Customer experience (CX) is called the most exciting business opportunity of 2019. So if you don't want to miss out on this year's best opportunity to differentiate your brand from others, it might be a good idea to start focusing more on customer experience than content marketing, mobile marketing or personalization.
“By 2019 more than 50% of organizations will redirect their investments to customer experience innovations” [Gartner]
In our previous blog post “2019 Will Be The Year of Customer Experience!” we defined CX as the total journey of a customer’s interactions with your brand. Based on a Walker study by 2020 customer experience will grow to overtake price and product as the core element of every brand. To create a better context for you to understand what this means for you and your brand, we have listed the other key brand differentiators below.
- Service or Product
- Visual Merchandising
- Location of the company
- Customer Experience
- Mass-Media Communication
- Store & Staff
The key brand differentiators are the thing companies are continually competing about. Every company has its specific nature, but you must consider and define these elements depending on the market and your goals. Some brands want to attract our attention with affordable prices, others will offer exceptional service, and some will offer well-designed products. But based on the Walker study mentioned above, now it’s time to start focusing on customer experience as your primary key brand differentiator.
“42% of businesses invest in CX to improve customer retention” [Genesys, Super Office]
How to provide a helpsome customer experience
Customer Experience is all about building positive relationships with customers, there are many ways to achieve the goal, but the most important thing for you to remember is to meet the customers' needs and help them accomplish their goals. If you want to take CX to the next level, you should also try to make the process as easy as possible. Here your focus should be on the User Experience and User Interface on the different channels your customers interact with you. And last but not least, you should make the CX enjoyable for your customers, so they feel comfortable interacting with your brand.
The expectations customers have towards companies are very high. They want their interactions with you to be effortless, smooth and satisfying. That’s why it’s crucial to take care of every interaction. An essential thing here is Customer Service. It’s the only department that meets customers when they are having a problem, so they’lll also have insights on where you can improve the CX journey. Moreover, it’s important for you to remember, that every call, message or email with an issue should be a beginning of a good, long-lasting relationship between a customer and your brand.
The fundamentals of a great customer experience
- Omnichannel strategy - integrate all channels
- Easy access to service - make it easy to find your services
- Effort – make the CX journey as effortless as possible
- Easy processes - good User Interface and User Experience
- Personalization - understand your customers preferences
The year of customer experience has begun, and it’s now more than ever important to understand your customers journey, so you can build a strong customer experience strategy based on your customers touchpoints. We hope this blog post has given you some helpsome tools and insights to take up this challenge.
To discover more about customer-oriented strategies take a look at our previous blog post “2019 Will Be The Year of Customer Experience!” where where you can read about how to measure your efforts in customer service and what the differences between customer service, customer care, and customer experience are.