Customer experience is everything these days, particularly with the rise of the internet and intensified competition.
With so many companies operating in the same niches, it’s important to provide customers with an enjoyable experience to keep them coming back for more.
In fact, results from the latest digital marketing trends report from Econsultancy and Adobe showed that a large portion of businesses picked customer experience as the single most exciting opportunity over the last year.
Focusing on the customer has become a key tactic for businesses to stand out and build a loyal base of buyers because, let’s face it, a business isn’t a business without customers.
So how can you make sure your customers have the best experience with you?
1. Get to Know Your Customer
Before you do anything, you need to know who you’re doing it for.
There’s no point spending time and resources creating a customer experience strategy that just isn’t a good fit for the kind of customers you want.
While knowing exactly who you’re targeting will help you optimize various parts of your business—it will make marketing and messaging easier, for example—it is also the centerpoint of your customer experience strategy.
Here, you want to dig deeper than the ages, job titles, and geographic locations of your audience. Start thinking about:
- Your customers’ biggest fears
- Your customers’ biggest dreams and challenges
- How your customers like to spend their day
- What your target customers want their ideal life to look like
Going deeper than the usual demographic questions will help you tap into the emotional side of the customer experience and provide content and communication that eases customer fears and helps them make steps towards their ideal life.
2. Set Goals and Objectives
Strategies rely on having an end goal to reach. Really think about what it is you want to achieve with your customer strategy: do you want to create a community of raving fans, or do you want to stand out in your industry as an authority?
Once you’ve figured out what end goal you’d like to work towards, you can build out the steps to get there.
Like with any goal, it’s important to be specific. Set exact numbers or specific percentage increases you want to achieve so you can measure whether your strategy is working or not.
For example, having the goal “increase revenue from X service by X% in the final quarter” is much better than simply “increase revenue.”
With the first goal, you have numbers to work towards, so you can easily measure whether you’ve reached your goal or not.
3. Map Out Your Customer Journey
Mapping the journey your customers take helps you visualize their next step and what you need to do to get them there.
Within your map, you want to highlight certain things, like:
- Your customers’ needs and pain points
- Any opportunities that customers have with your business
- The various points of interaction they have with you—things like social media, email, etc.
You can then use this information to fuel the transition between steps.
4. Let Your Customers Show You the Way
There’s no better way to learn what your customers want than by hearing it straight from them.
You can use their positive experiences and negative ones to determine what you need to change about your strategy.
You might do this by implementing a pop-up feedback form that appears after they hit the buy button, or you might do it via email by asking them to leave a review.
5. Optimize the Customer Experience
At this point, you know exactly who your target customers are, what their biggest fears and dreams are, and what they do and don’t like about your business.
On top of that, you have a customer journey mapped out that is driven by those fears and challenges, and encourages customers to go from one step to the next.
With every new piece of information you get from your customers, you can tweak your strategy until you have a well-oiled system that provides a stellar experience time and time again.
When you have a strategy in place that really works, you’ll start noticing more customers coming to you along with more customers sticking around after they’ve bought from you.
Experience is Everything
Never underestimate the importance of customer experience. When someone has a great time doing business with you and leaves feeling like they’ve had a positive experience, they are much more likely to recommend you to their peers and keep coming back for more.
This is what builds a loyal customer base and a sustainable business that has authority, empathy, and success.