But what makes a customer’s experience great?
In a recent survey, we uncovered 6 killer elements of stunning customer experience programmes, and we are going to share them with you. Stay tuned.
1. Exceeding Expectations
According to polling data, meeting a customer’s expectations is the most critical goal to put in the forefront of a great customer experience programme.
One company that’s mastered customer experience is Apple.
To the tech giant user experience is central to it’s business model. As such, Apple designs it’s retail operation to be a kinesthetic learning experience, and not just a purchasing one.
By setting the expectation that an Apple Store is more than a retail outlet, customers trust the brand will make it easy for them to adopt technology.
When Apple delivers, they benefit by creating lifelong fans of their products.
2. Establishing Rapport
Building rapport is the vessel that turns a transaction into a customer experience. Being savvy at rapport building within your customer base means understanding the customer persona.
Once you understand the motivations driving customers to your products, it’s easy to use those things to establish rapport and drive engagement through marketing and social media.
3. Conflict Resolution
Addressing customer conflicts was the third most important factor to overall experience.
It’s plain to see why. In a digital age of eCommerce, people want to know what they see online is what they get.
But for savvy businesses, addressing conflict goes beyond the transaction and anticipates things like security concerns, responding to negative customer reviews on social sites, and of course, having a clear return policy.
No two customers are alike. And the sooner businesses get on-board with personalization, the sooner they can boost their business.
"Personalization at scale will continue to grow as a trend that will enable distinctive and memorable experiences.”
Dutta Satadip, Global Head of Customer Operations, Pintrest
5. Seamless User Experience
When it comes to creating a seamless experience, some companies are taking a page from Uber’s playbook.
Traditionally, hailing a taxi caused a lot of pain points for customers. Some of these include:
- Not being able to find a cab when you need one, or waiting in long lines.
- Shortage of cash on hand for payment or tip.
- Unfriendly, unpredictable cab drivers.
Uber’s app addresses each of these concerns, offering the most simple seamless experience on the front end for customers.
As a result, Uber has disrupted, if not uphended, the taxi cab industry completely.
6. Developing Trust
Finally, in order to deliver on customer experience, businesses have to inspire trust.
Following the five above mentioned elements to a successful customer experience programme is certain to establish a level of trust, in and of itself.
When coupled with a company’s desire to be forward-thinking, innovative and invest in technology, this all paints a picture of trust for today’s consumers who value ethics in business.