The most crucial step in becoming a successful business is developing a Customer Experience Strategy with a deep connection to your targeted market. To create an effective Customer Experience Strategy, you must analyze how customers find, engage with, and acquire what you have to offer.
While this can seem a bit overwhelming initially, you already laid the groundwork for a Customer Experience Strategy when you developed a brand, voice, website, and made your first few sales. The rest can be achieved through careful research and customer feedback loops.
Understand Your Elements
The Customer Experience encompasses every interaction your customers have with your business from the point they first see your branding to the moment they receive and, hopefully, review their purchase. Though you can’t control every aspect of this experience, there are several key elements you can design and monitor in your Customer Experience Strategy, mainly Touchpoints, Interactions, and Engagement.
Touchpoints are both the initial and repeated instances when your customers encounter your business across multiple platforms. You’ll want to craft these touchpoints to reflect a cohesive, branded message that triggers a positive attachment to your business.
Interactions refer to all communication that occurs between the customer and your employees both digitally and in the real world. It’s incredibly important to have excellent customer service staff handling your social media and customer support. You’ll want these interactions to be as intentional as your marketing efforts.
Engagement is all about the actions your customers take to support your business and purchase products. The level of engagement from your customers follows directly from their experience with existing touchpoints and interactions.
Know Your Customer Needs
Chances are you started a business because you recognized an underserved demographic, developed a product, and became passionate about fulfilling that need. If so, congratulations are in order because you’ve laid a foundation of brand identity and empathy with your demographic.
To harness this understanding for ultimate customer satisfaction, you’ll need to collect basic information about the customers you’ve already hooked. When you deeply understand your customers, you can create more targeted touchpoints and customer interactions.
Advertising and having a web presence is paramount in today’s competitive market. There could be 1 million other businesses that offer the same product, which is why it’s absolutely necessary to have a tailored voice and marketing strategy.
Once you’ve gathered data on your target customer, tailor your voice to appeal to their sentiments, values, and sense of humor. Having an endearing brand personality is the best way to get your customer’s attention, prompt them to share your content, and purchase your products.
When customers identify with your business, they literally buy-in and become loyal brand advocates through their own actions.
Automate to Deliver the Best Experience
After you’ve attracted customers to your product, you’ll need to evaluate the platforms your customers use to finalize sales and resolve issues. Your average customer appreciates the quick, focused transactions offered by automated tools on your website or app.
The good news for you is that automating your customer service with tailored solutions will save you time without compromising your overall brand, voice, or the customer journey itself.
Automation can take many forms from AI chat functions to data collection systems with detailed user profiles and brand interaction history. Automating portions of the Customer Experience eliminates human error while collecting useful data you can use to foster future customer engagement.
Understand Your Metrics
The data you collect during the customer journey is a major part of developing a solid Customer Experience Strategy. You can use metrics to evaluate everything from customer service to the likelihood that your customers will become brand advocates.
There are three major scores to track and act upon in your Customer Experience Strategy:
- Net Promoter Score (NPS) - measures the likelihood that your customers will become brand advocates by recommending you to friends and family
- Customer Satisfaction Score (CSAT) - measures how happy your customers are with your products and company engagements
- Customer Effort Score (CES) - measures the level of ease at which customers engaged with your products and services
You can use metrics to continuously adapt to both weaknesses and strengths in your business and help guarantee a good customer experience.
Use Technology & Tools
To make the process of developing and honing your Customer Experience Strategy more accurate, embrace the technology and tools that already exist. By utilizing customer management tools, you minimize the time it takes to collect data and provide support while maximizing the time you have to expand your business.
Technology will always multitask and identify data trends more efficiently than even your best team member. Customer-centric tools can help you send personalized messages to your customers based on their specific engagements with your business. These tools can also help predict the various steps in the customer journey and streamline the customer experience at every stage.
Developing a Customer Experience Strategy for better customer engagement and increased customer loyalty is a crucial facet of maintaining and growing your business. Understanding customer demographics, developing a brand personality, and embracing technology and automation are key steps. The Customer Experience Strategy is your master plan to achieve your immediate needs and innovate for future growth.