Great customer experiences don’t come pre-packaged and ready to go. They are created by individual organizations to suit their unique business model, philosophy and customers. They also require careful consideration of various business elements and processes, as well as a strategic plan in order to be effective and resonate with customers.
If your organization is ready to embark on the journey to create a memorable customer experience, here are five questions to ask internally when designing that experience:
- What does your brand stand for? While this may have been defined within your organization many years ago as part of a mission statement or establishing the company’s values, now is a great time to revisit what your brand stands for. The broad ideas and purpose behind your brand should guide your efforts to create a memorable customer experience, as those concepts should be present in every customer interaction.
- Who owns the customer experience? When it comes to customer experience, it’s important to designate ownership. While it’s true that everyone within your organization owns and contributes to the customer experience, someone who can have an overarching view of the experience throughout the organization should be appointed. This helps ensure that efforts within individual departments complement one another to form a seamless experience for customers.
- Do you have a strategy in place? Just as it is important to map out customer journeys, it is also important to map out your organization’s strategy for elevating the customer experience. Since great customer experiences aren’t built in a day, this strategy should document which efforts and initiatives will be implemented when. You may choose those that will have the greatest impact, those that are easiest to implement as your first priority or another strategy entirely, depending on what best suits your business.
- What problems do you hope to address? Does your organization have a problem with customer churn, bad online reviews or abandoned shopping carts? These are all examples of issues that can be addressed with a memorable customer experience. Take the time to outline your customers’ top complaints and what customer-related issues you encounter and find a way to resolve them within the customer experience. For example, the abandoned shopping cart problem could be addressed by sending those customers a reminder email about what they left in their cart or even offering them a discount on those items.
- What are your customer experience goals? Every organization wants happy, engaged and loyal customers and brand advocates as a result of their customer experience. To keep your efforts focused and quantify your results, define more specific goals for your customer experience efforts. Do you want to reduce your customer churn rate, for example? Or are you looking to increase your Net Promoter Score? Or is it important to decrease the response time for support tickets? Whatever your goals, put them in writing and make sure everyone within your organization knows not only what they are, but the progress being made towards achieving them.