“Customer experience is the next competitive battleground. It’s where business is going be won or lost” -Tom Knighton
As traditional marketing has evolved into digital marketing, customer generated media has replaced the mass media. Nowadays, users trust experiences of customers shared on social media platforms more than traditional marketing or advertised/paid messages. So, it becomes critical for all the brands to take customer’s experience seriously.
How customers’ experience can be improved:
Active Listening Active social listening has changed the whole game in the digital industry. But social listening differs from social monitoring.
“Monitoring sees trees; listening sees the forest.” Dan Neely
Brands should not just monitor what customers are saying, they should analyze the whole data and take corrective measures accordingly. With effective social listening, brands can go beyond seeing social media engagement instances with the intention of taking immediate action. With active listening, brands can analyze the data and integrate the learnings into effective and accurate social strategies.
Real-time response Nowadays, customer’s query/feedback is just a phone away. Empowered customers use their smartphones to search and inquire to make the best purchase decision.
Customers expect brands to reply to their queries in real-time, whenever they need it. By responding in real-time, brands can build up a positive reputation with the customers which further enhances the customer experience. A positive customer experience is important as customers are savvy and have the power to choose between competing companies, which offer varying levels of customer service from bad to brilliant.
Engage with customers “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.” — John Russell
Digital media is the perfect place to take note of what customers want. Brands should engage with customers, take their feedback and make them feel that they are part of the brand. It can be achieved with the help of smart listening platforms which help you in focusing on social platforms your customers frequent the most.
Customer experience will automatically be positive if brands engage with them in a productive conversation. This makes them feel they are being heard.
Provide personalized experience “Don’t deliver a product. Deliver an experience”
Experts agree that personalization is key to any good customer experience. Customers feel more connected with brands who provide them personalized experience. Brands providing personalized solutions and responses on social media are appreciated and trusted by customers more. It helps in building strong customer relationships.
Act on customer feedback
“Don’t waste customers’ time asking them questions unless you are prepared to act on what they say” – Bruce Temkin
All brands know the importance of customer feedback but not everyone acts on it and make the changes customers are looking for. As it is rightly said, we should not waste customers’ time by taking their feedback, if we are not planning to take any action on it. Brands should take their customer feedback seriously to increase the number of satisfied and loyal customers. This will make customers feel a part of the brand.
Customer experience is no longer seen as a strategy or a fad and it is here to stay. Brands emphasize on customers’ experience will succeed in the longer run. So, we can clearly say, a brand is defined by its customers’ experience.