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I am very keen on Customer experience (CX) ie. how I am treated when I buy something or pay for a service matters a lot to me. There is a very high tendency for me to patronise a particular brand again because I enjoyed my experience with them. Enjoyment in this context is how easy it was for me too buy, how easy it was for me to make the payment, to getting my order on the said date and getting exactly what I ordered for. If for any reason this experience, can’t be achieved it has to be visible to the world that nothing can be done.
One major mistake small business make is to assume that you have to a big brand like Coca-cola or House of Tara or Prada to have top-notch CX, well not true. If CX is not one of your organisational cultures then chances are that if and when you become big it would be a struggle. It’s also very easy to get customer evangelists out of the loyal customers, but this is only achievable if you first have a smart customer experience plan. For any Organisation to have a smart CX yo have to invest in technology. Technology here doesn’t mean React, Node. js or long lines of code (even though required), I like to think of tech as one of man’s best friends. The fact that I buy and pay for a dress from the US and get it at my doorstep is actually fascinating.
CX is larger than customer service, CX starts from the first day the customer hears or reads about your product or service while customer service refers to specific touchpoints within the experience where a customer requests and receives assistance or help about the product or service.
According to hotjar.com “Customer experience, also known as CX, is your customers’ holistic perception of their experience with your business or brand. CX is the result of every interaction a customer has with your business, from navigating the website to talking to customer service and receiving the product/service they bought from you. Everything you do impacts your customers’ perception and their decision to keep coming back or not—so a great customer experience is your key to success”.
Having a superb CX can’t be achieved from one brainstorm session, it is a compilation of multiple brainstorm sessions, trial and error, feedback, a major Customer Experience Strategy and most importantly a company-wide commitment emphasis on “Company-wide”. The leadership of the organisation must buy into the CX Strategy. Don’t be that #Girlboss or CEO that doesn’t prioritize CX and expect maximum growth.
Customer Experience Strategy is the set of actions, plan and guidelines created to maintain customer experience. This strategy is only achievable after if maintained by everyone in the organisation if you have a physical office from the Gateman to the Executive Director if it’s an online business from the person responding via email or dm to the person delivering the product or service. The better the experience the more brand evangelists you have, the shitter the service or product the fewer customers you have.
In developing your CX strategy here are a few things to note:
1. The organisation has to be customer concerned, that is it must have a “Customer-centric organisational culture”, which must start from the top executives, make it a culture that is embedded every day amongst your staff and new hires.
2. Make good use of customer feedback: learn to listen to what the customer is saying and even what they are not saying. Use feedback forms and surveys for a more physical touch call them and interview them.
3. Create an awesome experience with all the details you have gotten.
For a great CX in your organisation make sure your Employee Experience is topnotch.
“Happy employees, happy customers”
Thanks for reading.