How you can build effective Customer experience

How you can build effective Customer experience

When did your organization last check or evaluated if the services it provides leave a lasting impression. Or when did your organization critically check if the organization was the best customer service organization in the country. Or maybe is your organization customer centric; does your organization understand its customer service.

If you are not sure about the service that your organization provide then you should begin to develop processes that are key to developing good customer experience. Customer experience strategy can help your organization retain more customers and stop them from defecting to competitors. Research shows that companies who skillfully manage and execute customer experience strategies reap enormous rewards. They achieve higher customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction.

 Furthermore, with rising competitive pressures, creating a highly differentiated customer experience can help turn dissatisfaction or indifference into delight. Sam Walton the author of made in America once said there was only one boss, the customer and he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.

 Customer experience is the sum of all experiences at various touch points a customer has with the company. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. Customer experience is an interaction between an organization and a customer as perceived through a customer’s conscious and subconscious mind. It is a blend of an organization’s rational performance, the senses stimulated and the emotions evoked and intuitively measured against customer expectations across all moments of contact.

ATKearny in their article entitled How to Create an Entirely Differentiated Customer Experience writes that creating a unique customer experience is one of the best ways to achieve sustainable growth, particularly in industries that are stagnate. They also write that if a utility or an insurance company can create a highly differentiated customer experience that turns dissatisfaction or indifference into delight, it would recruit an army of vocal advocates online and offline, gain market share, and generate revenue growth. ATKearny also states that achieving high customer satisfaction depends on doing absolutely nothing wrong, and doing some things exceptionally well.

So, to develop good customer experience an organization should firstly define its customer experience and keep it consistently. According to Bernd Schmitt, customer experience management represents the discipline, methodology and process used to comprehensively manage a customer’s cross-channel exposure, interaction and transaction with a company, product, brand or service.

To deliver astronomical customer experience, an organization should know its customer better than ever before. That means creating and maintaining complete customer segments that help it understand and measure customers' journeys at every touch point across multiple channels.

Secondly, to deliver the best customer experience an organization should base the Customer experience on individual customer needs. Ross Beard wrote for clientheartbeat.com that customer experience strategy must start with knowing what customer needs and wants, which equate to their expectations. This means that an organization should be able to deliver the most value at each customer touch point. It also means that for an organization to improve its customer experience, the organization need to specify stages in the customer life cycle so that an organization can deliver the right message to the right place at the right time.

Thirdly, in order to have a good customer experience an organization should develop a customer experience management. Customer experience management is about knowing customers behavior. It's about knowing customers so completely that an organization can create and deliver personalized experiences that will entice them not only remain loyal ,but also to evangelize for the company.

Lastly, an organization can have a lasting customer experience if the organization can deliver value to customers. The best companies deliver value propositions by focusing the entire company on delivering superior customer value.  Bain & Company survey (2005) found that only 8% of companies truly deliver a superior customer experience. Ross Beard states that 8% of companies who offer superior customer experience have developed their capabilities to please customers again and again. These companies have systems in place to deliver a consistent customer experience over and over again.

Therefore, as a organization it’s never too late reorganize your customer service today and make your customers have the lasting customer experience. Remember, customers do not remember brands but they remember service experiences.