How to Create a Customer Experience that Gets People Talking

Customer service is taking a beating with online shopping. Orders missed late shipping and horrible return processes. Folks are just getting fed up with lousy service.

You can take advantage of this distrust and work on making your customers experience something they will remember and hopefully share with friends.

David Henzel with Inc.com shares how you can make this a reality in your business.

How to Create a Customer Experience that Gets People Talking

By David Henzel www.inc.com View Original

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Getting your customers to talk about your business is hard. Most people who have a pleasant interaction with a company will think, “Well, that was nice,” but keep it to themselves and move on. So, if you want your customers to sing your praises to their friends and family and even to strangers online, what can you do?

One way to achieve this is by providing an amazing customer experience. A customer experience that wows consumers is the best way to get them talking — which means more repeat customers and sales for your business.

Based on my work in the customer experience and outsourced live chat space, here are my top tips on how to create a customer experience that gets people talking.

Understand the customer journey.

To provide the best customer experience, you first need to understand the customer journey. There are five stages of the customer journey:

  • Awareness: The consumer is aware they have a need or problem and are researching solutions.
  • Consideration: The consumer wants to make a purchase but is looking at different options, including your brand.
  • Decision: The consumer is ready to make a purchase.
  • Retention: The consumer is now your customer, and you have to keep them a customer by maintaining their satisfaction.
  • Advocacy: The customer is now an advocate for your brand, recommending you to their family and friends.

Each lead or customer will be at a different stage in the customer journey at any given time, so it’s important that you deliver at each stage of the customer journey. Map out the likely customer journey for your particular business, and decide what consumers will need at each stage.

For instance, consumers in the consideration stage can be offered a demo video, while consumers in the decision stage can be offered a free trial.

Offer personalized customer service.

Today, a personalized customer experience shouldn’t be an added bonus — it’s actually expected. According to a RedPoint Global survey reported by Retail Customer Experience, 63 percent of consumers expect personalization as a standard of service and believe they are recognized as an individual when sent special offers.

So, if you want customers to talk about your business in high regard, offer them more personalized customer service. This can be achieved by automating your email marketing. Send customers personalized messages and offers based on their demographics, as well as their behaviors on your website or their previous purchase histories.

Gather feedback from your customers.

Your loyal customers want to feel like they are an important part of your business. After all, if it wasn’t for them, you wouldn’t be where you are. They want to feel like their opinions are heard and appreciated.

Simply listening to your customers improves the customer experience, so be sure to gather feedback from them. After gathering customer feedback, don’t just say thank you and call it a day. Put that customer feedback into action if you want to really impress your customers.

The insights your customers provide will not only help improve the customer experience, but can help you provide an even better product/service to them.

Balance the digital experience and the human experience.

Customers today want blazing-fast service, which is why many companies have implemented chatbots on their websites. Chatbots allow your customers to get answers to their questions 24/7. But, if you want to provide a superior customer experience, you need to be careful about relying too much on AI. Instead, strike a balance between the digital experience and the human experience.

According to Harvard Business Review, your customers still want to talk to a human being, and calls to businesses have significantly increased in response to the mass adoption of mobile phones. So, consider providing more options for your customers to talk to a real person.

While you may not be able to answer customer calls day and night, you do have the option of outsourcing live chat so that your customers can speak to real people instead of chatbots.

Underpromise and overdeliver.

This particular tip might be obvious, but it’s an important one. The easiest way to impress your customers is to go above and beyond for them. That’s easy to do if you underpromise and overdeliver.

For instance, instead of promising customers that their customer support emails will be answered in less than 24 hours, promise that they’ll be answered in less than 48 hours. Then, when their problems are solved much sooner than they expected them to be, your customers will be over the moon.

Creating a customer experience that gets people talking isn’t just about answering customer emails promptly and offering a great return policy. Rather, it’s about truly connecting with your customers and showing them that your company cares.

David Henzel is the CEO of LTVplus, a company providing managed live chat services for e-commerce businesses to increase conversion rates.

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