Business leaders sometimes think of their “brands” in terms of external communications — their ad campaigns, websites and other sales and marketing efforts. In reality, a brand is the total of a consumer’s feelings and perceptions as they interact with a business. That’s why organizations large and small are taking stock of their organizations’ customer experience (CX).
And with good reason: Studies show that people are willing to buy more, buy more often and pay a premium for products and services that deliver an excellent experience. At the same time, customers who have negative experiences can do more than ever to damage a company’s reputation — and to directly impact the bottom line. A simple tweet that goes viral can bring an entire brand to its knees and send marketers scrambling to recover.
It’s not enough to offer a good product or service. If the customer is dissatisfied with the experience, then they’ll go elsewhere. What’s more, they’ll tell others about it. So it’s not only customers that business leaders need to think about — it’s literally anyone inside or outside the organization who comes in contact with the brand.
The good news is that when leaders invest in creating outstanding customer experiences, the feedback is immediate — and the rewards are measurable. Here are some ways your organization can take a strategic, systemic approach to CX.
Why does your organization exist? Who are you for? What’s your promise to constituents? Clarify your purpose, claim your value, and develop a narrative your audience can believe in.
Think about your customer’s journey as they encounter your business — from initial awareness to total loyalty. Where is the potential friction, and how can you smooth or eliminate it? Where are the opportunities to streamline transactions and enhance interactions? Consider every possible touch point and look for ways to go above and beyond.
You can have all the empathy in the world for your customers and their needs. And you can follow up after the sale to learn and improve. But sometimes the best way to understand your audience is to simply ask them what they want — and listen to what they tell you.
When everyone from the C-suite to the frontline shares the vision, your audience will see it, too. From recruiting to onboarding to training and beyond, work to create a culture of customer service. When people are empowered to make customers happy, they become not just employees, but ambassadors.
Set appropriate expectations with customers, and then do whatever it takes to meet or exceed them. Avoid sales or marketing messages that you can’t back up with the customer experience.
What’s the bottom line? According to Forbes, a 2018 survey by American Express found that 70% of U.S. consumers polled said they’ve spent more money to do business with a company that delivers great service. Millennials are among those most willing to spend more for their customer experience — as much as 17% more for luxuries like travel and lodging.
How can your business create an experience that meets customers where they are — and helps them get where they want to go? When you work with MasonBaronet, you get smart strategy, creative content, step-by-step tactics and measurable results. So with each successful interaction, you can build trust, loyalty and repeat business.