Among marketers and brand managers, the term customer experience is thrown around a lot. But, what does it mean? And, where does it even begin?
Well, customer experience may include a lot of elements, but everything boils down to the perception that consumers have about your brand. And, it begins from the moment a consumer starts interacting with your brand. Everything you do as a brand plays a role in shaping up the consumer experience, and that includes the messaging you use, your products and services, your sales process, your after-sales services, your company’s website, your social media presence, your ORM strategy, and pretty much, everything in between.
And, that brings us, to our next point . . .
Why Is Customer Experience So Important?
Let’s say, that as a brand, you are all about being premium. But, if a customer receives a faulty product, and his grievances are not adequately addressed, then he starts to associate your brand with low-quality products and poor customer service. The consumer’s perception then becomes the new reality about your brand.
If you are reading this blog post on customer experience, and it is making you re-think your product packaging or your hiring process and every other minute detail about how you run your business and position your brand, then you are on the right track. You are finally getting the hang of it.
Customer perception is fragile. It changes with each interaction between your brand and the consumer. Enabling your customers to form the correct perception about your brand should be a top priority. And, of every single person in the organization will have a part to play in this.
4 Tips to Create Smooth Customer Experience in 2020
Here are a few basic things that you can do to deliver superior customer experience:
- Define Customer Expectation:To define customer experience, a brand must first set the standard for customer expectation. While selling products or coming up with brand messages, most marketers tend to over-commit. In 9 out of 10 these instances, the brand is not able to deliver on its promises. This is a sure-fire way to disrupt the customer experience. Instead, set clear and reasonable timelines, mention your USP without exaggerating it, set actionable brand promises and use consumer testimonials to let your customers know what to expect.
- Understand Your Customers: Customer data is a key ingredient in designing the customer experience. Taking a thorough look at customer data will help to understand customer touchpoints, and decipher behavior and buying patterns. Once you know what your customer wants, you can design the ultimate customer experience for them.
- Take the You-Centric Approach: When shaping up brand messages, break away from the traditional approach and take the you-centric road. The older, me-centric approach focuses on the company; it goes like this: Who we are, what we do, what’s best about us, and why buy from us. The you-centric approach is about what your customer needs, what problems they are facing, and how your products and services can add value to your customer. Basing marketing strategies on the you-centric approach is bound to create a better customer experience.
- Collect customer feedback: Doing this has several benefits. Firstly, the information that you collect through this feedbacks becomes a way of getting to know your customers better. Secondly, it makes your customers feel valued. And thirdly, customer feedback can serve as the base of your future marketing strategies. Also, aptly responding to feedback can help build positive relationships between your brand and your customer.
When it comes to digital marketing, there are several other techniques that you can leverage to create a novel buying experience for your customers. Are you new to the digital world? Let us help you there.
At IMZ Media Solutions, we have been helping our clients with digital marketing solutions for the last 10 years. Reach out to the digital marketing experts at IMZ Media Solutions, and rest assured; your brand is in good hands. Call us now @ +91 22 23682245 / 8998 or write to us at firstname.lastname@example.org.