Concern for customer experience means that you think through your brand presentation, from big picture to small details, to ensure that customers get what they are looking for as simply and directly as possible. What’s it like for a customer — or potential customer — to encounter your brand online, on the phone, in person?
Here are five questions to ask yourself about customer experience.
Who are your customers? You probably have more than one kind of customer, so make sure that there’s a pathway for each group to get what they need from you. It’s well established that young adults want access via social media and mobile devices, while seniors often prefer traditional mail. Even if you’re providing a service to seniors, though, their children or grandchildren may be the ones researching alternatives, so don’t neglect your digital presence.
Age isn’t the only grouping, of course. Even if your main base is recurring customers, for instance, your site should be equally welcoming to the casual or occasional consumer, perhaps by providing a social media log-in option. Similarly, product information should be available both in summary form, for the person in the early stages of product research, and in more technical detail, for someone getting ready to make a purchase decision — and it should be easy to toggle from one to the other.
What do you want your customers to do? And no, “spend money” isn’t a specific enough answer! If you want them to place an order, have a big bright button on every product page. If you want them to pay their bill, have the link clearly placed on your landing page.
Are you treating your customers as individuals whose time is valuable? Whether it’s a service rep on the phone or the salutation of an email, address the customer by name. Check navigation set-ups (phone menus, online links) to make sure it’s easy for the customer to find the information or service sought. If you need customers to provide account information to deal with an inquiry, let them know early in the log-in process so they can have it available.
Are you communicating clearly? It’s easy to slip into jargon, but not all your customers will use the lingo. If someone needs a glossary to wade through your website — well, they’re not going to do it, they’ll click away to a competitor who presents information in straightforward language. Make sure material is understandable to your customers, not just your coworkers.
Have you aligned your touch points? Customers don’t care what your organizational chart looks like — they want to conduct a transaction. Whether a customer is dealing with you online, via the phone, in person, or through the mail, make sure all members of your team are speaking the same language and operating off the same script.
Thinking through these five questions will help improve the customer experience of your brand. Smooth interactions are the key to customer satisfaction, which leads to brand loyalty.