Why Is Customer Experience So Important and How to Improve It in 2022
Regardless of how big your business is and what products or services you offer, you wouldn’t be anywhere without your customers. In today’s overly competitive market that dominates every niche, consumers have a lot of businesses to choose from, so why would they choose yours?
Well, if you provide them with an amazing customer experience, it will be easy for them to choose you over your competitors. If you want to be successful, you need to focus on customer experience transformation in 2022 and give your customers what they want and deserve.
Understand the importance of customer experience
Customer experience, also known as CX, is easy to understand, even though it sometimes isn’t easy to achieve. CX defines how your customers perceive the interactions they have with your brand or business, whether it’s in person, online, or with your customer support staff.
Every interaction they have with your company counts towards CX, no matter how small or insignificant it may seem. After all, good CX is the key to winning over customers.
One of the biggest reasons why customer experience is important is simple; the better your CX is, the more satisfied your customers are. It also helps you retain customers while reducing customer churn and gives you a great competitive advantage.
Another big reason why CX is so important is that it can help you boost sales. Since customers who have a good experience with a company are more likely to come back and spend more money, businesses that focus on customer experience see an 80% increase in revenue.
So how can you improve your customer experience? There are a few methods.
Take personalization seriously
Not too long ago, customers were just a source of income for businesses, but now they’re treated as individuals. Using personalization in all of your strategies means taking the information you know about each customer and providing them with a tailored experience throughout their entire journey.
For example, when a customer contacts your support team, an agent can use their purchasing history to help them resolve an issue or answer a question quicker. This information can also be used to make recommendations for upselling and cross-selling.
Personalized marketing will also help you find the right customers and win them over easily. But this can be hard to do by yourself, which is why all successful businesses use various software such as ZoomInfo to create personalized marketing strategies that work.
However, while this tool is very popular, it’s also expensive and not a lot of businesses have been able to afford it since they increased their prices. Luckily, you can find a ZoomInfo alternative that works just as well for a fraction of the price.
Try to create an emotional connection with your customers
Emotions are a big part of humanity and emotional connections are very detrimental to deciding what people are going to do and what kind of decisions they are going to make. While it might not seem like that, this is true for purchasing decisions.
When a business creates an emotional connection with its customers, the chances of making sales are much higher. Customers who have an emotional connection to a brand are more likely to recommend the company at a rate of 71%. For those that don’t, that number drops to 45%.
The CX you build is very dependent on the emotional connection you are able to create with your customers. And that emotional connection will not only drive their purchasing decisions but also determine the attitude they have toward your business.
Here are a few things you can do to create that emotional connection:
- Talk about the struggles your business went through before you were able to achieve your dreams and make your vision come to life.
- Show your customers you care about them by offering advice and solutions to the problems they face.
- Be as relatable as possible and show customers you understand their struggles and are willing to address their pain points with your products/services.
- Use verifiable testimonials and reviews to create trust and show you’ve helped people in the past.
- Show the human side of your company by sharing stories about the people behind the business.
Always ask for feedback
When you ask customers for feedback, you’re showing them that you care about their opinion and are willing to improve their experience.
One of the most common sources of feedback comes from reviews and testimonials that customers leave on your website. However, that’s not enough for you to collect valuable information.
To ensure you get the type of feedback you need, send out customer services that will help you understand how they feel about your company and the products/services you offer. These surveys should also include open-ended questions so you can better understand the sentiments and thoughts behind your customers’ actions.
And when you get that feedback, make sure to actually use the information you learned to improve your customer experience.
No matter how good your products or services are and how much influence you have on the market, it will all be for nothing if you don’t treat your customers right. The experience you provide will make or break your business, so ensure you focus on improving customer experience in 2022.
Dave is a serial entrepreneur who co-founded Shortlist in 2018, a marketing un-agency that serves as an outsourced dedicated marketing team. He has also co-founded Less.churn, a churn reduction app, prior to selling it in 2018. In 2012, he quit his job to travel the world, and has visited over 65 countries.