4 Tips for CMOs Upping Their CX Game
CMOs upping their CX game can find four home runs here. Fielding hit-or-miss customer experience strategies on their own can take time. But I’d like to help marketers be error-free. So here are the top takeaways for anyone looking to up their CX game.
As VP of customer engagement at PiperWai Natural Deodorant, customer experience is my top priority. Every aspect of my job involves customer experience, from managing our customer service inbox to all of our social media channels, blog, brand voice and more. All of these things work individually and together to build a customer experience that brings people back to your brand or pushes them away. It’s my job to figure out which customer experience is working, and which is not. Here’s what I’ve learned:
Listen to Your Customers
The most important thing you can relay to your customers is that you are hearing them. Give them a platform to speak and carefully listen to what they have to say. They don’t know how many times a day you get similar inquiries, so speak to them like they are the first person to ever encounter this dilemma. Respond directly to their main concerns or questions up front and at their initial outreach, when possible. Use empathy to make them feel reassured and helped. Don’t take venting or frustration personally — we’ve all been in the same position. Be human, listen and show your customers you hear them.
Make It Easy for Your Customers
Think about what it’s like to be a consumer. What has turned you off as a customer? What has made you happy as a customer? When I stop to think about the best customer service experience I’ve ever had, my mind immediately goes to Zulily. I had recently purchased a pair of shoes that broke after one use. Zulily immediately refunded me, offered me a $20 store credit and allowed me to keep the shoes. I didn’t have to do anything. The company just … did it for me. The best customer service will try to eliminate as many steps as possible for the customer.
Tell Loyal Customers You Care
You know what’s really effective for customer retention? Being thankful for your loyal customers. It’s that one easy-to-do thing that is often overlooked. Every week, find one (or multiple) customers to reach out to, personally thank and offer some sort of perk. It can be as simple as a coupon code to use on your website or a swag item you send at no cost to them. The little effort will go a long way.
Show Customers You’re Human
When communicating with customer service, it’s easy for the customer to forget there is a person behind the screen. Show humor and positivity when things are going well with a customer and offer empathy when they bring a concern to you. Oftentimes, there is an opportunity to connect with a customer personally that can add value to the relationship. In our order confirmation emails, we tell our customers that our CS team enjoys receiving animal photos. This has prompted many customers to send in photos of their pets and start a conversation with our animal-loving team.
The bottom line is that customer communication is about relationship-building. When you put in the effort to build a quality, healthy relationship with your customer, they are more likely to be loyal to the brand and share their positive experiences with others.
Related story: Improve CX by Sucking Data Through Straw, Not Fire Hose