Your guide to understanding customer experience
It’s not only the client servicing or customer care’s responsibility to ensure your customers are happy. Customer experience includes every aspect of your business offering, from product, packaging and advertisements to delivery and after-sales services.
But, your customer care team gets to measure how happy or angry your customers are when they haven’t dealt with the original reason for the customer’s call.
Many companies fail to align all these functions to give their customers a WOW experience. They don’t realize the importance of customer satisfaction. Even after collecting the data from their customer care teams, companies fail to understand the gaps and use the information correctly.
What is the customer experience?
Customer experience is the customers’ responses to any direct or indirect interaction with your company.
Direct interactions happen at the time of purchase, delivery, and services. Indirect interactions usually involve your advertisements, news reports, reviews, seminars etc.
A good customer experience doesn’t mean baggage full of features to them. Sometimes your customers are happy with simple products and processes.
There are businesses like Bloombergsen who simply value investors. They construct portfolios with a relatively limited number of companies to focus their research and provide each of their clients a high-value proposition.
Good customer experience happens when you place the core of your company at every customer touchpoint.
How do you measure customer experience?
There can be many ways to understand and analyze the customer experience. The metrics differ in various industries. In general, repeat orders and loyal customers are considered happy customers. But, this need not necessarily be true. A customer may show loyalty to your product or service if there isn’t any alternative available to the customer. How to measure if your customer is happy with you or not?
Here are 3 important metrics to define your customer experience
Satisfaction: It’s the conventional way to record your customers’ responses to understand if they are satisfied with your brand or not. You can record their answers with the help of a survey questionnaire, an online poll, review ratings or mystery shopping score.
Loyalty: You know you are doing good if the same customer comes to you again. But, this cannot be the only way to judge your customers. They may return to you one time and never again, or they may come to you only when they don’t find any other alternative at that time. Therefore, you should collect data on your customers’ average tenure, purchase frequency, loyalty program participations, average order size and return rates.
Advocacy: How likely your customer is willing to recommend your brand to others can help you calculate your customers’ happiness score. You can record their sentiments at every touchpoint, on social media, and in trust ratings.
Growing your business has more to do with keeping your current customers happy than acquiring new customers. Therefore, measuring customer satisfaction at each touch point is crucial to fill the gaps and keep your customers coming back to you.