What is customer experience?
Customer experience is relatively new as a concept and there is probably some conceptual confusion about what customer experience means and what a difference it is, for example. customer experience and customer satisfaction.
Our definition of customer experience is: “The customer’s total experience of an organization based on all the customer’s interactions with the organization”.
The customer experience thus encompasses more than just the experience of a single interaction between the customer and the organization, although each interaction itself contributes to the customer experience (but to varying degrees).
An interaction that affects the customer experience does not have to mean contact with the company or its products, but it can also be when someone else mentions the organization, that you see an article in the newspaper, marketing or other things that contribute to our overall picture of the organization. So the customer experience is not just about what happens in a store or in the conversation with customer service, but the customer experience is the sum of ALL factors that influence the customer’s experience of you.
Tips for a better customer experience:
Concrete tips for a better customer experience
But what can be done in concrete terms to create a world-class customer experience, maybe someone wonders? To make it easy to get started on working to create a better customer experience, a list of concrete measures for better customer experience is presented below. These are measures that most people can apply to their own business regardless of the industry.
1. Make it easy to be a customer to you.
Being an easy customer is one of the most important factors for good customer experience. Whether it is to make purchases, get support, make a return, contest an invoice, use a customer card, cancel a subscription, etc.
2. Ask questions and listen to the customer.
Get to know your customers. Listen to what they have to tell and understand their problems, their dissatisfaction, their suggestions, etc. Understanding the customer’s needs and desires is the basis for delivering really good customer experience. There are many different ways to get customer insights such as customer surveys, focus groups, customer panels, feedback via social media etc.
3. Be clear about what employees can do to help customers and solve any problems and customer complaints.
In order for employees to be able to act based on what they feel the customer needs and what the customer wants, the employees must be confident in their role and what they must do to help the customers. The management must be clear that the customer is at the center and confirm that what is good for the customer is also good for the company and the employees (even if you receive a cost in the short term)
4. Think about the customer’s feelings.
What feelings do you want the customer to have in contact with you and how should you activate these feelings in the meeting with the customer, when they meet your brand, your staff, go into your premises or call your customer service. The customer’s feelings are often forgotten even though it is a very important part of the customer experience.
5. Take good care of your employees.
The employees’ feelings and attitude towards the company and their work infect on the customers. If you want satisfied and happy customers, it makes it easier if the staff is satisfied and happy. If you take good care of your staff, chances are they will take good care of your customers.
6. Always pay attention to the customer.
As a customer, you want to be seen and noticed. If you cannot help the customer directly, announce that you will help the customer as soon as you can. If you meet the customers on your own premises then greet the customers when there is an opportunity.
7. Through respect for the customer.
Treat your customers with the same respect as you would treat your parents or best friend. It is the customers who make every person a job, It is not the immediate manager or the company’s CEO or anyone else in the organization who pays the salaries of the staff.
8. Think about how customers interact.
The customer experience is also affected by other customers who consume the service at the same time (eg cinema, air travel, restaurant, etc.). Should customers be encouraged to interact with each other, or kept separate, are the other customers perhaps an important part of the customer experience (painball, nightclub, etc.)?
9. Have a positive attitude.
A smile costs nothing but can do wonders for how the customer experiences the meeting with you, whether it is a customer meeting that happens face-to-face or over the phone.
10. Interact with the customer.
How many times have you not gone into a store and seen the staff standing idle behind the cash register? What opportunities do these have to help the customer find what they are looking for, suggest alternatives or help them try products? Interacting does not mean that you are crowding or trying to “sell on” (see paragraph 6). It is about creating a personal contact and showing care about the customer.
11. Help the customer prepare.
If a customer looks uncertain or lost, ask if you can help the customer with something. Many customers may hesitate to trouble staff with “stupid” questions.
12. Take responsibility for solving problems.
If you find a problem that can affect customers in a negative way and you have the opportunity to solve that problem, then solve the problem. Don’t expect anyone else to do it. Even if it was not your problem from the start, it is your responsibility to solve it. Report the problem so that it can be addressed for the future.
13. Be selfless.
If you cannot help the customer yourself but you know that your competitor can, then tell the customer about the competitor. Customers will still not buy that product from you, but they will certainly remember your unselfishness. You win it in the long run.
14. Win the customer, don’t necessarily win the argument.
The customer is not always right, but that does not mean to “write the customer on the nose” and tell them that they are wrong and you are right. It is more important to win back a dissatisfied customer than to win an argument.
15. Do something extra for the customer.
If you have the opportunity to do something extra for a customer then do so. A little extra service, a gift or something that is out of the ordinary. It is so unusual for customers to get something out of the ordinary that the customer will remember it for a long time to come. This “unusual” gives you the chance to be remembered precisely because this makes you stand out from everyone else.