A customer is someone who uses the advice or services of a professional or organization.
Customers are important as they are the ones who keep the business going. These are the people that you are targeting with your service, and they make up the demand that your company needs. That’s why you need to keep them happy.
If you are not providing them with what they need, they will simply go to another business that is willing to give them what they are looking for.
What is a Customer experience strategy?
Customer experience strategy refers to the activities that an organization puts in place in order to deliver a positive and meaningful experience across those interactions.
The approach you take to customer experience (ultimate guide here) should be holistic and start from the moment a potential customer engages with your business.
Having an effective strategy is an essential part of the business because it is the thing that may differentiate you from your competitors and encourage customers to choose you. Furthermore, if your customers are satisfied, they are going to keep coming back to you.
Personalized customer experience strategy vs traditional customer experience strategy
There are two main approaches when it comes to customer experience strategy; a standard approach and a personalized approach.
The aim of personalizing your strategy is to make the customer feel important and connected to the business. Whilst a more traditional strategy is not technically wrong, it reaches out to clients as a general group without considering individual needs.
One of the main benefits of a personalized approach is that it makes your customer feel valued, meaning they are more likely to continue using your services rather than looking elsewhere.
Read more: How to improve your customer satisfaction
A traditional customer experience strategy can still be successful, however, clients are now incredibly savvy and will pick up on the fact that you are not treating them as an individual.
Traditional approaches won’t harm your business, and a traditional strategy is better than no customer strategy at all, but it lacks the connection of a personalized strategy.
Tips to personalize your customer experience strategy
Switching to a personalized customer experience strategy can sound daunting, but it is actually much easier than you think. There are many creative options to consider when forming your strategy, but keeping it simple is a great place to start.
Show your human side
The internet is one of the most important ways in which a business operates, especially due to the Covid-19 pandemic. Using the internet makes life easier for businesses and for customers, however, it does have one drawback: it can take away the feeling of human connection.
When focusing on a customer experience strategy, understanding that your clients want to be treated as individuals, and knowing that they want to deal with an individual is incredibly important.
Interestingly, data shows that 53% of customers will switch to a competing brand if they feel unappreciated. Essentially, your customers want to know that they are important and valued by your organization.
Simple things such as using a customer’s name when talking to them, and sharing yours so they know they are talking to a real person and not a robot, can go a long way. This also indicates that you care about their personal wants and needs and you aren’t just going through the motions to get the job done.
Utilize business analytics
Understanding how your clients interact with your business is essential. Knowing their patterns, buying habits, how they interact with your business, what they like and what they don’t like is invaluable information.
Although asking for customer feedback is incredibly helpful, using business analytics gives you the most honest feedback possible. It also means that you don’t need to rely on people filling out and returning survey forms to get the information you are looking for. Instead, you can use data you have already collected.
Learn more: How to ask for customer feedback
Data you should be looking at includes:
- How customers engage with your social media
- What method they use to contact you
- How often they visit your website
- How long they spend on your website
Ask for feedback and show you are listening
One way of showing your customers that they are important to your business is by caring about their opinions.
Sending your customers surveys can be incredibly beneficial for your customer experience strategy; it is an opportunity for clients to share how they feel and offer constructive criticism.
This can also be paired with other personalized approaches, for example, when you send a survey, try to use their name rather than addressing it to “valued customer”.
The feedback you receive can be used to further develop your strategy in order to make the experience as good for your clients as possible.
By implementing changes that many customers suggest, also shows your clients that you are listening to them and taking on board their feedback.
Although creating a survey sounds tricky, there are lots of options available to make it quicker and easier. Using data collection software is a great option and will take a lot of the stress out of the process.
Create customer profiles
An effective customer experience strategy focuses on what will make life easier and the interaction more positive for your client. So whenever you are considering your approach, always keep in mind what your clients might appreciate.
There is nothing more frustrating than dealing with the same company but still needing to give all your information every time you interact with them. It takes away one of the main benefits of using the same business regularly.
Customer profiles are a great way of making life easier for your clients, whilst also making them feel remembered and valued.
In order to do this, you should create a profile with all the relevant information of each client, it has the added bonus of making it easier for employees to understand the needs of the client quicker. It eliminates the frustration of going over the same information each time.
Instead, you will have the ability to open up a file and have everything you need to assist right in front of you.
By doing this you are also personalizing the service you are offering, making them feel as if they are a valued individual, rather than just one of the many.
Customer experience strategy is something that your business needs, but the standard approach is not going to be enough. Taking this a step further and personalizing experiences makes your customers feel listened to and valued.
This should encourage them to keep coming back to your business rather than being swayed by the competition.
Rebecca DiCioccio is the marketing manager at Paperform. Outside of work, Rebecca can be found exploring the outdoors, or with a book in hand. Rebecca’s background in copywriting and a keen interest in SEO and digital marketing mean she understands the importance of staying up to date with the latest trends in a dynamic and ever-changing industry.
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