The first step in customer experience strategy is to have a customer-centric vision. Remember that communication with your team is crucial to achieving this. The easiest way to put out this vision is to establish a set of regulations that act as guiding principles. These regulations will guide your organization's behavior. Every member of your team must know these and be integrated into all areas of training and development.
2. Do a know-your-customer (KYC) exercise
To truly understand the customer's needs and wants, you must empathize and identify with the situations they face. One solution to do this is to create custom characters and tailor each character to your customers' general characteristics. You can make them more realistic by assigning names and ages to these characters.
After creating the characters, reevaluate your work from each character's perspective and identify your shortcomings.
3. Build an emotional interaction with your customers
The best customer experiences are obtained when a team member forms an emotional bond with a customer. One of the best examples of establishing an emotional connection is taking notes on things that might be personal. For example, you can give a discount to a customer who says he has lost a relative, undertake the return costs, and delay the transactions for a certain period if necessary. A consumer study found that more than 50% of an experience is based on emotions. Emotions shape attitudes that guide decisions.
Because customers are emotionally connected, their loyalty increases, and they remember how they felt when using a product or service. A business that emotionally optimizes its connection can outperform its competitors by up to 85% in sales growth.
4. Do not be late to collect data
How do you know if you're delivering a great customer experience? You can collect data through various automated tools, such as post-interaction surveys, email, mobile app, online surveys, social media, or call centers.
It is crucial to designate a specific customer support representative to receive customer feedback and show each team member the difference they have made in the company. However, while doing data collection, it is helpful to ensure that you collect data with permission within the framework of the rules set by KVKK and that you do not act too insistently to collect data.
5. Act on the information your employees provide
Most organizations have an annual poll process in which their employees are voted overall. With these surveys, you can find out how much they are dedicated to the work and evaluate the services offered by the company.
Apart from annual feedback, you can also use tools that allow staff to share their ideas to improve the customer experience and managers to see what the team thinks about the business.
For example, project management software or social media tools can create an environment where your organization provides continuous feedback.
6. Measure the return on customer experience improvement efforts
How do you know if your investment in software, services, processes, and technologies is working for you? The answer is in the business results. But measuring customer experience is one of the most prominent challenges organizations face, so many businesses use the "Net Promoter Score," or NPS, which collects direct insights by asking a straightforward question: Would you advise this company to a friend or family member?