Customer experience refers to the impression a customer receives after engaging with your company. Whether positive or negative, these experiences significantly impact how customers feel about your product and your brand. Here is an overview of customer experience and how you can use it to benefit your company.
Why Customer Experience Matters More Than Ever
Customer experience has always been incredibly important for companies. Customers who have positive experiences are more likely to become repeat customers in the future. They are also more likely to refer your company to their family and friends.
But now, customer experience matters more than ever before. The internet has shifted even more power to the consumer. Customers can reach a broader audience by sharing their positive and negative customer experiences via social media. They also rely on the customer experiences shared by others to make purchasing decisions.
Evaluating Customer Experiences
The most common way to evaluate the encounters customers have with your company is to have them fill out a survey, ranking their experience on a scale from 1 to 10. If a customer ranks theirs at a 9 or 10, they will likely be loyal to your brand and willing to share their positive feedback with others. Customers who provide a rating of 7 or 8 are satisfied, but likely need something more if you want to obtain their loyalty. Customers in the 1 to 6 range have had a negative customer experience. Comparing the number of positive, neutral and negative customer ratings can show you how your company is doing overall.
During your survey, be sure to ask about various aspects of the customer experience. This can help you pinpoint your company’s areas of weakness. For example, customers may like the product they received, but felt as though your employees were not friendly or helpful. Or perhaps the customer was wowed by the treatment they received, but felt that the process took too long. You can use this insight to improve any deficiencies in your customer experience.
Improving Customer Experiences
While improving your customer experience will vary depending on what industry your company is in, there are several factors that are pretty universal. In general, customers value product quality, overall value, convenience, uniqueness, and personalized service.
One idea you can use to help improve your customer service is to read reviews that customers have written about your competition. As you browse these reviews, you will start to notice themes that come up again and again – such as things that impressed the customers or common problems they experienced. You can then apply this knowledge to your own customer experience, with a focus on how to set your company apart from the rest.