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“Customer experience is the next competitive battleground. It’s where business is going be won or lost”
– Tom Knighton
Traditional marketing has evolved into digital marketing. Similarly, customer-generated media has replaced mass media. Nowadays, users trust customers’ experiences on social media platforms more than traditional marketing or advertised/paid messages. So, brands must take Customer Experience seriously.
How to Improve Customer Experience
Here are a few sure-shot ways of drastically improving the quality of your company’s customer experience.
Active social listening has changed the whole game in the digital industry. But social listening differs from social monitoring.
“Monitoring sees trees; listening sees the forest.” – Dan Neely
Brands should not just monitor what customers are saying, they should analyze the whole data and take corrective measures accordingly. With effective social listening, brands can go beyond seeing social media engagement instances to take immediate action. With active listening, brands can analyze data and integrate the learnings into effective and accurate social strategies.
Nowadays, customer’s queries/feedback is just a phone away. Empowered customers use their smartphones to search and inquire about the best purchase decision.
Customers expect brands to reply to their queries in real-time, whenever they need it. By responding in real-time, brands build a positive reputation with the customers, enhancing the customer experience. A positive customer experience is important as customers can choose between competing companies with varying levels of service.
Engage With Customers
“The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.”
— John Russell
Digital media is the perfect place to note what customers want. Brands should engage with customers, take their feedback and make them feel part of the brand. This can be achieved with the help of smart listening platforms which help you focus on social platforms your customers frequent the most.
Customer experience will be automatically positive when brands engage in productive conversations. This makes customers feel like they are being heard.
Provide Personalized Experience
“Don’t deliver a product. Deliver an experience.” – Chelsea Krost, America’s Leading Millennial Influencer & Marketing Strategist
Experts agree that personalization is key to a good customer experience. Customers feel connected with brands that provide them a personalized experience. Brands providing personalized solutions and responses on social media are appreciated and trusted by customers more. It helps build strong customer relationships.
Act on Customer Feedback
“Don’t waste customers’ time asking them questions unless you are prepared to act on what they say”
– Bruce Temkin
Brands know the importance of customer feedback but don’t always make the required changes customers are looking for. It’s right that we shouldn’t waste customers’ time by taking their feedback if we’re not planning to act on it. Brands should take their customer feedback seriously to increase the number of satisfied and loyal customers. This will make customers feel a part of the brand.
Customer experience is no longer seen as a strategy or a fad, and it’s here to stay. A brand’s emphasis on customer experience will succeed in the longer run. So, we can clearly say, a brand is defined by the customer experience it provides.