Customer Experience (CX) is the sum of how customers perceive interactions with your company. The opinion of positive customer experience resides solely with your customer and is a combination of how useful and enjoyable the experience was.
Think about how many ways your company interacts with current and prospective clients, both online and off. Think about your website, your blog, your lead capture mechanisms as well as your customer support. But also think about the events you run, how you respond to new clients, even the tweets you send.
These areas, and many others, make up your CX.
Good customer experience can be defined as the practice of building and responding to customer interactions in a way that meets or exceeds demands, expectations and satisfaction. It increases demand in the short term as well as loyalty in the long run. It leads to greater customer satisfaction, long lasting relationships and brand loyalty, encouraging repeat customers, creating a competitive advantage and boosting revenue.
The most important thing when building your CX is to understand your customer’s needs and desires, their pain points and their interactions with you.
Understand Your Customer
Understanding your customer, where they stand and what motivates them to choose you or a competitor, is the foundation of delivering a superior customer experience. It’s the digital experience touchpoints that your customers have with you that I want to look at a bit more closely in this post. Touchpoints like your website, blog social media activity
Examining these touchpoints is crucial to understanding how your current and prospective customers are interacting with you. One of our partners, Fifty Five and Five, has introduced a digital marketing benchmarking tool, called Maya, that allows you to benchmark your digital marketing touchpoints, and in turn, a portion of your Customer Experience, to make sure it’s in line with the expectations of your customers.
Maya also provides recommendations to help you ensure that your digital CX is the best it can be. Knowing the status of your digital marketing performance can ensure you see where you need to improve across many aspects of your business, tweak certain methods, and increase your knowledge of the type of impression you are making on your customers. I interviewed Chris Wright, the founder of Fifty Five and Five about his thoughts on best practices for digital CX. Here’s what he said.
1. Focus on the customer perspective
When you think about the CX that you provide, there is a tendency to come at it from the perspective of the business and the solutions we are providing. . This isn’t necessarily wrong. However, remember that your customers care about themselves and their wants and needs first. So, it’s important to see your company from their perspective. Knowing and sharing information they care about ensures a much higher level of engagement with your product or service.
Customers see the world according to the outcomes they want to achieve, and jobs they are trying to get done, as well as “pain” they are trying to relieve. When you as a company focus on how your products and services alleviate customer pain points, and create value for a customer in response to those pains, you have a fit!
2. Update your blog consistently
Do you have a blog? If not, you should consider it. Your blog is one of your most important digital properties that you own and have full control of. It’s also one of the first touchpoints in the customer experience journey. It has the power to drive traffic to your website, position your brand, engage your customers, build better customer relationships, and generate leads. So, if content is king, your blog is part of the royal family.
The caveat, however, is that if your blog lacks regular updates, it becomes a much less powerful touchpoint. One of the challenges many businesses face is to blog consistently. Creating original and engaging content will boost the overall customer experience of your website, but it takes effort. If you’re not sure where to start, Maya can help you to analyze your blog and provide you with a review of what you’re doing well and where you can improve in blog readability, clarity and quality of posts.
3. Engage in social media
In what way and how often are your customers interacting with your business through your social media channels? Your presence on sites like Facebook, Twitter, and LinkedIn are central to the customer digital experience. Social channels allow businesses to hear what their customers are saying. Their thoughts, advice, feedback and opinions are provided in a transparent and honest way where you can build trust between your business and your customers. Check out Maya’s review of your social channel performance for some helpful insight.
4. Make sure your SEO is firing on all cylinders
If you’re conscious of (or concerned with) optimizing your entire digital customer experience, SEO should be at the top of your to do list. To build an effective customer experience you need to have customers, and that means optimizing your website, blog, and pretty much any content you’re putting out into the world so that your customers can find you.
One of the keys to making your customers happy is to help them discover your unique ability to resolve their business pains and many initial searches for help start on the web. Maya can give you a detailed review of the quality of your content and how well it’s optimized for search engines so you know how to reach your customers better.
Great customer experiences are the ultimate conveyor of value and differentiation. Deepening the quality of the relationship and engendering loyalty to the brand and products results in higher customer retention, number of products purchased and increased advocacy.
Let us know some of the ways you are creating positive CX! Share your thoughts in the comments below.