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Customer
experience is how your customers perceive their interactions
with your company. Those interactions occur at each step along
a customer journey. That journey begins when people realize
that you offer a product or service they might want, then
compare your offer to other options. If things go your way,
they'll buy from you. Then they'll use what they bought. If
they encounter a problem, they'll call for support.
To have
profitable customers who stay with you a long time, your goal
must be to create exceptional experiences for your customer
that will help you achieve 5 goals:
- Attract
your customers to purchase your products and services.
- Persuade
your customers to pay the prices you need to charge for
them to be profitable.
- Encourage
them to keep their business with you.
- Interest
them in buying more from you.
- Inspire
them to tell others about you.
The scope
of customer experience starts with awareness, discovery, attraction,
interaction, and continues with the purchase of good or services.
A customer experience is about how a customer consciously
and subconsciously sees his or her experience. It is not just
about a rational experience measure by how quickly a phone
is answered or the delivery time, but more than 50 percent
of a customer experience is subconscious, or how a customer
feels.
As a distributor
of Mastermoves, a customer experience is the process of understanding
your relationship with your customers and how to use our products
and services to satisfy expectations of your customers across
all moments of contact with you and our company. Basically,
it's the sum of all experiences of your customers over the
duration of their relationship with you and the support they
receive from our company.
The
need for a great customer experience.
Customer
experience is fundamental to the success as a distributor
of Mastermoves. Customer experience is the single greatest
predictor of whether customers will return to buy from you,
send you referrals - or defect to a competitor.
At each
step of their journeys, your customers judge the experience
on three levels: how well you meet their needs, how easy you
are to do business with, and how enjoyable you are to do business
with. It won't come as a shock that if you satisfy their needs,
don't make them work too hard, and don't annoy them, you're
more likely to earn their business the next time they buy.
When addressed
effectively, customer experience eases customer acquisition,
drives customer loyalty and improves customer retention. You
will understand how well you meet people's needs when you
measure your customer experience based on satisfaction. Your
ability to deliver an experience that sets it apart in the
eyes of your customers serves to increase sales and, optimally,
inspire customer loyalty.
To create
a superior customer experience requires understanding the
customer's point of view:
- What's
it really like to be your customer?
- What
is the day-in, day-out 'customer experience' your company
is delivering?
- How
does it feel to wait on hold on the phone?
- How
do you feel to open a package and not be certain how to
follow the instructions?
- How
do you feel to wail for a service call that was promised
two hours ago?
- What's
it like to be remembered?
- What's
it like to receive helpful suggestions?
- How
do you feel to get everything exactly as it was promised?
- How
do you feel to be confident that the answers you get are
the best ones for you?"
With products
becoming commoditized, price differentiation no longer sustainable
and customers demanding more, companies are focusing on delivering
superior customer experiences. As a result, companies report
higher customer referral rates and customer satisfaction.
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Gaining
Experience
