Have you considered the experience your customers have when using your services? It’s often the deciding factor for whether they will return to do more business with you or leave a nasty review on your social media profile. And the small decisions you make in your daily operations can multiply those reputation-building moments.
To better prepare you for your company’s forthcoming growth, we will look at what customer experience is and offer practical advice for how businesses can improve their customer experience strategy in office, on their websites, on their social media channels, when taking calls and in every other element of their business.
How To Improve Customer Experience
In order to improve customer experience, you have to consider every part of the interaction between your customers and your brand. It may start outside of your traditional sales funnel and it should never end at the point of sale. A will allow you to view the full scope of your customer’s view of your company by mapping out every touchpoint that new customers feel.
Also known as a customer journey map, these are a key tool for developing future products, campaigns, and protocols. From beginning to end of the journey, you should consider each step of a customer’s engagement with your business. This exercise will reveal insights for improving customer morale, sales and retention while reducing friction within your organization.
Customer Service vs Customer Experience
If you’re asking what is customer experience, you might be likely to confuse it with customer service. The difference between customer service and customer experience is simple: What we know as the customer is one just one part of any business. It is focused on supporting the specific needs of individual customers with a unique set of problems. That is not to be confused with customer experience, which is the sum total of the full customer journey. From start to finish, their full impression of your business, including the initial advertisement or recommendation that made them aware of your product or service, the first purchase they made and the eventual decision to return or cease the business relationship, is all a part of the customer experience.
Measuring Customer Experience
The great Peter Drucker told us, “If you can’t measure it, you can’t manage it.” Once you’ve mapped your customer journey, you can use metrics like Net Promoter Score (NPS) or Customer Satisfaction (CSAT) to measure and manage your progress over time.
Net Promoter Score
NPS is a common way to measure customer satisfaction because of its simplicity. NPS is found by asking customers: “How likely are you to recommend [business] to a friend or colleague?” They then rate your company from 0 to 10, 10 be
Responses are sorted into the following categories: Promoters (score 9-10), Passives (score 7-8), Detractors (score 0-6). To find your Net Promoter Score, subtract the percentage of detractors from promoters and apply results accordingly.
CSAT is the mean or average satisfaction score of customers for a given experience, typically measured by an automated survey that asks customers to rate an experience such as a product return, a customer care call or a password change through an auto-generated post-interaction survey. The scale can range from ‘Very Satisfied’ to ‘Not at All Satisfied’. CSAT is a favorite because it takes the immediate reaction of users’ to a product or service experience.
Average Resolution Time
Average resolution time is the time it takes to completely resolve a customer issue, beginning from when the customer initially brings the issue to the attention of a representative and ending when the issue is completely resolved. This metric can also be called ‘Time to Resolution’, ‘Mean Time to Resolution’ and ‘Resolution Time’. It is usually calculated by analyzing a team’s overall average time to resolution of a group of cases within a specified timeframe.
Keep Your Eyes (And Ears) Open
Many companies rely solely on the aforementioned measures, but progressive businesses are increasingly using customer analytics techniques like customer satisfaction analysis, customer engagement analysis, and customer journey analytics to understand and improve CX,” according to The State Of Customer Analytics.
Stay flexible when considering your customer experience, looking at individual behavior segments for each customer experience metric you check. Also, don’t overlook anecdotal experiences from individuals or cult causes from niche customer groups. In most industries, the more unique and personalized you can make the customer journey, the better.
Are You Ready To Upgrade Your Customer Experience?
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Call 954-745-5800 today and see why, at Alexa’s Workspaces, we don’t have clients – only colleagues.