• December 1, 2016

Join Their Journey: 4 Steps to Better Customer Experience

A consistently great customer experience is key to winning brand loyalty and security a competitive edge. 

While experience has long been considered the best teacher, enterprises now know it’s also the best reacher—at least when it comes to winning over customers. Eighty-six percent of consumers say they are willing to pay more for an upgraded experience, and companies can boost revenue by 5 to 10 percent in the process while also reducing costs by 15 to 20 percent over two to three years.

The problem, however, is working out how to actually create better customer experiences since they’re shaped by so many different factors. While knowing where to start can be a real challenge, following these four steps will help point you in the right direction:

  1. Understand your customers and the journey they’re on. Loyal customers aren’t created overnight, but rather after they take many steps down the path to purchase. It’s important to understand each of these steps and to look for ways to make them better for your customers.
  2. Map out all of the potential touchpoints. Next, consider all of the places and ways that your customers can interact with your company along their journey. That includes everything from your online presence and industry events to the manuals they might be reading before using your product.
  3. Make tweaks with your customers in mind. Once you’ve looked at the customer journey and all of the touchpoints you have with your customers, it’s time to start re-engineering them with those customers in mind. That means taking a critical look at every interaction with a view toward streamlining them, making them more efficient, and better meeting your customers’ needs.
  4. Focus on consistency. Last, but certainly not least, make sure all the interactions you have with and experiences you create for your customers are consistent. According to research from McKinsey & Company, consistency is the single most important factor when it comes to customer satisfaction. That means giving them consistent customer journeys, emotional experiences, and communications.

Customer experience can be a difficult nut to crack. To succeed at creating customer experiences that will differentiate your business, use an enterprise-wide initiative approached with discipline and rigor. While it’s often a long and complex process, following the four steps outlined above will give you a good foundation for making the change.

Like this story? Learn more about building the best customer experience.