Your customer today is intelligent, networked and more importantly for you, fiercely fickle. Thus, delivering an exceptional customer experience is not only important but critical for your brand existence.
For this you need to know what goes into making an experience that your customers will brag about to their friends or loved ones.
Here are the top seven ingredients for a great customer experience.
Ingredient #1 Create a great first impression
A customer forms his opinion in the first 10 seconds of interaction. Thus, you need to ensure that every customer facing personnel is capable of creating a great first impression. Give the customer a comfort sense of the relationship you wish to create going forward.
Ingredient #2 Appreciate the customer
You exist because of the customers, not the other way around. Customers today have hundreds of options for their every need. Hence, thank and appreciate the customers for their business and it should reflect in your every interaction.
Ingredient #3 Personalize your communications
You have heard it a thousand times, but there’s no harm in reiterating an important fact ‘customer love personal touch’. It shows that you value them as individuals and not just as mass fodder for your business. You should not limit customization to just call to action pitches, include them in every letter, email, call scripts, exclusive offers etc. But, never take it too far as Time Warner Cable service did...
Ingredient #4 Capitalize on first opportunity engagements
Many a times, you will hear words like “This was my first visit to your site”, “I just happened to drop by your store”, etc. These statements signal a golden opportunity for you to develop long term and solid relationship with new customers. They should leave your premises with “The brand was really happy to see me” thoughts.
Ingredient #5 Increase First Contact Resolution
It is one of the most recognizable and powerful customer experience quantifiable metric out there. FCR (First Contact Resolution) rates single-handedly enables increased customer satisfaction, quality adherence and reduced servicing costs. Most of the customers crib about waiting long for resolution, which often requires three to four contacts. Try your utmost to reduce waiting time and if it’s not possible, implement a process that provides one and final solution at the first contact.
Ingredient #6 Company policy with customer empathy
Imagine this scenario: You, with the noble intention of improving customer security, implement a identification and verification process. It’s sophisticated and top of the line, but, so unfriendly that deployment brings truckloads of customer complaints. The result? Customer dissatisfaction, increased call handling time and decreased rates of FCR (First Contact Resolution).
Your policies may ultimately be for customer benefit, but unless it is communicated and implemented in a way that treats customers with respect, it will backfire badly.
Ingredient #7 Knowledge Management with speech analytics
CRM solutions empowers you with centralized knowledge management coupled with speech analytics. It has myriad benefits like easy access for training collaterals for executives, which improves employee confidence and customer satisfaction. Remember that a happy executive is a happy customer. Speech analytics gives you greater insights with the help of keywords that can help you in gauging customer moods for better servicing and cross selling.
Though some of the ingredients may be complex in nature, most just require streamlining and implementing best practices. Use the above seven ingredients to dish out the best customer experience.