Think of Customer Experience as a Marketing Investment
As products and services become commoditized, organizations need to begin differentiating themselves by becoming customer-centric and providing a consistently good customer experience. The bar is low; it’s pretty easy to stand out from your competition if you just make a commitment to do so.
Here are eight reasons for your organization to invest in customer experience:
- Price Isn't the Only Differentiator. People will pay more for excellent customer service and a great customer experience. In fact, American Express found consumers are willing to spend 17 percent more to do business with companies that deliver excellent customer service.
- It's Not That Hard to Improve Level of Customer Service you provide and improve the customer experience of your customers. It does take commitment, focus, determination, measurement and listening.
- Happy Customers Are Good Customers. They buy more, they buy more frequently and they tell their family, friends and colleagues about your products, service and their customer experience. And referrals and word of mouth are still the most cost-effective marketing you can get.
- CX Doesn't Require Leading-Edge Software. However, it does require good customer relationship management (CRM) software and a commitment by everyone in the firm to use it and listen intensely to what the customer is saying and how your organization makes them feel.
- It's Cheaper to Retain Current Customers Than Acquire New Customers — some studies suggest by a factor of seven.
- Any Company of Any Size Can Provide Consistently Excellent Customer Service and "wow" customer experiences. It's a customer-centric attitude that starts at the C-level and cascades down to everyone in the organization.
- Happy Customers Find New Customers for You. They provide referrals, testimonials, they share their positive thoughts and experiences with family, friends and colleagues, and they post on social media sites.
- Improving CX Pays for Itself. Think of providing good customer service as a marketing investment.
Most companies provide lousy customer service and a negative customer experience. CX is a great way to differentiate your firm from your competition. A customer who has an issue that is resolved is more likely to become a long-term customer and spend more with you over time, than the customer who doesn't complain. Providing great customer service and a "wow" customer experience can help create "raving fans" who will sing your praises to family, friends, colleagues, and even strangers via the Internet and social media.
A dissatisfied customer leaves and tells their friends, and possibly many others, about what a poor job you did. As such, you're much better off resolving the issue to the customer's satisfaction.
Use simple math to convince the CEO to bring marketing and customer service together.
Listen intensely to learn customers' needs and expectations.
Empower everyone in your organization to provide outstanding customer service to end-user customers and colleagues.
Attitude is everything. When every employee considers themselves part of the customer service team, your company is able to deliver a level of customer service that's a competitive differentiator for your firm.
Pay back customers for their business with excellent customer service. Your customers will become “raving fans” and will evangelize your brand.