Providing The Best Customer Experience: More Than Just a Saying
You've probably heard phrases like "the best customer experience" or "going the extra mile" so often in customer-facing roles that they might seem like mere catchphrases. However, these are not just words – they are foundational for business growth and longevity.
In 2023, it is not just about the product or service you provide. Realistically, there are likely several businesses offering similar solutions. Especially for the younger generation, who might be wary of lofty promises and inundated marketing, what truly sets a company apart is a unique experience.
Why good customer experiences matter
The data speaks volumes. Exceptional service and memorable experiences are not just feel-good factors – they have tangible benefits. Drawing from personal experiences and industry data, the impact is clear. A recent study by PWC revealed that 86% of buyers are willing to pay a premium for an outstanding customer experience. Further emphasising the importance of personalised touchpoints, 49% of consumers admit to making impulse purchases following a more tailored experience.
What Constitutes a Stellar Customer Experience?
At its core, a superb customer experience is anchored in keeping promises, consistently fulfilling and surpassing customer expectations, and delivering a service that is easy, personalised, and empathetic.
Whether you are a boutique business offering tailored one-on-one services or a vast enterprise serving thousands, there's always an avenue to ensure a positive experience for your customers.
Understanding Your Customer's Perspective
Do you genuinely grasp your customers' needs? Can you pinpoint how your product or service resolves their challenges? If not, it's probable that you are grappling with more than just customer experience issues. Addressing this understanding should be your priority.
Taking the time to truly understand your customers equips you with the insight to view situations from their vantage point. This empathy allows you to adopt a customer-centric approach in everything you undertake.
The Power of Personalisation in Customer Experience
Currently, personalisation is making waves in the marketing sector. In fact, a study by Evergage reveals that 88% of marketers are honing in on personalisation primarily to enhance customer experience. And it's easy to understand why: personalisation is fundamentally about delivering exceptional customer experiences.
Yet, this extends beyond just marketing strategies. Dale Carnegie, author of the international bestseller "How to Win Friends and Influence People," believed that a person's name is the "sweetest and most important sound in any language" to them. By weaving a client's name into products and services, it amplifies the message that what you're offering is custom-made for them.
Embrace Authenticity in Your Actions
Always stand by your word. If things go awry, take responsibility. It might be tempting to point fingers at suppliers or delivery partners when customers express dissatisfaction, but deflecting blame doesn't enhance your brand's image in the long run.
Displaying vulnerability and authenticity may not erase an error, but it helps mend bridges. Customers can move past frustration and anger more easily when the responsible party acknowledges the mistake and actively addresses it. After all, we're all human. Whether it's a technological glitch or a simple human error, mistakes are a part of life.
We would also contend here, that the way you move through and resolve mistakes can actually generate an even greater customer response. This is known as the “Service Recovery Paradox”.
Exceed Expectations, Every Time
You've likely encountered the adage, "under-promise and over-deliver." While the phrase might initially raise eyebrows due to its suggestion to "under-promise," the underlying principle is invaluable: always commit to what you can genuinely achieve. Then, if you're able to surpass those promises and deliver even more, you'll inevitably elevate the customer experience.
Examples of this strategy abound, but one stands out in an industry with minimal face-to-face interaction: Adore Beauty. This online retailer includes a Tim Tam treat in every order. It's a modest gesture, cost-effective for the business, yet leaves a lasting impression on customers. It's so impactful, in fact, we're highlighting it right now.
One truth remains evident: today's market isn't merely about the product or service a business offers but the experience that accompanies it. Whether it's ensuring promises are kept, displaying authenticity when faced with setbacks, or taking that extra step to delight a customer, each interaction shapes a customer's perception and, ultimately, their loyalty.
In our rapidly evolving world, where alternatives are plentiful, and customers are ever more discerning, businesses must continually reassess and refine their customer experience strategies. By understanding our customers, personalising their journey, and always striving to exceed their expectations, we foster loyalty and turn our customers into our most influential advocates.
When it is all said and done, the way in which your business deals with its customers will determine the heights it can scale, and how effectively it can do this.
We can shape our business strategy around the customer, but it must be supported by how we meet and exceed their expectations.
Grow well!
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