Tag Archives: customer experience

Closing the Customer Experience Gap

10 Oct
Customer experience includes all interfaces that firms have with people. A great experience leads to  satisfaction and repeat business. Accordingly, closing the customer experience gap is vital.  
In this post, we add to our prior coverage:

 

Closing the Customer Experience Gap

In sum, the American Marketing Association observes:

“The gap between what customers expect and brands deliver is big. Some brands get part of customer service right. But few connect across the whole journey for seamless conversation. To enhance relations, brands must deliver value. How can firms offer consistent quality service?”

“Brand reputation and success mean treating shoppers well. And offering them all they need, as they need it. To that end, they will use data to enhance the experience. They will grasp customer needs and wants. They will be connected at each stage of the purchase process. Firms cannot market ‘at’ people.”

Despite this, some firms are weak. Jana Barrett writes for Business 2 Community:

“Firms are bad judges of customer experiences. Bain & Company surveyed 362 companies. Eighty percent said they delivered ‘superior customer experience.’ According to customers, 8% did. In the age of hyperconnectivity,  firms should be more in tune. But in reality, a wide gap exists.”
 
Barrett offers tips. “(1) A great experience is seamless. It works across channels and devices. (2) A great experience is proactive. It anticipates customer needs. (3) A great experience is receptive. the firm seeks feedback. (4) A great experience is human. It’s built on relations. (5) A great experience is dynamic. It adapts to shifting preferences.”

The video is a good summary from Business 2 Business.

 

Improving the Customer Shopping Journey

McKinsey has a “CEO Guide to Customer Experience.” It includes the customer shopping journey.

“What do my customers want? Savvy executives ask this. And leading firms know they are in the customer-experience business. And they know how they deliver is as vital as what they deliver. This guide taps the expertise of McKinsey and others. It explores customer interactions. In addition, it looks at steps to improve customer-centricity. See the infographic.”

 

Closing the Customer Experience Gap. This CEO guide explores the basics of customer interaction. It covers steps to be more customer-centric. See the infographic.

 

Better Customer Experience: Factor Consideration

29 Sep

At our other blog, Berman Evans Retail, we focus on retailing. In 2017, we have several posts on better customer experience. The topic is that important! So is factor consideration. The best companies win prestigious awards.

For instance, these are some Berman Evans customer experience posts from 2017:

 

Better Customer Experience

For today, we discuss creating better customer experience. What can we do to make customers happier and apt to be loyal?

With that in mind, consider these insights from Kali Hawlk for Shopify. Notably, the insights apply to all types of marketing firms:

“All in all, products in your store speak for themselves. Accordingly, for some retailers, that’s all the experience customers need. Instead, people want delight by interacting with great items on your shelves. In fact, many retailers slip and get stuck.”

“Doug Stephens has a blog post at Retail Prophet. In that post, he says ‘most retailers assume customer experience is aesthetic.  They feel it deals with how stores and Web sites look and feel’ and not anything else. Settling for this definition will limit your brand. Indeed, it may cause you to miss chances to craft something great for customers. In fact, any firm can have memorable customer experiences.”

 

Factor Consideration

In brief, these are Stephens’ factors to consider for great customer experience:

  1. Engaging Find ways to engage with customers. Again, this means at the store and other spots (like the Web). When you are not sure what engages shoppers, build a customer persona. This helps better understand preferences and pain points to address.”
  2. Unique —  Think different than others. Provide something that no other brand gives to shoppers. This includes your signs and logo. It even means colors you use or music you play. A unique branded experience makes a lasting impression.”
  3. Personalized — You can customize loyalty programs.  Or, create curated collections and special  shops. This lets you tailor to customer needs and wants in a personal way.”
  4. Surprising — Brush up on your consumer behavior psychology. At that point, engineer experiences that beat expectations.”
  5. Repeatable — A customer experience can fail if it’s a one-time event. Instead, create processes that give each customer the experience you design. And do so every time they interact with your brand.”

 

Click the image to learn additional material.

Better customer experience. Factor consideration. Concentrate on 5 main experience considerations: Engaging. Unique. Personalized. Surprising. Repeatable.
 

Can Better Marketing Lower Costs?

21 Sep

A yes answer to this question is not necessarily a dream or an impossibility: Can better marketing lower costs? Some companies generate weak performance profits even with high marketing expenditures. We’ll mention no names! Nonetheless, it is possible to do better marketing with lower costs. 🙂 Click here, for example.

Especially relevant are recent observations byKushal Dev for Customer Guru: 

“In today’s competitive world, customer experience gives a strong competitive advantage. No matter the company size, customer experience must be at the heart of every organization. And the effort to improve the customer experience can pay rich dividends with new, more, and repeat customers. The firm then earns the respect and love of its customers and the benefit of their referrals. And if it continues providing excellent service, it will generate even more referrals and higher profits.”

“So, how do you design a low-cost customer experience strategy that works? Here are a few ideas to improve the customer experience of your business without increasing costs.”

 

Furthermore, if they effectively enhance the customer experience, companies become better marketers and keep costs in reason. As a rule, not every marketing cost is customer-experience oriented. Thus, waste occurs. Accordingly, here are some of Dev’s tips. As a result, by enacting them, firms can improve the customer experience AND maintain reasonable marketing costs. Then, they can answer yes to the question: Can better marketing lower costs?

 

Most of All: How Can Better Marketing Lower Costs?
  • Communicate goals to all employees — A customer-centric leader ensures that customer centricity is the DNA of the organization. And every employee in the organization, from the senior management to the intern, must align with this vision.”
  • Appreciate and value your customers at the onset — Because competition is intense, every firm must know that every time a customer chooses its product, he/she trusts the brand.”
  • Avoid going overboard with advertising — Your current customers don’t need to be reminded at every possible instance and through every available channel about new products. Also, a fine line exists between marketing and becoming a nuisance.”
  • Value and love your employees — Engaged employees bring in engaged customers. Hence, organizations must do all they can to ensure employees are satisfied.”
  • Train and empower employees— Finally, coach employees to ensure they understand the needs of the customer. Importantly, enable employees to make decisions. Thus, response speed to the customer gets better.”

 
Click the image to read more.

Some companies do generate weak performance profits even with high marketing expenditures. Nonetheless, it is possible to do better marketing with lower costs. Yes: Can better marketing lower costs?
 

Why the Customer Experience May Fail

7 Aug

For many consumers, the shopping experience is as important as — or more important than — prices in influencing their purchase behavior. And with today’s extensive amount of competition, consumer patience is at an all-time low.

Melissa Global Intelligence is a firm that provides in-depth data quality tools and services. It recently published “What Kills the Customer Experience?” by Nathan Safran:

“Melissa recently commissioned NAPCO Research to complete a wide-scale survey of 126 E-commerce managers. Participants were asked to speak specifically about their perceptions regarding 1) obstacles to customer conversion and loyalty and 2) the role of improved data accuracy in approaching these challenges. Our findings revealed that in the life cycle of the online purchase, two primary ‘pain points’ are evident: checkout and delivery. For customers, these intersections can yield a sense of dissatisfaction sufficient to cause shopping cart abandonment or even refusal to shop at the site in the future.”

 
Click here to access an interactive, scrolling version of the article.

Click each image below to access the individual pages of the article in a large format.

 

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