Memorable customer experiences do not happen by luck. Think about an outstanding customer experience you have recently had. This positive experience was only possible due to a list of things like seamless processes, polite customer service reps, and behind-the-scenes technology that was used to serve you quickly and accurately.
How can you provide your customers with the same memorable experiences? This blog will outline how to improve your CX strategy and how to put those improvements to work in your day-to-day processes.
Why Are Memorable Customer Experiences So Important?
In the last few years, customer experience (CX) has increasingly gained importance as a primary driver of organizational growth.
CX is so much more than just customer service. Customer service is focused on the conversations customers have with your support team to air issues and ask questions about your services or products—this is just one small fraction of the overall CX picture.
CX is actually the perception formed by customers based on the cumulative experience with your entire organization—from navigating your website to interacting with your sales team to making purchases to dealing with the billing process.
Everything your organization does has an impact on the CX. This means every business process has the opportunity to improve experiences.
All in all, companies need to focus on driving more memorable customer experiences because it impacts their bottom line.
Creating Memorable Customer Experiences
There is a straightforward way to create memorable customer experiences: don’t deliver bad customer experiences but do provide outstanding ones.
Don’t Deliver Bad Customer Experiences
We’ve all had bad customer experiences before. The truth is that bad customer experiences come in different shapes and sizes and can be caused by various internal process breakdowns.
Here are the most commonly reported issues that lead to poor experiences:
- Unresolved issues or unanswered questions
- Long wait times
- Employees who are unable to understand customer requirements and concerns properly
- Lack of personalized services
- Complete lack of human touch or too much automation
What is the best way to address these issues? Optimize your internal processes and reflect those processes in your CRM system.
Every member of your team should have instant access to a 360-degree view of every single customer. They should be able to access knowledge banks and answers to common customer questions. And they should be able to use automations in a way that aids their work–not in a way that completes their work for them entirely.
With well-thought-out processes and an optimized CRM system, your employees will be able to quickly and personally understand each customer’s needs and address them adequately.
Deliver Outstanding Customer Experiences
On the flip side, you need to ensure your organization is providing positive and outstanding customer experiences.
On the flip side, you need to ensure your organization is providing positive and outstanding customer experiences. Deliver good customer experience by:
- Making listening to your customers a top priority across the organization
- Implementing a seamless system to collect customer feedback, analyze, and act on it consistently
- Using customer feedback for developing an in-depth understanding of preferences, expectations, choices, and priorities
- Having a 360-degree view of customers across multiple touchpoints
- Understanding the significance of delivering exceptional products and services consistently
Once again, the only way you will achieve this level of customer experience is with a CRM system optimized for your specific business processes. But how do you accomplish that?
Ensure Your Internal Processes Lead To Memorable Experiences
The first step to creating a memorable CX is to develop a CX strategy. If you need help with this step, check out our blog, Develop A CX Strategy With These 6 Steps.
Incidentally, this is the most challenging yet most important step— because you need to implement a strategy using a blend of internal processes. Your strategy will be useless if you don’t put it to work.
This step is all about aligning your departmental visions and processes with the organization’s customer-centric vision. By creating a customer-centric culture, you can ensure that everyone in the organization is working together to improve the CX.
Here are a few tips to get you started toward a customer-centric culture:
- Regularly communicate organizational goals and vision with each department and remind them of their role in goal attainment
- Enable your employees to deliver consistently memorable customer experiences with interactive soft skill training and product/technology knowledge training
- Develop and implement departmental processes that enable each employee to provide memorable experiences
- Continually reassess your CX strategy and allow it to evolve to meet changing customer needs
- Foster a customer-centric culture across your organization
Customer experience is a never-ending journey. As previously stated it takes a lot of effort and resources to get right, but it will be worth it in the end.
In sum, putting a CX strategy into practice can be challenging, but you don’t have to do it alone. For more actionable steps to begin putting your CX strategy into practice, we recommend downloading the eBook, Building For Momentum: Customer Experience In Practice.