire duration of their relationship. However, in the current digital environment we live in, it can be easy to get accidentally short-sighted about defining the best possible experience for your customer and forgetting that the interactions exist outside of the Internet. Indeed, it would be foolish to assume that your website is the primary and only tool that matters in defining the ideal customer experience. In reality, while your website matters, it is by far one of the least important factors in the overall interaction process. A potential customer who is put off by the site – for accessibility or aesthetical reasons – is likely to end all interaction at this point, making the website only an entry level into a much bigger and diverse process. Here are the indispensable ingredients of positive customer experience.
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Do you have the team for it?
Your most valuable assets in a company are your employees. The ideal team is driven by shared values – which are also the values of your business – and keen to achieve your goals. Having the right team ensures that you can have the appropriate business representation for your customers. Indeed, the team will be responsible for liaising with customers, address queries and complaints, creating appealing campaigns, and, at the heart of everything, keeping your customers engaged. Without employees who understand your company and support it, there can be no experience at all for your buyers.
Do you make your customers feel special?
Your role as a company doesn’t end with the delivery of the purchases goods or services. You need to support the relationship with your customers and ensure that it can remain strong. As the saying goes ‘out of sight, out of mind,’ if you fail to stay in touch with your customers, their experience is likely to fall into oblivion. Consequently, sale offers, discounts and thank you notes can help to keep your brand in the mind of your customers and extend their experience. Additionally, a gift brings fresh fuel to the fire of your interactions. For retailers, it’s a good idea to send a freebie at birthdays, such as a sample, for example. Companies that work with bigger clients can make their gifts more remarkable, such as sending flowers to congratulate your client on a recent PR success – you can get ideas from Aloha Hawaiian Flowers if you’re looking for something colorful and fragrant. Invitations to special events are also appreciated in the fashion and tech industries.
Do you know the workflow of customer interactions?
It can be tricky at first to understand all the aspects of the interaction process. Indeed, customer interaction is a complex topic that can encounter a variety of customer and interaction types. Be sure to add to your workflow commercial communications that are performed by your suppliers or contractors on your behalf, from delivery to feedback collection. Indeed, these can also affect the overall customer experience when it comes to your brand.
The bottom line about customer experience is that it is an organic and many-sided process that exists both in the online and the offline worlds. You can’t afford to ignore any aspect of it because anything that has contact with your customer can potentially make or break your brand reputation.
