A few weeks ago we wrote about an experience we had at a local Chick-Fil-A. They treated us well, the food was hot, and the individuals working were beyond helpful and friendly. Our customer service at this Chick-Fil-A left us satisfied both mind and body. If another opportunity to go to Chick-Fil-A was presented, we would go without a second thought and we would want to bring friends with us to enjoy the high-quality service.
How do you create that same kind of customer experience for your business?
Do you remember the last time that you had an amazing customer experience? It probably won't take long to identify a time that you received exceptional service. On the flip side, you may be able to remember an experience that left you frustrated and angry towards a certain business or product.
Creating a positive customer experience has extreme far-reaching effects, including additional revenue and a steady stream of high-quality leads as those that have positive experiences are often willing to refer friends to your business.
American Express reported that 86% of customers are willing to pay more for a better customer experience.
So if providing a better customer experience is going to be greatly influence for your business, the question remains, how do we create that?
The Razor Team has a few tips to help, but first let's identify what customer experience is.
What is Customer Experience?
Customer experience is boiled down to the interactions that your customers have with your business throughout the entire process, from the first contact to becoming a committed customer. This can start with your brand image, ads, or storefront, and runs through the customer service your team provides throughout the purchasing process and the customer feedback stages.
This strategy of creating a customer-friendly experience is so important because of the implications it can have in creating loyal customers to your brand.
Investing in a quality customer experience will generate committed and loyal customers which will amplify your brand and create a buzz for your business.
How to Improve Your Customer Experience
Customer experience is critical to sustained growth for your business. Use these tips to create a better customer experience and build brand loyalty.
1. Have a Clear Customer Experience Vision
The first thing to do in your customer experience strategy is to formulate a clear vision on how you intend to communicate with your current and potential customers, and the message that you want to portray to those looking at doing business with you.
Going back to the Chick-Fil-A example, they incorporate a friendly, family orientated, and faithful values into their company culture. Their entire business, from the people they hire to the services they offer, is built on these values.
Having this clear vision of the behavior and message you want to share as a small business, each and every member of your business should look to portray that message to all those that they come in contact with. This culture will begin to be easily identified by those that you do business with.
2. Identify Your Target Audience
If you have read any of your blogs, you might be tired of us using the phrase "identify your target audience". At the end of the day, skipping this step in any of your marketing strategies is setting your marketing campaign up to fail. You must know who you intend to do business with to grow and scale your company.
Understanding your target audience and the most common customers your business deals with will help your customer service ability be laser-focused and positive.
To fully grasp your customer needs, understanding the individual situations that your customer may face through their purchasing journey with your brand is extremely important to best serve them. For example, David (age 63) may have trouble accessing the internet and making an online order and may need to speak with someone on the phone. While Jane (age 24) may be able to access your company website quickly and easily and have the ability to follow a video tutorial that explains your good or service clearly and quickly.
By being able to recognize these differences in your customers, your customer support strategy will be able to provide the highest levels of customer satisfaction for all possible situations.
3. Establishing an Emotional Connection
When I rolled up to the Chick-Fil-A menu a young man standing outside in the heat was there to help me order my food. He welcomed me with a smile and a "thank you for coming to Chick-Fil-A, what can I get started for you?" I felt generally welcome to their establishment.
You have probably heard the saying, "it is not what you say, it is how you say it."
The best kind of customer experience is when you can create a positive emotional experience with the customer. With the three people I spoke to while in line at the Chick-Fil-A from initial contact to paying and receiving my order, each was happy, positive, and met me with a smile. It created a happy emotional feeling before I had even tasted my food. Between the atmosphere and the amazing product (love the spicy chicken sandwich) I am willing to tell all my friends to go get a sandwich from Chick-Fil-A.
4. Receive Customer Feedback
To best understand if your customers are satisfied with there experience, you need to ask!
It can be as simple as sending a follow-up email, with a short survey to the customer after a purchase.
Using social media, surveys, and Google reviews can better help you and your business understand how your customers feel about your product or service.
5. Measure and Report Your Customer Experience ROI
Is it all paying off? Is the extensive customer service training, culture implementation, or specific software and technology worth it?
The best way to know is in the results of the business. Are customers becoming loyal to your brand? Are they willing to refer your business to a friend?
Getting answers to these questions will allow you to understand if your customer experience strategy is worth the investment.
In today's world, customer/business relationships are vitally important to the success of your brand. People are becoming more and more aware of the type of businesses they purchase from.
That means customer expectations are becoming extremely important, and word of mouth travels like a wildfire. As the customer continues to become more and more powerful in the marketplace, the importance of customer experience skyrockets.
Customer experience can be a tremendous boost to your business or an extreme pitfall. Constant attention and brand management will increase your customer experience and create a positive impact.
If you need help implementing a stronger customer experience to enhance your brand, Razor Thin Media is here to help.
Contact us through our website at www.razorthinmedia.com or give us a call at 928.978.5077.