Do you provide great customer service or a great client experience?
Do you have a business, restaurant or store that you enjoy visiting or supporting? It may because of the products they sell, or it could simply be how the establishment makes you feel when you visit Our emotions and our experiences play a huge role in branding and marketing. As brand owners, we cannot ignore the power of creating a great and memorable experience for clients and customers.
Why is Client Experience (CX) Important?
If a customer has a great experience with you, he/she will likely be a repeat customer and will tell others about your business, service or product. If they have enough good experience, they will be a loyal customer.
Customer experience is NOT customer service. Customer service is often that point of contact your customer may have your business. Customer experience embodies every experience, from digital awareness/media until after the transaction or service has been provided (follow-up or surveys).
Below are a few things to consider with creating a strategy for a wonderful and consistent customer service experience.
Keep It Simple
Unfortunately, I’ve seen businesses or organiations make this too complicated, and then not able to maintain a consistent customer experience plan. You have your core business – the service or product that you provide – therefore, be careful not to overthink providing a good client experience. Think about your current client interactions on a daily basis. How can you improve it? How can you make it easier or more efficient for your clients or customers? Is there another small way that you can make them feel appreciated?
We often underestimate the power of simply asking our clients/customers how they feel? If we remember that ultimately marketing is about creating and building relationships, we will keep in mind that in every relationship people just want to be heard and validated. Are you listening to your audience? Do they know you are listening and that you’ve heard them? Are you addressing concerns and issues? Ask. Listen. Respond.
Look at the Big Picture
Be careful that you don’t judge your client’s experience on one touchpoint. They may have a great interaction with you and your service or product, however, the payment process may have been complicated. Or they may have tried to order something from you online and it wasn’t clear. Or someone from your accounting department was rude. Be sure to step back and look at all touch points and the WHOLE experience of your clients/customers.
Don’t Forget Emotions
Emotions play a big role in marketing and branding in a myriad of ways. With client/customer experience, you must know your audience and what is important to them. When we know what is important to them, we understand more of the emotion to connect to and better able to make the the client experience relevant. Always know your audience and what is important to them.
If you need assistance with creating a client experience vision or strategy, feel free to contact me. I would love to answer any questions that you may have or help you create an amazing strategy.