It’s no longer customer service that sets brands apart. It’s the customer experience.
Improving sales and customer retention involves following the customer journey from beginning to end, looking for issues that cause friction for consumers. Taking the steps to improve the customer journey doesn’t just create a one-time boost in sales, but it can keep consumers coming back time and time again.
1. Understand the Customer Journey
Many companies prioritize the customer experience without fully understanding the customer journey — from the moment that a consumer first encounters their website all the way to the first transaction and beyond. The issue can become confused without a consensus about what the customer journey actually entails. Writing in Forbes, Nikki Baird emphasizes the importance of understanding the concept as a whole:
CEOs may have mandated customer centricity, but that does not mean that the entire organization is aligned around customer journeys. Marketing looks at “customer journeys” but what they really mean is customer acquisition. Digital looks at their own set of customer journeys, but what they mean are the paths that consumers take through the website – which, for most retailers leaves much more than half of transactions on the table (the ones that happen in stores).
2. Eliminate Pain Points
Once a customer journey has been mapped, the pain points customers encounter should become obvious. Working to eliminate these points and ease the transition should be prioritized to ensure a smooth experience. Once the process has been improved, a business can continue to work on it, constantly reassessing the journey to keep it up to date with the latest trends and research.
3. Make it Memorable
Finally, the customer’s journey doesn’t end at the point of conversion where they buy a product or service. This moment needs to be memorable, and it needs to be meaningful enough to bring them back for more. If it isn’t, it’s easy to lose their future business. Like keeping in touch with an old friend, customers need to be looped back into the fold every so often, and they need to remember the good experience they had with a brand in the beginning.
What to Think About
When thinking about the customer experience and how to improve it, clarity and attention to detail matter. The experts at LMS have some suggestions to set the stage for success:
- Have a clear vision
- Understand your customers
- Create an emotional connection
- Measure through the CX through ROI
- Capture feedback in real-time
- Act upon regular feedback
- Use a quality framework for team development
If that sounds like a lot of work, it can be. But you don’t have to go it alone.
At LMS, our customer experience experts can provide tools and techniques for managing the process, providing the insight you need to give customers the exceptional experiences they want. Contact us today at [email protected], or give us a call at 800-257-5902.