It might seem logical that a great customer experience should be one of the primary goals of a company. However, many businesses do not invest as much time into their customers as they should. So, let’s look closely at why it is so necessary.
Research has shown that the more a company invests in a customer experience, the more likely that is to be reflected in their sales reports. Companies who focus their attentions on customer experience can expect to see larger growth than their counterparts. Of course, this is due to the fact that happy customers mean returning customers. A customer has to feel that their needs are being met. Couple this with an overall sense of satisfaction and it means that a customer is likely to use that business again. This could mean an increase in revenue of potentially millions of dollars. Surely you cannot turn your nose up at that.
Many companies have noticed that there is a disparity between online and physical customer experience. However, by working towards a common customer experience, employees are unified. Now, it may not be necessary to have two seperate customer service teams working for online and physical stores. Both can be joined to formulate an action plan, towards providing the best possible one. This means that companies will have to think of the whole, rather than the seperate segments. Humanising the whole process will mean that customers receive the same level of care, across stores.
By focusing on customer experience, businesses can target specific problems that have arisen. This may be predicting and managing days of high-volume traffic, either in footfall or online. Businesses may find that cross-selling does not work well for them, so by focusing attention on the customer experience, they can find a way to solve that. This may also prompt a re-design of web pages or buying experiences. By looking at the business from a customer’s point of view, it is much easier to facilitate processes. Through this method of analysis, a business may decide to reward members or frequent customers with a loyalty programme. This also ensures customer satisfaction and increases the likelihood of return.
Investing in customer experience through technology may be where the future lies. Artificial intelligence may well be able to help businesses predict and solve problems. It can also drive customer-specific marketing. All of this combines to make the experience much more pleasurable and relevant for the customer. The key will be to find the right balance between face to face care and that of technology. Companies will need to find a balance, in order to implement a wide-ranging and extremely effective customer experience. Once this is reached, the levels of customer satisfaction will peak and result in a revenue increase and a loyal base of customers.
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