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.
Happier customers & better
experiences = increased revenue.
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guide! We are happy to have you
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.
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
Putting it in plain terms:
Hi there &
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!
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
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.
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
In short, no.
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
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
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.
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
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
Why is customer
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
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.
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
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.
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
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
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.
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.
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
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.
Implement a lean process that reduces cycle times and transaction
costs. This support will reduce hassle at every step of the process.
Choose a flexible CRM-CX technology that reduces time-to-market
and transaction costs.
Mastering Customer Experience
The Anodius Way
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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
We can also help improve your employee
experience, which will, in turn, boost your
No matter what you need, if it’s got to do
with experience - we are the team for the
Contact us directly to find out more.
We would love to hear from you!
The Anodius Team