Let’s face it: there are a number of companies that don’t care one bit about customer experience. Right now, the market is flooded with exploding hover boards that can catch fire at any moment because knockoff companies that make them do not care about customer satisfaction and repeat business. They only care about the first sale. They know they will never see you again. But they will make enough money with the first-run product that it will be worth it for them. If you blow up in the process, buyer beware.
If your business depends on repeat business and great word of mouth, then customer satisfaction will mean quite a bit more to you. Customer satisfaction is a direct result of a positive customer experience. With the right moves, you don’t have to wait years for results. For more immediate benefits, try these tips:
Use Proper Analytics
Flying by the seat of your pants is not a strategy for long term, repeatable success. Your gut feeling is not data. Data is not the plural of anecdote. You get the idea. For proper analytics, you need proper data. At http://www.primary-intel.com/, you can get a good idea of what in-depth data analytics can do for your bottom line. According to Primary Intelligence:
Customer Experience Analysis teaches you how to retain and grow revenue by studying current customers. It shows you how customers are benefiting from your solution (or not) and if you’re meeting their expectations (or not).
Sometimes, all it takes is a minor course correction to net immediate results. But you will never know that if you don’t do the proper analysis.
Make Your Value Proposition Clear
One of the places customer experience goes awry is at the very beginning of the process where the customer is trying to figure out what the value proposition is supposed to be. If your messaging isn’t clear, they may come away with the wrong idea of what your product or service is supposed to do.
If the customer has the wrong idea about what the product is supposed to do, they are guaranteed to come away with a poor experience. If a person buys a fashionable smartwatch thinking that it is supposed to be a health tracking fitness band, they are going to have a poor experience that leads to low satisfaction, a refund, and poor word of mouth. Make sure they know what they are getting before they complete the sale.
Provide Real Customer Service
American Express quotes Mary Jo Bitner, executive director of ASU’s Center for Services Leadership as saying:
If a company handles your complaint well, then you typically become a more loyal customer. However, if they don’t, then you become 12 percentage points less brand loyal than if you never complained at all.
Customers will forgive even major problems if they find great customer service at the other end of the complaint.
Make the Packaging a Positive Experience
Once you’ve sold a product, you are not actually done with the sales process. Your next responsibility is to make sure the product stays sold, and the customer stays happy. Buyer’s remorse can undo all your hard work. You can eliminate a lot of this by taking a page from Apple’s book, and making the packaging a part of the experience.
Never use blister packaging that is difficult to open and can cause minor injury. Don’t require a person to find tools like knives and scissors. And make the product reveal delightful. Packaging can either make people excited about using the product, or make them regret buying it in the first place.
Don’t Spam Your Customers
They put in their email address because you told them they had to. That does not give you permission to fill their inbox with sales solicitations. Even if they make a purchase, you should not take that as a mandate to spam them. That sort of thing can quickly turn a positive experience into a negative one.
If you are not getting the repeat business you think you deserve, make sure you are getting proper data analytics. Clarify your value proposition. Commit to better customer service. Pay attention to packaging. And stop doing things that annoy your customers.