Fake it ‘Til You Make it (Or Don’t) Part 4: Are We All Catfish?
By Gemma JoyceSep 20th
Published June 19th 2017
On a scale of 1 – 10, how can you rate your present customer experience?
Irrespective of your business offering or service, customers are the lifeline of your business and reports show that amazing customer experience can increase sales by 20 percent.
Enabling memorable CX should be paramount in every business goal. Satisfied and engaged customers determine a company’s revenue, profitability and brand perception to the general public. To back this up, a study by Oracle found that 74% of senior executives believe that customer experience impacts the willingness of a customer to be a loyal advocate. If you desire your customers to stay loyal to your brand, you have to invest in their experiences!
Customers patronage does not stop at current revenue, but they also determine future sales through their feedback, which helps you to enhance your products or services.
According to Verint, “New research from Ovum and Verint Systems surveying more than 18,000 consumers across 9 countries reveals that: 61% of consumers would tell their friends and family about their experiences, while 38% reported that they would write a positive review.
A survey by Econsultancy indicated that companies stated that the single most exciting opportunity for 2016 was customer experience, ahead of content marketing and mobile marketing.
No business can survive without its customers. Your business should focus on how to win new customers, and maybe even more vitally, how to retain and satisfy existing customers.
If you are not adequately nurturing your customers or you think you should be doing much more to create a more positive experience, this article outlines 5 easy but effective ways on how to win and nurture a more pleasant relationship with leads to turn them into loyal customers and guaranteed revenue generators.
The first step in your strategy toward nurturing your customers is to create a clear customer-experience-vision that should be communicated to every member of your organization.
The easiest way to do this is by creating a set of statements that acts as a guide to every member of your organization.
Zappos, for example, have a clearly stated Zappos Core Family values that are embedded into their culture. Their vision includes embracing change, being humble and delivering “wow” customer service.
When you have a clear vision in place, they should be entrenched into every area of training and development and they will compel the behavior of every member of your organization toward achieving business goals.
After creating a clear vision for nurturing your customers, the next step is to try and understand the different kinds of customers you deal with. Statistics from Helpscout show that 91% of unhappy customers will not be willing to do business with you again.
You can not effectively nurture your customers and influence their experience if you do not understand their needs.
You can use these five techniques to help you truly understand your customers, including applying intelligent customer engagement, creating more robust buyer personas, generating data from customer analytics, anticipating, predicting, and planning for the future and traversing your customer’s path.
If you want a deep level of understanding about your customers, you need to learn what elements and stage of your sales funnel are working for them and which still needs improvement
In today’s brand/customer relationship, the customer is king. Companies must focus on how to best manage each interaction, ensure their customers’ all around positive experience and stay true to their brand and values.
Creating a blog has become the most promising medium for brands to connect, share valuable experiences, and ideas with their customers. It’s been revealed to be very successful at generating quality leads for businesses.
Having a blog creates an engaged following and audience from which feedback can be solicited to enhance CX.
You can also generate new leads through targeted content, which can be directly synchronized into CRM for a more personalized journey down the sales funnel.
If you’re serious about nurturing your customers and gaining new leads, not to mention expanding your online presence, then you have to publish quality content on a regular basis.
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Replying promptly has shown to generate revenue. A customer was willing to pay almost $20 more in the future when an airline responded to a customer’s tweet in less than 6 minutes.
The direct relationship between customers and support teams holds a rich source of feedback through which customers can be better served. Support teams and representatives can be trained to probe for information while responding to complaints and inquiries.
According to a research by Kolsky “Only 1 out of 26 unhappy customers complain the rest churn. The lesson to be learned is that companies should not view the absence of feedback as a sign of satisfaction. The true enemy is indifference”. Also, “91% of unhappy customers who are non-complainers simply leave.”
Don’t make excuses when it comes to responding to customer’s feedback quickly. If your service is superb, but slow in your response, the customer experience remains negative. In contrast, if your service is great and your response time blends appropriately, the customer experience will be high and positive.
Hence, transforming support teams into insight gold mines will require a change in focus from “just reacting or responding to an interactive relationship” and this happens through training for CSR (customer support representatives), change in company culture and values.
Gratitude and kindness for a customer-centric business are an indisputable technique to further captivate customers for the long term. Personalizing a ‘thank you’ (after dealing with negative feedback or complaints) sent out from your organization to the customer, boosts customer satisfaction – ultimately resulting in great CX.
According to a report from Super Office, “when customers are not satisfied, 13% of them will tell to 15 or even more people that they are unhappy. On the other hand, 72% of customers will share a positive experience with 6 or more people.”
Being appreciative of your customers’ patronage, following up after resolving complaints influences customer perception resulting in better feedback, more referrals, and recommendations to peers.
So, never ever forget to say thank you.