The 3 basics of great CX

Giving customers a great experience whenever they interact with your brand isn’t a new concept. But today, customer experience has to be orchestrated across multiple touchpoints and channels, from the mobile app to high-street stores, and should lead your marketing strategy.

It’s no longer about pushing out everything you want to say to all your customers and seeing what resonates. It’s about putting your customers at the heart of everything you do using the signals they give you – whether it’s something they looked at on your site to engaging with a campaign on Facebook – to deliver personalized, relevant content.

Here, we share the three guiding principles of great customer experience:

  1. Be consistent

Ever spoken to two different people from the same company about the same thing yet been given two different stories? Pretty frustrating, eh. This kind of situation doesn’t fill you with confidence in the brand you’ve dealt with and will likely lose them customers.

Now think about all the other places your customers can interact with your brand – multiple social networks, email, in store – and you realize how potentially big the problem is. What are your in-store salespeople saying versus those in your social media team? And once your customer has let you know what they’re interested in on your website, how do you tailor your next conversation – wherever that may take place – to ensure you’re relevant?

The answer is to take stock of your comms strategy to ensure there are no disconnects in messaging, and look into tech solutions that share live behavioral information about your customers across your business.

  1. Be available

Nowadays, most brands are across social media, have a contact center that manages calls, live chat and email, and some even have stores. The key is to let your customers choose how and when they connect with you. And the more options you give them, the more likely they are to get in touch.

Just don’t forget to make it clear when they can contact you through the different channels. If your social media isn’t monitored on the weekend, a customer who’s tweeted you is going to be left narked and in the dark until Monday morning.

  1. Be seamless

Consumers are now using a variety of platforms to research and buy things. For instance, they might check prices and reviews on their smartphone before buying on a desktop or in store. Therefore, the need to let your customers seamlessly pick up their journey on a different device is essential.

Can the same content or product be easily found on a mobile as it can on a desktop? And if a customer is logged into their account and places something in their cart, can it be seen when they log on to your site from another device?

Want to find out how to put a customer experience strategy in place? Download our free whitepaper – the 2016 Customer Experience Masterplan.

Customer experience masterplan download
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