Customer experience (CX) impacts whether a sale lives or dies. It’s also the basis for brand loyalty and referrals. Here are our top tips for tuning up your CX:
1. Get your whole team on board. When you’re trying to improve CX, to keep existing customers and attract new ones, your team needs to be singing the same song. Share your vision and purpose with a clear, simple statement of intent. For example: 'Treat customers the way you’d like to be treated' or 'Every customer deserves a great experience'.
2. Let customer journeys lead the redesign of your business. Reconfiguring your business to support the customer journey can’t help but increase sales and ongoing customer satisfaction. It’s a no-brainer. For example, if you know that potential customers are more likely to buy your product or service after talking to someone and asking questions, ensure that you’ve got a dedicated team to answer the phone promptly.
3. Use behavioural psychology to optimise sales interactions. There are various human behaviours your people can leverage when interacting with customers:
- Reciprocity, where you do something for them (like giving them free branded product, or a voucher for their next purchase), so they’ll be more inclined to do something for you.
- Social proof, where you let them know that other people are adopting your offer. They’ll think ‘Me too!’.
- Scarcity, where it’s clear your offer is limited in some way. Let FOMO (fear of missing out) drive the sale.
4. Test your communications. When you’re doing a mail-out by email or post, split the database and try different communications. One will come out ahead. Keep doing this so that communications get progressively smarter and more effective. This kind of testing is also a good way to experiment with different types of special offers, i.e. a discount versus a prize draw.
5. Use automated surveys to capture customer feedback. To continually measure the customer experience and fix problems quickly, you need to gather data. There are a number of excellent online tools that can help with that. SurveyMonkey, Client Heartbeat, SurveyGizmo and SurveyPlanet, just to mention a few.
6. Appoint a Customer Champion. It’s likely your customer experience will span several areas of responsibility within your business, which can make it challenging to streamline and improve the entire customer journey. By making one person a ‘customer champion’ across all business divisions, you’re on the path to success.
We’ve created an ebook of marketing templates, including how to map your customers’ journeys, so you can build a blueprint that sets your business up for prosperous marketing efforts. Download it now: 5 Templates to Drive Marketing Success.