How to deliver mind-blowing customer experience to everyone.
How to deliver mindblowing customer experiences to everyone.
According to Wikipedia, “customer experience, or CX, is the product of the interaction between the organization and the client over the duration of their relationship.”
Although this description sounds deceptively simple, it actually focuses on elements which give remarkable insight on how to win at CX. Let’s focus on the phrases the Wikipedia writer selected:
“It’s the product of the interaction”
I’ve always thought of customer experience as what a client experiences when he or she buys something or receives a service. So, for example, if we are talking about a retail organization, customer experience would mean how they feel in the store, how easy it is to find what they want, how they interact with the staff – and their experience would be measured by how the customer felt in their experience in the store. More or less.
But this specific phrasing means that and more. It reminds the company that they have complete agency at every moment of their interaction with a client. It’s not like they can plan a great environment, hire nice staff and train them well, sell a good product and call it a day, thinking they’ve done what they can to create a great experience. No. Each experience will be a product of the interaction of a specific client with the organization. At every moment, the company is creating the experience. At every moment, a company has an opportunity to transform the experience. It is dynamic and alive. It’s the product of an interaction.
"Over the duration of their relationship"
I love this phrase. It says something very true about the nature of relationships. The experience is created over the duration of the relationship. It is not measured by one good or bad experience. And it is not measured by a specific product. It is measured by long term interactions. Interactions that may begin long before the client made his or her first purchase. A client experience is nurtured and cared for in order to make it stand out.
So basically, customer experience is something a company has agency over and must nurture from the first interaction to … forever, in order to breed real success. And it’s not a generic thing that you can create and walk away. It is nurtured over time in a personal way with each individual client.
So how do you create this nurtured, personalized customer experience?
I know what you are thinking. Like, seriously, how is it possible to nurture specific and great relationships with each and every one of our clients?!!
But we are in an age of powerful tools that when implemented, can be transformative for a company.
People and product.
Experts say that there are two elements to creating a great experience – product and people.
Offering a service or a product that leaves the client wowed. And creating great interactions with the people who serve the clients.
The age of personalization
In our age of personalization, we have the tools to create this and more. We need to understand each individual client and understand his or her preferences. With that information, we can often tailor products that are more specific to each client. With predictive offerings, we can even offer the client other products that we know that he or she will love, based on machine learning intelligence.
These kind of interactions are made possible when your organization is interacting with clients in one unified way, from every communication channel that you use to meet your audience – social media, chat on your website, WhatsApp and more.
Omni channel interactions make for unparalleled customer experience.
SimpleChat holds the keys to do all this and more. As an add-on to Microsoft Dynamics, it lets customer service representatives conduct all interactions on every single social media and digital channel through one unified interface. Here, they can access every tool and every piece of information, regardless of where the interaction is actually occurring. No more frustration because of conflicting responses from the same company. No more making it difficult for the client by requiring contact on some other channel to send you a document. One unified brand voice, which also remembers everything, allows you to tailor customer experiences that make each customer feel valued, special and cared for.
And that’s #goals for a company wishing to improve the customer experience they provide.