From the first moment they hear of you, potential customers are forming an opinion of your brand. Let’s make sure it’s the right one. Here are my top ten tips for creating great CX.
2 Find out where they first become aware of your brand
Face to face (networking, event, conference)?
Ask them, survey monkey is a great tool for this. If you’re not surveying your customers on a regular basis, start now. Not sure how? Get in touch at firstname.lastname@example.org.
3 How many ways can they contact you?
4 What do all of these processes look like?
It’s the boring bit, but the devil really is in the detail. It’s only by mapping this that you will really find out what experience you are providing. Start writing down what happens and when. If you need more information on how to do this effectively, it's going to covered in more detail in the next blog.
5 How do these processes make them feel?
Is your CX aligned with your brand? Use your brand story to decide whether the processes are right, and they leave the customer feeling the way you want them to. For more information on brand, read the Christmas blog here.
6 Do they all work successfully?
Once you’ve mapped all the journeys for each channel, make sure you note any issues and any successful outcomes. Use this to improve the experience on all channels.
7 What happens if they don’t?
Have you ever thought about what happens if there’s a communication breakdown in any of these channels? Do you have a way of reclaiming the potential customer? If not, how can you create one?
8 How do you retain customers?
Or rather how do you turn a potential customer into a paying customer? What’s the ideal progression and then how do you make sure you retain them? Do you reward them, do you say thank you, do you engage with them on social media?
Your most unhappy customers are your greatest source of learning. - Bill Gates
If you need inspiration throughout this process, remember, you can ask your customers, especially those that have been unhappy. If they are happy to speak to you, find out the detail of their negative experience and redesign your current processes so that it doesn’t happen again. This could be as simple as diverting phones to a different team, for example.
Do you have ways to track these things? What’s available differs wildly, depending on your budget but you can start with a survey or spreadsheet, so there’s no excuses!
We talked about Net Promoter Score (NPS) and customer satisfaction (CSAT) in the last blog but here’s another one to think about: Customer Effort Score (you’ve guessed it, CES!). Here’s an example how what you could be asking in order to cover all three:
Consumers expect to be in control. Automate as much as possible, so that by the time you're actually speaking to a customer they’re a long way down the line of making their purchasing decision. Look at how booking a holiday has changed over the years, for example. We make all the decisions without leaving our chair – location, price, time of year, flight, luggage etc, etc. There was a time when we expected to be told this information rather than have the choice.