Customer experience is essential for every business, helping improve the client perception of your brand and to drive additional revenue, whilst sparking customer loyalty and advocacy.  Without working to maintain a positive CX, your business could lose a considerable amount of revenue from retention, up-sell and cross-sell.  You could miss out on future new business opportunities and halt the vital development of your products and services.  You need to master customer experience, and these seven top tips are a great place to start:

1) Work on being reachable

To offer an exceptional client experience you need to be ever-present. Reachability outlines how easy it is to discover your brand and reach your team.  Improved reachability boosts customer support and engagement leading to happy clients, so focus on building a dominant online brand presence.  Start by understanding what online channels your customers engage with regularly, and where they prefer to contact your brand; this may be via email, on your website, or even on social media platforms.  Don’t look to simply please a majority by focusing on mainstream channels, it’s crucial that your team are available to help clients whenever they need you, no matter how they approach your brand.

With this understanding, ensure you have a professional and clear presence across all these channels, so should clients search for your business, they can find what they need instantly.  Ensure social media profiles are properly aligned with your brand guidelines, appearing professional and useful to both clients and prospects alike.  If desired, go one step further to create client pages or hubs across various channels, making it even easier to pro-actively offer support and news.  Continue to review client preference, as their ideal methods of communication may flux and evolve, ensuring you can consistently remain fully reachable.

2) Audit and update your client data

Managing a successful customer experience strategy is challenging with incomplete data, and 80% of teams struggle to properly customize client messaging and communications due to a lack of complete or accurate data sets.  When looking to provide exceptional customer experience, understand what data you hold for each client, and audit data sets to assess missing elements.  This enables your team to gather any additional data required to complete client profiles, and check the accuracy of currently held information to ensure future communications reach the best people.
This boosts your customer experience in many ways.  Complete data enables your team to offer pro-active and relevantly personalized communications to increase customer engagement, whilst instilling a sense of trust and commitment in your clients.  They feel valued by your team’s keen desire to maintain strong client relations, better driving the benefits produced by outstanding customer experience.

3) Think long-term

Positive customer experience hinges upon many different factors, but ensuring your product delivers results is key.  Upon making a purchasing decision, clients will have outlined ideal goals they want to achieve with your product and services; it is paramount for CX success to ensure these goals are reached.  If your product doesn’t produce the results for which clients purchased it, they will undoubtedly feel negatively towards your brand and weaken your customer experience.

Always think long term, understanding from the start what clients look to achieve with their purchase, enabling you to encourage plans and strategies that will maximize your product to secure these results.  Your clients will want to achieve a positive ROI from your offering within six months of purchase, so work with every customer to establish what they need to do in order to see a positive return.

4) Gather customer feedback…

Your clients are a valuable source of information.  They use your products and services every day and therefore provide the most exceptional insight into how successfully it produces the desired results, and how easily it integrates into existing business pipelines.  Without this insight, your team will struggle to understand bugs that need fixing, and plan future improvements that continue to benefit clients. When looking to boost retention, you need to be sure products are appropriately developed, and don’t exclude additions many use regularly.

Understand what client insight is valuable to your team and find a solution to easily gathering this information.  Whether you email clients a questionnaire or set up a comments section on your website, ensure your team can easily tap into client intel and properly gather their responses.  Try offering clients an incentive to provide feedback, such as a free product benefit, an offer or enter them into a prize draw.  This way, you both benefit from feedback, and the customer-brand relationship strengthens.

5) …and make sure you use it!

It’s all very well to gather this customer feedback, but make sure you actually use it to drive your product future!  Though your team may have very specific development ideas, or totally new products to build, if your clients are asking for a particular addition or integration, it’s key that you honour their ask, even if it sets your other development plans back a few months.  Work with your team to establish a system of converting client feedback into action plans, understanding what changes will be made, and how long they will take.  This way, you can be sure to continuously offer a relevant and useful product, whilst helping clients feel their needs are being met.

Client feedback is vital, but so is team innovation, so you do need to strike a harmonious balance between the wants of your team and business, alongside those of your clients and their everyday processes.  Ignoring one and indulging the other is dangerous, and may cause your products to stray from their core functionality.  Discover ways to embrace ideas and suggestions from both sources, combining them to create the ultimate business offering for increased customer experience success.

6) Get experimental

Like any key business process, customer experience requires continued review and measurement.  Without it, you’ll likely struggle to understand how clients feel towards your brand and whether client services are properly optimized to increase brand loyalty.

This continued measurement becomes even more essential as the world evolves and new technologies develop.  The preferences and needs of your clients will change to match the wider world, so your strategy needs to be prepared, and able to bend accordingly.  Combining ideas from your team and clients, get experimental and discover new ways to offer customer service and support.  Short-list some ideas and approach a small group of loyal clients, asking if they’d be willing to help you trial some new customer experience strategies.  This way, you can gain client feedback before launching any large changes, and find the most effective solutions to meeting the ever-changing demand of your customers.

7) Offer a customized website experience

A key way to boost your customer experience strategy is to revolutionize your client’s online experience.  94% of buyer journeys start online, and when clients seek to renew your services or invest in additional features, your website is their first port of call.  To optimize customer experience and instantly discover new client lead opportunities, offer them a personalized website experience.  By delivering a bespoke online service, providing relevant and branded content specific to their industry or product purchases, you’ll increase client engagement and produce a seamlessly high-end experience.

With Webeo, you can achieve highly advanced customizations, producing thousands of individual online experiences through one innovative software.  Those using Webeo have seen a 150% increase in sales opportunities and an additional client revenue return of almost 50%.  Your website holds the key to customer experience success.