Corey Patterson of MarTech published an article earlier this year about what customer experience is, why it’s important, and how you can improve it for your customers. We think this is an extremely important topic, this piece does a great job of explaining the basics.
If you’d like to learn more about the customer experience, make sure to also check out one of our most recent blogs here.
Now, let’s dive into the article. Patterson starts by making a very important point – one of the best ways to build your brand image and reputation is by prioritizing customer experience (also known as CX).
It’s critical to remember that the CX doesn’t just refer to the actual transaction – it’s every aspect of the larger interaction that a customer has with a business. And yes, that means every customer’s journey is important, even if it doesn’t necessarily lead to a purchase. Patterson’s piece takes a deep dive into the “why” of this concept, and answers some common questions that companies have when they start to take CX more seriously.
We won’t go into quite as many details here, but something we wanted to make sure to highlight was the list of examples of what exactly a positive customer experience can look like.
For instance:
- Advertising and marketing materials that give customers a realistic expectation about what your product or service can do for them – big claims don’t mean anything if you can’t deliver.
- Cohesive, consistent omni-channel communications – this means that your website should function the same for someone looking at it on a desktop, mobile device, or even in its app form if applicable.
- Easy-to-access resources for when customers need help or have a question.
Of course, the best place to start is by listening to your customers. Wherever they have a change to give feedback – whether that’s in online reviews or face-to-face during a transaction, take note of what they seem to appreciate about the way you do business and what you might be able to improve upon.
The main takeaway? Putting the customer first goes a long way.
Happy customers will come back, spread the word about your company, and facilitate long-term, organic growth that can be truly invaluable for the health and success of your business.
