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How To Master Customer Experience

Customers are happy to pay for an improved and better experience. According to a study conducted by
American Express, as much as 86% of customers are willing to pay more for a great customer experience when choosing their preferred company to work with or purchase from.

Putting it in plain terms: Happier customers & better
experiences = increased revenue.

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How To Master Customer Experience

  1. 1. How To Master Customer Experience
  2. 2. Happier customers & better experiences = increased revenue. Thank you for downloading our guide! We are happy to have you here. Customer experience has become a top priority to businesses worldwide - and rightly so. Companies that focus on customer experience increase their overall revenue and earn higher profits year after year. Why? Customers are happy to pay for an improved and better experience. According to a study conducted by American Express, as much as 86% of customers are willing to pay more for a great customer experience when choosing their preferred company to work with or purchase from. Putting it in plain terms: Hi there & Welcome Mastering your customer experience impacts all areas of your business, from your website interface, your employee’s attitude when speaking with customers to your aftercare once a sale is complete. So the big question is, how do you get started? What do you tackle first, and how much should you really invest in your customer experience? We will take you through our top five focus points within this guide and cover all you need to know on your road to a better customer experience. So, no time to waste. Let’s dive straight in!
  3. 3. What is Customer Experience? Due to it being a holistic aspect of your business and not just something you can focus in and out of, it can be challenging to know where to begin. Nonetheless, you need to get customers to keep customers. Hence, it is helpful to start with your customers' initial contact with your company and work your way through to aftercare with your customers. Take the journey step by step, just like your customers would. When improving your overall customer experience, it does not need to be an entire company upheaval - smaller, more calculated steps will work for better long term success. First things first, in order to improve your customer experience, you must understand exactly what it is. Customer experience, commonly called CX, is defined and rated depending on your customers' interactions and experiences with your business throughout their entire customer journey with your brand. It covers everything from their first contact with you either on your website, social media or in- person right through to becoming a happy, loyal and returning customer. That means it is their holistic perception of your company, not just one section. Essentially, every single thing you do impacts your customers’ perception and their decision to keep coming back or not. That is why creating a great customer experience is your key to success - for the long term.
  4. 4. Is Customer Service The Same As Customer Experience? Customer service is an aspect of customer experience; however, it does not cover the entire perception of your customer. The customer experience is more than person-to- person contact - it’s everything. Thanks to technology and the multiple ways companies can contact customers, the emphasis is no longer as prevalent on the direct contact anymore. Instead, more and more time and budgets are focused on the new and exciting systems companies can implement into their holistic customer experience. Investing in these systems is what sets a company ahead of its competition. In short, no.
  5. 5. Ensure that you are listening to your customers' top priority and needs at all levels of your business. Integrate customer feedback systems to gather the in-depth understandings you need of your customer experience. Once you have sufficient feedback collected from your customers, analyze it thoroughly. Consistently look to your feedback to improve the experience and act on the recommendations regularly. If you see a trend amongst your customers - fix it. For example, through extensive research, you will be able to see frustrations with things like your webpage, your customer service agents, store navigation, variety of products, aftercare and so on. Once these issues arise, set your focus on improving or fixing them. Your customers will notice active initiative to solve common problems. As every company is different and what audience they target unique, it’s impossible to create a universal customer experience checklist that can be used for every company. Instead, using a customer experience consultant, like Anodius, is the best route forward. Using a consultant means that they can finetune their universal experience to fit your company's mould and customer profile. This ensures all aspects are catered for from start to finish of the customer journey. Nonetheless, to get started, here are aspects that you should certainly consider in your customer experience improvement initiative company-wide: What makes a great customer experience? Ask your customers questions Listen to their feedback Implement change accordingly. In short, a great starting point would be to: The base of great experience centres around those three principles. While it may not sound challenging written down on paper, there must be a reason SO MANY companies aren’t doing it. Don’t let your company be one of them.
  6. 6. Without our customers, we won’t make sales. Without sales, we have no business. Learning about your customers, connecting with them in new and innovative ways and investing in your overall customer experience will set you apart from the competition. To really understand its importance, let’s take a look at some facts and figures. First, while each customer base is different, what we want and what we expect as humans and paying customers is pretty universal. Why is customer experience so important? It is 6 to 7 times more costly to attract a new customer than it is to retain an existing one. Great customer experience will keep your customers coming back, making new sales and referring their friends and family to your company. Investing in the customers you already have is a cost-effective choice. Consumers are 2 times more likely to share their bad customer service experiences than are to talk about positive ones. That means your reviews and word of mouth recommendations could be crushed from just one bad customer experience. No customer situation is beyond repair when you can show them that you are doing all that you can to solve their problem. Make sure your experience is so good that customers want to share the good over the bad.
  7. 7. If a customer loves a product but hates its team, you can be sure that they’ll find a similar product with a better team quicker than you can blink your eyes. With a saturated market where everything is available online, a quick Google and a click onto your competitor’s page after a bad experience could mean you have lost that customer forever. Never, ever think that ‘nobody is doing that, so we don’t have to’. If you don’t do it, somebody else will, and they will gain the customers you could have had if you had focused on the overall customer experience when you had the chance. As mentioned in the previous point, if you don’t do it, somebody else will. It’s hard to recover after a poor experience. However, it’s not impossible. Every company has its bad days. Having a recovery plan in place for every possible scenario for winning back a customer after a subpar experience is critical. Better yet, hire a team that will do all they can to support your overall customer experience, a team who will stop at nothing to go the extra mile to put a smile on a customer’s face. About 70% of buying experiences are based on how the customer feels they are being treated. About 89% of consumers stop doing business with a company after experiencing poor customer service.
  8. 8. REMEMBER Your team is only as powerful as you make them. Please give them the tools and freedom they need to create the desired customer experience. In the end, they are the ones who have day to day contact with your customers. They know what is going wrong and where. They appreciate the places where the company is excelling, making their day as a customer service agent all the easier. Talking to your customers is the first step. Talking to your employees directly in contact with your customers is the next when looking to create a holistic picture of where your company currently stands.
  9. 9. As the experience experts, we have developed a list of five key focus areas that every company should touch upon while improving their customer experience. Let’s take a look. Customer Promise: Offer rich propositions and experiences that add value for customers to drive your industry primacy. Once you make a promise - stick to it. This is what customers remember. This is why customers keep coming back. Customer Experience Strengthen your focus on the critical interactions that deliver real value to your customers. Once you have a prime focus, you can improve your overall drive for a better experience from the word go. Employee Behaviour Hire people who are passionate about giving customers a great experience. A dedicated team will make your journey towards mastering customer experience half the battle it could be. Please keep them in the loop when you are updating your efforts. Allow room for change and questions. Lastly, make sure you can support them as they support your customers. Operating Model Implement a lean process that reduces cycle times and transaction costs. This support will reduce hassle at every step of the process. Technology Adoption Choose a flexible CRM-CX technology that reduces time-to-market and transaction costs. Mastering Customer Experience The Anodius Way
  10. 10. +421 (2) 206 33380 (SK) +420 (2) 262 17678 (CZ) +32 (2) 234 7982 (BE) Now it’s your turn to master the customer experience for your company. You have the tools and ideas needed to implement effective change. For everything else you need, Anodius can help. Our team are the experience experts - we understand the systems that work, we appreciate the struggles that companies face when mastering the customer experience. Whether you need help with training your team, updating your systems or auditing your overall experience, we are on-hand and ready to help take your company to the next level. We can also help improve your employee experience, which will, in turn, boost your customer experience. No matter what you need, if it’s got to do with experience - we are the team for the job. Contact us directly to find out more. We would love to hear from you! Until then, The Anodius Team There you have it!

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Customers are happy to pay for an improved and better experience. According to a study conducted by American Express, as much as 86% of customers are willing to pay more for a great customer experience when choosing their preferred company to work with or purchase from. Putting it in plain terms: Happier customers & better experiences = increased revenue.


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