Customer experience drives purchase decisions. Metrics such as the Net Promoter Score quantifying customer loyalty contain invaluable insights into customer preferences, expectations and feedback against customer experience performance. The evolution of digitization and mobility has influenced customer behavior at a rapid pace and the following steps are critical for progressive business organizations to gut check on their customer experience offerings:
1. Know Your Customer
Customers spend a significant proportion of their purchase journeys on mobile devices. Social media interactions and Web browsing for product search, selection and purchase create a digital footprint rich in customer experience insights. Customer experience gut check should begin with analyzing this information to better understand customer experience against their requirements and preferences.
2. Win at Micromoments
Identify all customer touch points and interactions with your brand. Each moment presents invaluable opportunities for business organizations to engage customers. Successful engagement is inherently dependent upon the quality of experience offered to customers.
3. Focus on Experience – Not Just Customer Experience
Purchase decisions take place well before customers queue for checkout. In fact, customer decisions are influenced at every level of engagement – often before and beyond their interaction with the brand itself. Measure the experience of all users across all levels of engagement in establishing end-to-end loyalty strategies for the growing target market that may not be involved directly into purchasing your products directly. Use the Net Promotor Score to determine the performance of your customer experience and address the unique challenges that affect customer experience at every touch point.
4. Develop Digital-Centric Strategies for Humans
Customers are more tech-savvy than ever before. The convenience with mobile and Internet technologies has influenced customer behavior and their perception of quality purchase experience. Yet, business organizations lack the critical mobile-first or digital-first business and marketing strategies to appeal the modern customer. At the same time, brands must also offer a unified customer experience across all channels by establishing human-centric services, design and experience.
5. Envision Customer Expectations
Analyzing digital footprints allow brands to identify customer expectations. Understand which customer values drive brand loyalty and assess your organization’s performance against these values. Designing experience based on customer expectations is only one half of the story. Implementing the strategies requires organizations to align people, processes and products with organizational goals developed in context of customer-centric experience requirements.
6. Study Emotional Metrics
Focus on both the emotional and practical metrics. Emotional metrics including customer surveys, reviews, feedback, complaints, suggestions and Net Promoter Scores, among others contain insightful information on customer experience performance. Quantifying emotional values allows brand to establish accurate assessments of marketing strategies and address unique customer requirements. This information further complements practical metrics such as channel completion rates, usability, time to resolution and quality scores, among others.
To learn more about HOSTING’s journey to create an excellent service culture, and how we developed it, please watch HOSTING COO Joel Daly’s on-demand webinar, How You Can Create a WOW Service Culture!