28th January 2020•Growth Marketing

Customer Experience is more than just a buzzword.

Yes, it sounds very much like all of the buzzwords that have gone before it and it’s nothing short of jargon, but hear me out.

Think about the service or product you provide. I’m sure you have expectations on what you’ll deliver; how your product works, your customer service protocols and the unboxing process. These are all important parts of your customers’ collective journey, but do they work together with how your customer expects them to?

More and more companies are building mobile-friendly sites and apps, hoping to get ahead of the curve of digital innovation. Or perhaps you’re really keen to be the first company in your field to create something different. We’re constantly trying the new thing, hoping to break new ground or establish ourselves as a thought leader. 

However, have you considered the experience your customers will have with your product or service?

Most businesses care about the products, how they work and function, but have no interest in customer experience.

Over half of all companies are letting down their customers when it comes to delivery. 54% of customers claim they don’t believe that companies have their best experiences in mind (State of the Connected Customer).

Why does this matter? Your reputation depends on it. 62% of customers say they will tell others about bad experiences but 72% will share positive experiences.

Plus, this isn’t just B2C experiences – 82% of businesses say they want the same buyer experience they receive when they’re buying for themselves. A seamless experience should be available with businesses too, not just saved for consumers.

An even higher percent (84%) of customers say that being treated like a person is very important to winning their business. 66% says it takes more and more for a company to impress than ever before.

Fun fact, 67% said they’d pay more for a better experience. Keep that one in mind. Big spenders.

So what can (or will) you do about it?

There’s some simple things. 

1. Be clear.

We love the idea of using plain speech when communicating and for various reasons:

• It’s really easy to understand. You know what we’re saying and what we mean when we’re saying it.
  
• You feel like you’re speaking to another human. No-one really uses long words when they’re having a conversation, unless you’re in a job interview.
  

2. Be open and honest.

Customers expect a journey. They want to know where you’re at right now, but they also want to know where you’re going.

• Why not create a public roadmap? It lets your customer know your company’s direction and holds you accountable to achieve your own vision.

• If things don’t go to plan, own it. Customers will appreciate it if you’re open about things, so accept when things might not go to plan and explain how you’re going to learn from it.

3. Be considerate.

This one is a nice one, because it can apply to everything you do.

• Have you written a lovely article/blog on a topic and want to share it on social? Make sure you are keeping things consistent across your channels. Same tone-of-voice, same visuals, same feeling.
  
• Are you wanting to make a new product or take your company in a new direction? Take a comprehensive audit of your products or services. Remember that a relay team is only as fast as the slowest runner, so don’t have any weak links.
  

Building Customer Experience

If you want to build a better customer experience, it starts with taking the role of the customer. Why not make notes on your own interactions as a customer in your day-to-day?

It could be the process of filling up your car. Maybe the pumps take too long or aren’t sensitive enough (to hit that sweet round number). Maybe the queuing system in the store is awkward.

Or think about ordering a pizza. You want double pepperoni, but your local pizzeria charges extra for double pepperoni.

Think about this when you’re offering your products or services.

If everyone always orders custom double pepperoni, perhaps the restaurant should add double pepperoni onto the menu. Or make double the new regular pepperoni.

Who’s going to complain about double pepperoni?

Make changes to your product offering in line with what your customers will want/expect, before your competitors do.

If you would like to discuss your customer experience, why not get in touch?