The allure of a 4-hour work week is a concept that resonates with many small business owners (We all have read the book from...
In the densely populated business world, setting your company apart can be tricky. Even if your product or service is exceptional, there are a lot of factors that can make or break your brand. One of the most important aspects of a brand’s success is its focus on customer experience.
What is Customer Experience?
Customer Experience, also referred to as CX, is how your target audience perceives your brand and its products/services.
There are two key components in customer experience.
- The product
- The buyer journey
If you look at the shops in your local area, the one that provides great customer experience through out your It’s essential to maintain a balance between these two. To achieve a great customer experience with a great product, an equally excellent and consistent experience throughout the customer’s buying journey is important. Your brand cannot deliver a great customer experience without both these components. But exactly how important is customer experience? Let’s take a deeper look!
Why Customer Experience is Important
Getting to know how your customer feel about your brand has always been a tricky one. One way to do this is A great customer experience creates loyal customers. If you look at Apple, their whole strategy is around giving their customers the best customer experience possible, at least while Steve Jobs was around. Having customers who are loyal to your brand is critical to ensure sustained growth for any business.
Unlike any other time in history, today, the power has shifted from seller to the customer, and customers no longer tolerate a mediocre experience. If your customer experience is mediocre, you cannot expect loyalty to the brand.
How Do You Measure Customer Experience?
Getting to know how your customer feels about your brand has always been a tricky one. Here are some ways you can go about it.
1. Net Promoter Score
One way to do this is through customer satisfaction surveys to find the net promoter score (NPS). NPS has always been one of the proven ways to measure customer experience. It focuses on how likely your customers are to promote your products or services to others. A well-executed survey focusing on separate parts of the customer journey can help you to understand how each touchpoint is performing from the customer’s perspective.
2. Ask Your Audience
Don’t forget that you can always ask the customer for feedback directly as well. If not, there are a lot of free survey tools available these days to help you get what you need without breaking the bank!
Analytics help you get numbers that demonstrate what is and isn’t working. For social media, this means engagement such as likes, comments, and replies, as well as followers and reposts.
For your website, you can use a heat-map or eye-tracking that lets you see what areas of your website compel the most customer attention. Website traffic, bounce rate, dwell time, and click-through rate will help you gauge how your site is performing with customers and how many of them returned to it due to a satisfactory customer experience.
How Do You Create a Great Customer Experience?
Creating a great customer experience involves identifying key touch points along your customer’s journey, understanding their expectations at each touchpoint, and collecting their feedback for improvement. Analysing the collected information will help you to improve the customer experience delivered to your customer.
Customer Experience needs to be at the forefront of your brand’s priorities. Creating a compelling and dynamic customer experience is what can set you apart from your competitors. Plus, happy customers mean more brand awareness, leads, brand loyalty, and sales!
Dasun Premadasa is the Founder and CEO of DASCX, the premiere B2B CX consulting firm for manufacturers in Australia. With over two decades of experience including four large CX and digital transformation programs at 4 different manufacturing and automotive firms in Australia, he's one of the best business technology experts for B2B customer experience.