Today’s customer is a discerning and demanding soul. In a world where we can gather information on even the most obscure subjects at the touch of a button, consumers expect to receive all the details they need at their fingertips. Providing that information, along with building strong relationships with people and understanding how they shop, communicate and think is essential if you want to stay ahead of the competition and grow a network of loyal, satisfied customers.
So what makes a really great customer experience? We’re all different, so it’s highly unlikely that a group of 100 shoppers will all say the same thing. There are a number of factors that come into play when it comes to creating the sort of experience that people will want to repeat; from packaging, lighting and music to marketing, social media and good old-fashioned customer service. Ultimately it all comes down to the customer experience same thing that customers want to feel like you care about them rather than just taking their money. Even in today’s digital world, us humans still crave contact with other humans and like to know that we matter.
Just like with other relationships, it’s the little things that make the difference. Paying attention to birthdays, thank you messages and friendly social media interaction all go a long way towards making customers feel valued. Intelligent, targeted marketing campaigns that show you understand who they really are can convert a one-off buyer into a lifelong customer. Special offers and reward schemes can help build a sense of belonging, and genuine messages thanking people for their custom will help them remember you in future.
How to measure customers experience?
It can be tricky to get a clear view of customer experience – often, people only take the time to businesses know how they feel about a product or service when they have a complaint. If their experience is average and someone else offers something better, you may never even know they were dissatisfied until you see your sales figures drop. Social media is a great way to stay in touch with customers to measure customers experience but if you really want to get to the bottom of how your team is performing, it’s worth considering a mystery shopping programme or regular surveys. If you’re using surveys, it helps to offer incentives like money off vouchers or prize draws.
Essentially, even though we like to use technology to buy stuff, we still like to build relationships and feel like we matter. If you give your customers what they need, and go the extra mile to put a smile on their faces, chances are they’ll be back for more.
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