Making your brand stand out doesn’t just entail improving your marketing efforts and revising your branding identity. It isn’t just about competitive product quality and price, either. Differentiating your brand from the pack extends to customer experience (CX) as well. Instead of focusing solely on marketing and product quality, companies across the world are pivoting to supercharging their customer experience operations to increase customer satisfaction and make their mark in their respective industries.
According to a survey conducted by Salesforce, 79% of consumers prioritise customer experience on the same level as products or services when engaging with a company. About 67% of them even admitted that they had raised their expectations as high as ever.
Companies are on the same front. A survey by Econsultancy revealed that businesses from varying industries are most excited by customer experience opportunities, beating out contenders like content marketing and mobile marketing. Since CX is the product of the interaction between a brand and the consumer, this just means that companies are beginning to prioritise building a positive sentiment around their brand.
Delivering a stellar customer experience doesn’t have to be tedious. Even if you’re not as big as, say, Amazon or Apple, you can still deliver top-notch experiences for your consumers. Here are some ways to do so:
Make your brand more accessible
The key to improving your brand’s CX is by collecting valuable customer feedback, and one of the best ways to make that happen is to make your brand more accessible. You can gain insightful feedback by incorporating things like post-interaction surveys through emails and social media or keeping an active customer service line open so that customers can have an avenue to relay their feedback. If you don’t have the resources to have 24/7 customer service available, the least you can do is automate responses and find ways to reach customers as soon as possible.
Forge emotional connections
Establishing an emotional connection with your users is also an effective way of boosting your CX. Research shows that more than 50% of emotion-based CX helps shape decisions. When emotions come into play, customers become much more involved, driving more engagement and loyalty. A study published in Harvard Business Review’s The New Science of Customer Emotions echoes this. It revealed that customers who are emotionally attached to the brand are more likely to repurchase and recommend the business and 44% less likely to look for alternative options.
Deliver a consistent experience across multiple channels
Whatever stage in the customer journey the user is in, you should make it a point that you’re delivering a consistent experience throughout. May it be on mobile, social media, or face-to-face, it’s imperative that you provide high-quality CX. Now that different channels are available to consumers, you should ensure that each channel offers a fresh, reliable, and consistent experience. To help you gauge whether you’re doing it right, you can employ customer satisfaction tools on each stage to measure their efficiency.
Providing excellent CX can help your business gain a competitive edge over your rivals. Make sure that you’re constantly refining it to improve your relationship with your consumer base and boost sales.
We are a digital advertising agency in London. Should you need help with fine-tuning your CX strategy, get in touch with us to see how we can help you.