How to Improve Your Customer Experience? 10 Methods

Customer experience is about much more than just being nice to your customers. In fact, most company owners are focused on improving every part of the customer journey – from the first ad they see to when they stop using the product.

The modern approach not only focuses on direct contact with consumers but also addresses aspects such as quality packaging, user-friendliness, and additional materials, like online flip books.

So, how can you improve customer experience? In this article, you will learn more about the concept of CX, how to create stronger connections between customers and companies, and how to use our tips across all stages of the customer journey.

What is customer experience?

Customer experience is simply all customer interactions with a company. Every emotion your business causes is a part of customer experience – and naturally, you want these emotions to be positive.

If customers have a good experience when dealing with your company, they’ll be more likely to stay loyal to your business. In fact, studies show that almost 75% of customers will stop using a brand after just one bad experience. Moreover, a great customer experience can make your company stand out from the competition, especially in case of franchises or chains.

It’s also worth noting that companies with a good customer experience tend to make more money because satisfied customers spend more – whether it’s due to good service, product quality, or effective communication with the company.

10 methods to improve customer experience

In today’s customer-centric business world, more and more companies are working hard to meet client expectations. Ideally, you want your users to associate your brand with positive experiences, not with stress or conflict! To achieve this, you need to focus on some fundamental ideas and adopt key strategies. Let’s explore 10 great methods to enhance customer satisfaction:

1. Happy workers mean happy customers

Above all, satisfied employees are important for customer satisfaction. And we don’t just mean the sales department, which is most often in direct contact with buyers, but also troubleshooters, promoters, and marketers.

For instance, someone buying a board game might follow your company blog and wait for updates or add-ons. As a result, your marketing department and product designers should also be motivated to constantly support customers and keep them excited about new ways to use the game.

To achieve this, your staff should be well-motivated and ready to assist customers as quick as possible. What’s more, think about what your employees need to provide CX improvements – and give it to them! For example, if your customer service representatives need more professional equipment, consider funding this as an investment.

2. Appreciate input from workers

When it comes to the user experience, it’s important to listen to your employees’ ideas. In particular, salespeople and others in direct contact with customers often know what unhappy customers want and need, and how to turn them into satisfied clients. People who work with products, like designers or programmers, can also give you advice on how to optimize them.

For example, if your sales team notices that business customers seldom pay attention to your packaging, you might want to redesign your boxes to improve the customer experience from the moment buyers lay eyes on them.

3. Rely on new technological solutions

Use new technological tools, such as artificial intelligence, to improve the customer experience. AI chatbots can help you engage with your fans and prospects all the time and better understand their needs. AI-powered call centers cut down wait times, analyze calls, and use customer info to help you meet their needs better.

While your customers might prefer talking with your staff, employees can’t be available 24/7. Although AI chatbots and call centers might not replace a good advisor, they can still inform your customers about basic capabilities of your products or services.

4. Adopt the multi-channel approach

A good customer experience involves using all channels of communication with users. Make sure your customers have a positive experience, no matter how they contact you – whether by phone, computer or in person.

For example, imagine that you want to buy a new car. The customer experience includes reading descriptions on the website, browsing through online catalogues like the one below, visiting the showroom to examine the car in person, and finally sealing the deal. And it doesn’t end with the purchase!

Publuu’s online catalog example

View more catalog examples

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Buying accessories and driving the car are still part of the customer experience. Your company should aim to help the customer at every stage of their journey.

5. Personalization and customization

Personalization is the foundation of good CX. In fact, most customers today expect companies to offer personalized marketing and products. For instance, when you shop on Amazon, recommended or complementary products based on your browsing history. Follow this idea: all your points of contact should be individualized, matching users’ preferences and desires.

One effective strategy is sending customized newsletters that align with customer expectations. Provide each prospective client with a unique experience based on what you know about them, which will make them more likely to make a purchase!

6. Start from your leaders

Customer experience starts at the top. As a result, your leaders should demonstrate how important customers are by setting an example for employees. For instance, a company’s CEO could work in customer service for a few days to personally understand the challenges faced by the team and customers.

As a leader, it’s easy to focus exclusively on general products and services, without even considering the customer experience. Your leaders should be aware of who they are making their products for – and what customers should feel when they use them!

7. Presentation and additional materials

Pay attention to the presentation of your marketing materials – they’re as much a part of a positive customer experience as the product itself! User manuals, product catalogs, and brochures should be easy to read and visually appealing. A great way to make these materials widely accessible is by offering them online as interactive PDFs or flipbooks.

Platforms like Publuu allow you accompany customer experience at any stage by providing interactive catalogs, handbooks, and manuals that customers can access on their smartphones. With features like QR codes or simple links, they can browse them whenever they want. You can enhance typical PDFs with unique interactive content, such as animations or visuals, further improving customer service.

8. Gather customer feedback

Simply ask customers to tell you what they think, in their own words. You can do this by conducting surveys or by rewarding consumers for their contributions with incentives such as discounts, free ebooks, or even funny memes.

Voice of the Customer programs will help you encourage readers to support your customer experience improvement efforts. These systems rely on customer feedback and typically involve four key steps: gathering information, analyzing it, implementing changes, and evaluating the outcomes.

9. Focus on customer service

Customer service is not the same as the entire experience, but it is definitely one of its most important elements. Start building your corporate culture by providing your employees with training, equipping them with excellent customer service skills, and giving them the necessary tools to succeed in their roles.

10. Rely on hard data

When planning your customer experience strategy, make sure to use specific figures and numbers, and rely on robust statistics. For example, if a large percentage of customers abandon their purchase at an online store, find out why. Maybe the purchase experience is too complicated? Use A/B testing to measure the effectiveness of different versions of the store during these test attempts to identify which options are the most user-friendly.

Why is customer experience important?

All companies need customers to survive and thrive. That’s why the key focus for marketing is to constantly attract new customers and keep the ones you already have – and that’s exactly what a well-designed customer experience aims to achieve.

Good customer experience directly translates into higher revenue. However, not all business leaders fully understand CX – it’s not the same as customer service! Many companies fail to provide a positive customer experience, and surveys show that 49% of business do not offer a good one.

Customers demand better, more memorable experiences, and not every company is capable of providing them. Buyers expect every interaction with your company to be the best they’ve ever had – not just good, but the best!

Customer experience vs. customer service

Typically, when a customer first encounters a company, it boils down to an interaction with an employee. This can take place in a brick-and-mortar store or over the phone. That’s when “customer service” begins.

However, it’s crucial to understand that customer service is just one piece of the larger customer experience puzzle.

Imagine you are planning your dream vacation. You might have a nice conversation with a travel agent who patiently advises you on your trip, ultimately selling you a package tour and a hotel room.

But a great customer experience is much more. For example, you might want to buy a train ticket, get a pass for public transportation, or book exclusive access to a hotel. All of these touchpoints, from marketing to post-purchase experiences and upgrades are parts of the customer experience.

This experience extends beyond contact with employees. It’s more than just talking to people and making a purchase – it also involves using a website interface or app, viewing guides and flipbooks, using apps, and sharing experiences on social media.

Customer service is still very important, but it is no longer the only part of the customer experience. Today, customer experience involves new ways to satisfy customers and concerns the entire company, not just the sales department.

FAQ about customer experience

What are the 5 steps of customer experience?

Customer experience accompanies every step of a customer’s journey, from learning about the product to long-term use:

1. Awareness: When customers first learn about your company or product.

2. Consideration: When customers research and compare options.

3. Purchase: The actual buying process.

4. Usage: How customers interact with and use your product or service.

5. Observation: Post-purchase support and ongoing engagement.
   
   

How to create great customer experience?

To create an exceptional customer experience, consider the following approaches:

• Take a multi-channel approach: Offer consistent, high-quality service across all channels (phone, online, in-person) and continually work to develop and improve them.

• Create clear, helpful marketing materials and product information to reach and engage as many customers as possible.

• Personalize interactions and offers based on customer data and preferences.

• Regularly collect and act on customer feedback to make continuous improvements.
  
  

How to deliver a better customer experience?

To improve customer service and the overall experience, you must start with a positive attitude. The more convinced you are that your product is worth purchasing, the easier it will be to encourage customers. Adopt a “Customer is King” mindset at all stages of the journey, and put the customer at the center of your business – above products or profits.

Conclusion

In conclusion, customer experience encompasses everything that makes customers feel good when interacting with your company. It’s much more than just friendly customer service – it’s the entire customer journey, from seeing an advertisement to using a product over the long term.

While customer service is important, it’s only one part of the broader customer experience (CX) picture. By focusing on optimizing the overall customer path and trying to make it as positive as possible, you can keep your customers satisfied. This reads to long-term loyalty, encouraging them to return again and again.

Remember, in today’s competitive business landscape, a superior customer experience can be your ace in the hole. By using the strategies discussed in this article and continuously seeking ways to enhance your CX, you’ll not only meet but exceed your customers’ expectations!


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