Consumers are a demanding bunch these days and it’s vital that you do all you can to keep them happy because it’s such a competitive world out there, no matter what sector you’re in. But there is something you can do and by focusing on the overall customer experience and making it memorable for all the right reasons, you can retain a loyal following and keep a leg up on the competition. Here are a few key strategies to help you out in this regard this year.
Don’t always worry about money and how you can make that sale. Dropping your prices might seem like a good idea, but if the customer experience is difficult or unimpressive then you’ll see your customers go elsewhere, no matter what your price point is. By focusing on unrivalled personal experiences that can’t be found elsewhere, you’ll soon see the value in it. To do this we need to understand what personal means for customers at different touchpoints in the experience.
Sharpen your online presence
These days, it’s vital that you have a top-quality user-friendly website, an essential part of your customer experience and brand communication strategy. Customers are now well used to heading online to research a company and the first place they’ll go to is your website, so it needs to look fresh and modern, be easy to use and – perhaps most importantly – be mobile friendly. A website that’s difficult to use will put people off and make you look amateurish – or even untrustworthy in today’s technology-driven market. A social media presence is key too. Especially – although not exclusively – for B2C organisations. Technology and the user experience evolves quickly and regular checks on the online experience pain points is advisable. Learn from other best practice companies.
Focus on service recovery
Often, it’s not how you handle easy customer transactions that will make you stand out but how you react when something unexpected crops up – which it always will. Outstanding service recovery procedures will see people come back to you, even if something has gone wrong. We often hear about how hotels upgrade people’s rooms and offer them other goods and services for free when a mistake happens – and this sort of reaction should be a standard response, enacted quickly, to ensure that your customers stay happy and carry on liking you as a company.
Create a good first impression
It’s an old adage but it still rings true these days – creating a good first impression will help to create a lasting one, so make sure your customers have positive experiences with you from day one. Welcoming customers into the relationship with you is a moment that significantly impacts their expectations of you and perceptions about you as a brand. Making it easy, caring and educational are the three ingredients that guarantee a good start of the relationship. This helps especially when the time comes for customers to forgive mishaps that inevitably happen with any business.
As author Maya Angelou once observed: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”