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Customer-centricity is synonymous with successful businesses, especially as markets are saturated with more choices than ever. Customers are demanding more, and only businesses that adapt to customer-centric processes will survive such a volatile market.
64% of companies with a customer-focused CEO believe they are more profitable than their competitors.
It is important to give your clients an exceptional service experience across each touchpoint to prove yourself customer-obsessed. For that, you need to have a solid customer experience strategy in place and build customer experience best practices to be followed across all customer interactions.
For a CX transformation to be a success, you need a clear vision, robust strategy, carefully created solutions, and follow the customer experience tips wisely. Prior you have a focus on building a strategic CX framework.
The digital customer experience framework ideally comprises four important aspects. CX doesn’t happen at one singular point in time. All four stages are vital throughout the client’s journey, and all need to be addressed in any strategy.
Here are 4 suggestions on how to fine-tune the experience at each level.
Based on the customer experience framework, here are the customer experience strategy best practices.
Without an authentic customer-centric culture, a business leaves itself vulnerable to its competition. Moreover, there will be a negative impact on customer lifetime value (CLTV) and retention rates. Keep a tab on the best practices and follow the tips to create great customer experience examples.
Here is a list of best practices that can help businesses to increase customer experience significantly.
Let us dive into a comprehensive discussion on the tips and best practices that can help businesses to make a strong impact on customer experience.
Customer experience is the sum-total impact of all interactions during a customer lifecycle.
However, it differs from business to business.
For B2B business, it means brand discovery, sales experience, onboarding, and product experience. In the B2C context, it applies to every interaction from the ads and social media interactions, from the content experience to online or in-store buying experience and everything that comes before or after.
Whether B2B or B2C, when it comes to CX, every function, team, channel, and platform, has an important role play in delivering a good experience. Hence, you need to build a customer-centric culture to deliver on your CX strategy. It’s equally important to understand the difference between the customer journey vs buyer journey to ensure right steps in boosting the overall experiences.
63% of consumers reported that they are more likely to return to a website that offers real-time support.
Delay in response impacts customer satisfaction (CSAT) scores and risks your business with consequences like negative reviews, bad word of mouth, etc. Hence, real-time response is extremely crucial when it comes to quality customer support.
Customer response time is a key factor for clients to decide which business they will continue to engage with.
In order to align your services to match customer expectations, it is very important to invest in the right technology and tools. It is one of the customer experience best practices that need to be focused on by every business.
Identifying the right tools and deploying them will help to encourage customers to have greater interaction with your brand. However, the end goal is to fulfill customer expectations and make them feel happy.
Businesses that are customer-focused should add digital tools along with the traditional ones to engage customers. The tools will help to monitor customer behavior and take proactive actions. They also help to handle customer complaints faster and provide effective solutions.
Most companies ask customers for feedback, but when it comes to closing the loop on that feedback, most still use rudimentary strategies, like sending “Thank you, we received your feedback”.
Building a feedback loop involves gathering information from customers, analyzing the data, and applying the final outcomes to the product. The feedback loop helps businesses to gain an advantage over the competition, creating a high-quality digital customer experience people will always remember.
Having a customer feedback loop is one of the most effective ways to improve your products or services in accordance with your customers’ satisfaction. The loop allows you to acquire, evaluate and apply the users’ suggestions in order to enhance your offers.
Not having a well-defined sales process can put you in a haphazard situation. Usually, the sales team encounters a number of queries from potential customers before they make their final decision.
Hence, you have to consider your sales tasks as well as your customer success processes as one of the CX best practices.
The common issues that your sales team might face are providing timely, accurate responses to highly-specific questions and keeping the customers engaged on a regular basis. It is important to streamline your sales process to both handle the increased chats, and better qualify leads.
It is essential to measure the impact of your customer experience strategy. Evaluating the CX metrics is not just to measure your ROI at an organizational level, but to understand which strategy is contributing most to increasing customer experience. There are many ways to understand customer intent, churn potential, and level of satisfaction.
The below image shows the important customer experience metrics to need to be measured.
You can use a post-service customer effort score (CES) survey to understand the positive, neutral or negative customer experience during an interaction with your brand or the net promoter score (NPS) survey auto-deployed across customer touchpoints of interaction with the “likelihood to recommend” question is scored on a simple zero-to-ten scale.
You can set a quarterly CSAT questionnaire as an essential element of your CX program to gauge how your customers feel about your organization and help to determine your best practices. It also helps you to find what areas of your business require improvement.
No matter which method you deploy, the bottom line is you need to know customer satisfaction levels and have a systematic way to identify potential detractors or customers displaying churn intent. A successful business knows how to prioritize because every business has limited resources to invest.
79% of consumers expect a response within the first 24 hours after reaching out to a brand on social media, and 40% expect brands to respond within an hour.
Social listening can be an effective part of a brand’s customer service efforts and can play a valuable role in determining if its customer’s needs are being fulfilled, which also helps to improve the customer experience.
Focusing on social listening allows brands to know what their customers are talking about on Facebook, Twitter, Instagram, and other social networks. They also know how they feel about the brand, help them to discover the pain points in the customer journey, and obtain actionable insights that will help them to improve the customer experience.
A knowledgeable team is the backbone of every business. And a shortcut to making the team well educated and informed is through training. Training is very important for the customer service reps to understand the products and services while communicating with customers.
Adequate knowledge ensures that agents can communicate effectively and enthusiastically, building trust and confidence in customer relationships. It also means they can answer questions on the spot and overcome common customer objections.
Fostering effective customer communication skills should be an integral part of the company’s values. Improving the ways on how to communicate helps to promote your brand to future customers, build strong client relationships, and address customer concerns.
Good communication skills are one of the most important traits for improving the bottom line of every business. Whether it is internal or external communication, you should be able to communicate flawlessly to make it effective.
Customers interact with businesses across multiple channels, which can be websites, social media, email, and more. However, while customers may accept service from different channels, they expect that the communication remains consistent.
The number of companies investing in the omnichannel experience has jumped from 20% to more than 80%.
Recent omnichannel retailing research provides evidence that consistent customer experience is the customer’s evaluative judgment of the consistency of the retailer’s product availability and pricing across any channels.
It can be challenging, but the best example here is IKEA. Visit an IKEA store around the world and you will get the same experience as it invests heavily into the customer experience. This year alone, they’ve opened more stores, invested in its home delivery network, and launched a brand new app – all to the benefit of their customer.
Their efforts to pay off have been huge! IKEA’s annual revenues have now reached more than $40 billion worldwide. And it is such results that are driving more companies to invest in omnichannel customer experience.
Acquiring new customers is crucial to the growth and success of your business. But entrepreneurs shouldn’t forget there is huge potential for revenue in their list of existing customers.
Intelligent follow-ups at the right times can have a very powerful impact on your prospective clients, and keep you at the top of their mind while choosing between different service providers.
Practicing a well-planned follow-up strategy is a great way to boost the customer experience as well as revenues by selling more to existing customers and by getting referrals to new customers.
Note: Following up doesn’t always have to be sales-oriented. In fact, in most of your initial meetings, the focus should be on resolving the client’s problems and fulfilling their needs instead of closing the deal.
Keeping your existing customers on board is really a tough task. An easy hack to this is to blend your marketing strategies with innovative customer loyalty programs. It will help in increasing customer engagement, boost satisfaction and drive conversions.
From airlines offering frequent-flier deals to telecommunications companies lowering their fees to get more volume, brands are spending millions of dollars developing and implementing rewards programs.
Businesses benefit from customer loyalty programs in many ways. The primary objective is to retain existing customers by encouraging them to buy more.
For example, Starbucks Rewards incentivizes loyalty by rewarding customers with free drinks and food (flagship items), not with t-shirts and hats (which would be a nice gesture, but not what customers come to Starbucks for).
Key tips & best practices for aligning loyalty program strategy with your business strategies
Customer expectations are rising and as they have become more empowered, the importance of the customer experience best practices and tips cannot be underlooked. CX is an important area that needs attention and continuous nurture as it eventually helps you to create brand advocates who share their successful experiences with positive word of mouth.
If you as a business are focusing on being responsive, convenient, cheaper, and offering a more personalized experience or a better-quality product than your competitors, your customers will share your products or services without having to be encouraged to do so. A greater focus on customer experience methodology and framework will give your company the benefit of customer loyalty, higher retention, and growth in revenue.
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