Customer Experience Optimization in 5 Easy Steps

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Vedran Kozić

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⏱ Reading Time: 8 minutes

In today’s dynamic and competitive market setting, giving an optimized customer experience is a must for effective brand differentiation. Excellent customer experience is an ultimate request from users! The key to achieving seamless user experience is to optimize your customer experience frequently with the new knowledge you and your company gathered.  With the devotion to concentrate on the customer, your company can stand out amongst the others and secure customers who will remain to be loyal and come back for more.

🚀Read Customer Experience Guide: How to Put your Customers First?

What Is Customer Experience Optimization?

To understand customer experience optimization, we must begin with clarifying customer experience. Customer experience is a perception of how a customer reacts with any individual interaction as well as overall interactions he or she has with a company. Seems pretty simple, but it’s more complicated than most might realize.

Customer experience is not just the experience a consumer has while purchasing from your company, or when directly interacting with your business representative, but the experience a person has when they meet your brand, from watching your video ads to visiting your social media pages, browsing your website and more. Customer experience is formed by the excitement customers have when meeting our brand and the perceptions they develop about it. And with each of the channels, there is room for improvement or/and optimization. Think of customer experience as the sum of all interaction, an experience that determines your customer’s perception and opinion of your brand.

customer experience optimization make customer happy

Picture 1. Optimize your customer experience

With that explanation in mind, we can now begin with optimization. CX optimization is a comprehensive approach to the customer experience, brand messaging and identity mixture, across channels and throughout the entire life cycle of the client.

Why Customer Experience Optimization Matters?

The goals are quality and consistency, for every interaction that customer has with our brand. Customer experience studies show that customers are more than likely to purchase from a company that offers them a great customer experience as compared to one that does not. A study conducted by Harris Interactive discovered that 86 percent of customers will stop communicating with a brand completely if they had a bad customer experience.

Organizations who want to harvest the advantages of customer experience optimization can use marketing technologies and data analytics to give more useful, more personalized interactions, as well as more powerful and more stable relationships. If your company is aspiring to improve in the digital day and age, it is a crucial time to focus on optimizing your customer experience.

customer experience optimization - optimize customer experience

Picture 2. Give a 5-star experience

The customer experience does not only shape customers interest in your brand but also affects their purchasing choices and loyalty. Therefore, customer experience optimization is imperative for making revenue and developing a solid reputation that generates new customers.

With many options, consumers don’t stick with companies that deliver bad customer experience. It’s simpler than ever to find a different source for almost every product or service. Yet, consumers will become repeat purchases if a company gives a great customer experience. With every interaction that delivers this degree of service, the loyalty increases.

What Are the Benefits of Customer Experience Optimization?

Excellence in the means of customer experience is, by far one of the most significant factors in sales. Some of the benefits of optimizing your customer experience include boosted sales, an increase in revenue, and of course happy customers. On the other hand, if you don’t optimize your customer experience, it’s realistic to expect decreased sales, at higher and higher rates every year. Higher engagement and conversion rates are top business benefits of customer experience optimization. Following, better brand perception and loyalty are the second-biggest benefits while repeating customers, cross-sells and upselling are on the third place.

5 Ways to Optimize Your Customer Experience

1. Evaluate where you are today

Technology is developing fast. Artificial Intelligence, chatbots and virtual assistants are all becoming common in our homes and our workplaces even in our cars, but using the most advanced technology without a proper strategy could show up to be a huge mistake. To start the journey of the optimization, you must discover where your customer experience currently stands. Focus on present goals and strategically position yourself to communicate with clients throughout the client life cycle at all phases. Pay attention to all channels your customers use and create an experience that transcends devices and time. Exceptional experiences don’t happen by accident, and unless you know where you are today, you can’t optimize the customer experience.

You should also ensure your presence online is optimized. The customer experience begins with pre-awareness and continues through the initial purchase and hopefully to loyalty, which will lead to a long-lasting relationship. This means that every aspect of your business’s online presence should be functional, consistent and optimized for a range of devices. Consumers should have access and the ability to navigate through your website. Also, they should have the ability to surf seamlessly across other internet channels to gain a powerful brand experience.

customer experience optimization life cycle

Picture 3.  Customer experience life cycle

2. Get to know your customers

Understand the customers’ journey. Customer experience professionals design the best strategies from the outside in, through the lens of your customers, Yet there has been a great disengagement between what consumers ask for and what companies deliver. Taking some numbers into consideration. More than 80 percent of customers expect from brands to let them choose a way to follow up on previous engagement, yet only 37 percent of contact centers think that customers really care about it. There are a few things that customers want basically. First and foremost is to be recognized and remembered. Remember how great you felt when a coffee shop worker remembered your name and how you drink your latte. That’s what we’re talking about. People also like to be given choice, or at least feel like they have one. Taking that into consideration, along with the feeling of delight after the purchase is made, it is not overly complicated to keep your customers happy. So what should your next step be? Analyze data from past interactions to gain more knowledge of what your customers want and need.

By outlining the most common customer journeys, you can identify areas for improvement and start developing new strategies to optimize your customer experience. Moreover listen to them through surveys and on social media to understand their attitudes, behaviors and of course, triggers. In the end, if you want to understand what is working for consumers and what isn’t, you need to look through the numbers.

3. Understand how your customers interact with you.

To customers, a great experience breaks down to one word: simple. To marketers: Omnichannel. So to optimize customer experience, your brand interactions must be accessible, enjoyable and most importantly, functional. Many journey maps, which we have spoken about before, cover the criteria of accessibility and functionality but forgetting that the emotional aspect ruins the entire plan. Emotion is what creates loyalty. Brands should be able to provide a coherent experience across all channels.

However, realizing which touchpoint is drawing in customers the most, or driving conversions can then help you understand how and where to optimize better. While analyzing you might find out that there are parts of your website, application, emails or other that isn’t operating as smoothly as they could be. The main ambition here is to prioritize your optimization strategy based on data analyzed. This way, you can achieve the biggest boost possible from putting the focus on optimization.

4. Look at your metrics – gather customer feedback.

If customer experience is ahead, then metrics are what keeps the head on the shoulders. These combine things like average time to handle, customer abandon rate and customer satisfaction ratings.  Whatever metrics you decide to choose, be sure they help you discover what’s important to your customers and what isn’t. Tracking past events should be the beginning. Then, try to look at things from the consumers perspective and see what they think happened. When it’s clear what customers perceive to be happening, you can start predicting what they’ll do as a result.

There are tons of different software solutions that may help you to understand what customers are thinking, yet the best way to truly understand is to talk to the customers themselves. Begin by collecting customer feedback in real-time with surveys which are conducted right after the conversion, calls or emails. Some customers might not give you the information that you need, but the ones who do will help you make changes based on what customers said about your brand.

customer experience optimization example

Picture 5. Gather feedback to get better

5. Get your employees on board

Extraordinary experiences are built from understanding customers. Building a customer-oriented culture starts by hiring the right type of employees. When hiring, ask your applicants to tell you if they have ever made and how did they make great experiences. Also, be sure to remind them every now and then about your company standards. Aid them in the process of establishing new habits by giving rewards for good behavior. Furthermore, employee training should be a top priority. If the strategy isn’t delivered by your employees than surly customers won’t experience it.

Also, be assured that your employees are well trained for classic email and phone communication, not just for interactions which are conducted in person.

 

Final Thoughts 

Great news. Customer experience optimization is never over. Your company is required to optimize continuously. Technology, as we said in the intro, changes daily, so does people and their way of interacting with it. Thus, you have to be ready to reevaluate your engagement with customers every now and then. Use both what you understand and what you’ve learned to create adjustments as you move forward with customer experience optimization. Think not only about what you optimize but also why you optimize it. From greater conversions to enhanced revenues, effective optimization will produce outcomes.

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Customer Experience Optimization in 5 Easy Steps was last modified: September 12th, 2019 by student@paldesk.com
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