So much has changed on what defines customer loyalty today. Unlike in the past, where price and product could keep a customer returning to your business, client retention is now more about customer experience.
Customers want a brand that listens, understands, and responds to their needs. They want a business that upholds their values and works toward improving customer experiences. They want excellence and will choose a company that invests in a compelling customer experience management strategy and marketing.
But what exactly is the customer experience?
Customer experience is the engagement between a business and customer from the point of brand discovery, purchase, feedback, and analysis. It involves customer satisfaction, brand visibility, and business development. Simply put, it is understanding customer needs and delivering excellent products and services to boost business revenue.
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Steps to create a customer experience management strategy
Here are the steps to follow to create an effective customer experience management strategy and marketing.
1. Create a Buyer Persona of Your Audiences
To create a buyer persona, understand who your customers are and their motivations. Carry out market research on the types of customers your brand interacts with and identify their specific needs. Connect with their opinions and gain in-depth insight into their experiences.
From the information, create buyer personas of your audiences and segment each result. Make sure that the personas represent real people that play a vital role in customer experience. For example, David, a 50-year-old, is looking forward to buying a Micro LED television because of its comparable brightness.
A buyer persona, like the one above, helps the customer service team create a tailored strategy that guarantees customer satisfaction and improves brand visibility.
2. Analyze the Company’s Mission and Objectives.
The first step to a successful customer experience management strategy is having a vision, mission, and objective for your brand. You need to understand the aim of your customer experience strategies to create long-term goals for your business.
If, for example, you are launching a new product in the market, identify the strength and weaknesses of each strategy you choose. Create statements that will drive your objectives and identify with the unique behavior of your customers. Have a clear customer-focused goal that will direct your every move throughout the campaign.
3. Know Your Customers’ Needs by Creating an Emotional Connection
Who are your customers, and how are you emotionally engaging with them? It is estimated that for every total daily sale you close, emotions drive 50 %. Emotions usually determine a customer’s ability to convert. Emotions drive the attitude and later the purchasing decisions from customers.
So, if you want customers to interact with your brand, you have to create an emotional connection. Work with a team that is emotionally connected to your brand, list the stages of customer experience, and personalize it.
Using an emotionally connected team, you create a stream of emotions that remind customers of how they feel when they interact with your brand. This results in more referrals from the clients, re-purchases, and positive feedback on multiple channels.
4. Create a Quick Feedback Analysis System
Customers feel appreciated when they reach out to a business, and their problems are solved in time. No one wants poor services. How you respond to feedback determines a customers’ future interactions with your brand.
To stay on top of the game, create a quick feedback analysis system that collects and analyzes texts in real-time. Seek the help of effective customer feedback tools, such as what’s offered by Tatvam, to collect, analyze, and interpret customer experiences.
Alternatively, you can use live chat support to make it convenient for customers to communicate with you in real-time. Allow an experienced support team that understands customer experience to manage the forum. Include every team member in creating a customer experience management strategy, so they are in line with your marketing plans and business goals.
5. Provide Effective Solutions and Customer Support
According to recent research by Esteban Kolsky, it is estimated that 55% of customers will pay more to guarantee a pleasant experience. Another research also shows that 1 in every 26 customers will tell you if they are unhappy with your brand. From these numbers, it is clear that most unsatisfied customers will just leave without telling you they are unhappy with your business.
To avoid poor customer experiences, companies need to develop comprehensive customer support systems and feedback tools. They need to educate every team member on how to interact, deliver, and exceed customer expectations.
When analyzing the results, companies need to measure metrics to know if their efforts are paying off. There is plenty of information out there. What companies need to learn is how feedback impacts the customers’ experience. Measuring metrics means not missing out on valuable information that can provide effective solutions and customer support.
Customers are a significant asset in a business. They are the reason companies invest time and money to give them an exceptional experience. Customer experience management plays a crucial role in higher customer retention and better business branding. Remember that a customer experience strategy is a continuous process. Because of this, understand, measure, and personalize each experience.
Tim works as the VP of Sales and Marketing at NetServ Applications and oversees the development and client relationships for NetServs’ proprietary product Tatvam. Tatvam is a Customer Feedback Analytics product that leverages technologies like Machine Learning and AI to help companies monitor and improve their customer experience. Tim both manages the product log and the development teams to ensure they are consistently innovating and delivering a true value-add product, as well as continuously works with Tatvam customers to help them improve their data strategies and customer experiences.