What is customer experience?
Customer experience is the sum of all interactions a customer has with your company. It is multi-channel: on the phone, in person, by email, by chat, etc. If this experience is pleasant, you are more likely to be able to count on your customer's loyalty and on the fact that he may become an excellent ambassador for your brand. On the contrary, when the experience is negative, it can drastically work against you since the customer is much more informed about their recourse as a consumer and can use social platforms to complain. Facebook, Google Review and Twitter can quickly become the battleground of bad customer service... A good customer experience, however, does not mean that everything always goes well. Indeed, an optimal experience is also the result of our ability to manage a difficult situation (product not conforming, service not up to par, complaint, etc).
Customer service: the key is in the details!
Here are some levers to consider in your reflection to improve the customer experience. However, be careful, these suggestions do not work for all companies in all sectors. These are ideas that must be adapted and improved according to your field of action. For example, by conducting a team ideation session, by surveying your customers to find out their expectations, etc.
1. Personalization
When we think of personalizing the customer experience, we can think of Netflix. Indeed, this global giant is the king of personalized service since your navigation on the platform of this huge library of movies and series is built according to your personal criteria and preferences. For example, when you finish watching an action movie, Netflix suggests other similar movies (same genre, same actors, same director...) on the platform or via the newsletter. Or, thanks to its predictive algorithm, Netflix detects that you prefer works that are less than two hours long. As a result, it offers you a playlist of "Movies under 90 minutes". Fascinating, isn't it? Another example is Technologia's newsletter: the training courses that are presented depend on the interests that you have associated with your profile. The experience is therefore more personalized and relevant to you.
2. Offer "real" free content before you buy
It is wise to offer your customers free, value-added content before they buy. Why should you do this? To reassure the customer on the quality of the product, the know-how of the teams, to reinforce your credibility and, thus, to encourage the decision to buy. For example, if you want to sell educational books online, it is usually appreciated if the customer can receive by email (for example) the first 10 pages of one of these books in order to validate if this product is really what he is looking for. Even if this process does not ultimately lead to the conclusion of a transaction, the customer will remember that he had a great shopping experience online ... which will encourage him to return to you when he is ready to conclude a transaction. Let's take the example of Randolph Pub Ludique, a restaurant-bar located in Montreal that promotes fun with friends through various games. You can play board games for an entire evening. If, at the end of the evening, you liked one game more than another, you can buy the game and leave with it! Original, isn't it?
3. A human and flexible customer service
It may sound trivial, but when the customer experience is with a "human" representing the company and not a machine or an email, it can make all the difference for the consumer. Your customer may be experiencing a particular situation that requires quick action to resolve their issue. For example, they have ordered the wrong size of shoes to wear to an important event. If an agent understands the problem verbally, he or she will be able to offer the expedited delivery service to accommodate the customer. This will earn your customer's appreciation and loyalty for years to come! Just as a bad experience is remembered fondly, a good experience is remembered fondly and contributes to making the customer a brand ambassador.
4. Establish a loyalty program
Your customers love to be treated with respect, courtesy and feel that they are important to your team members. Why not set up a loyalty program for your best customers? For example, they could discover the new collections of your clothing line before anyone else or experience a private virtual meeting with the public personality hired as a spokesperson for your brand? Think about Amazon and its "Amazon Prime" offer where, for a modest monthly fee, customers can get new movies before they are released, benefit from free shipping or substantial discounts on a host of products. You probably already have some ideas in mind, admit it!
5. Small unique moments for a successful experience
Did you know that on your birthday, the Starbucks brand offers you a free coffee? What's more, each employee will greet you with a huge smile and write your name by hand on your coffee cup. Why? To make you smile! These little "WOW" moments can sometimes make all the difference in creating a customer experience that will set you apart from the competition. The Fairmont Le Château Frontenac leaves you a small card signed by the general manager of the establishment to welcome its customers. For example, after a meal in a restaurant, you will appreciate if the chef makes a surprise visit, even if it is only for a short time, to make sure that everything was to your liking. A little "extra" that is worth it! Sometimes you don't have to think too hard: the best experiences are found in the little things!
Offering a discount in exchange for a Google Review? Don't fall for it!
Indeed, offering your customers a discount or an economic advantage in exchange for a positive review on Google is now illegal in Canada, since the last few years. Several fraudulent cases have occurred where large companies paid "fake customers" to leave positive ratings on their experience with the brand. Be careful, a customer could take this case to the Office de la protection du consommateur, in order to complain and enforce their rights. You can mention to your customers that a Google review is always a pleasure or offer it directly on the invoice at the end of a transaction, but avoid financial incentives. In short, don't pay for your customers' love. Be creative to make them want to come back, because you are offering them more than a simple commercial exchange.
Conclusion
This article could have been the subject of an entire book, because the possibilities for optimizing the customer experience are endless! Now, as we mentioned at the beginning, it is important to think about the levers that best fit your organization and that will contribute to the sustainability and growth of the business. Don't forget that everything starts with the trust that is established between your customers and your teams. It's the foundation of the customer experience!
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Contact us
To learn more about our new services or to talk to us about your skills development needs, contact Cyrielle Renard at 514-380-8237 or by email: crenard@technologia.ca.