Do you want to know what makes global e-commerce giant Amazon the most trusted and well-liked tech brand in the world?
According to a survey by The Verge, not only do consumers trust Amazon with sensitive personal details about what they purchase and data about their interests, they trust the brand almost as much as they trust their bank. And there is not one reason why Amazon is taking the lead in consumer trust. The brand has for years now spent billions towards improving its services, entering new markets and prioritizing the value and efficiency of its services. But what lies at the heart of Amazon’s success is customer satisfaction. It comes as no surprise, therefore, that Amazon ranked number one in overall customer experience, according to ForeSee's new Retail CX Rankings.
So when it comes to emulating a customer experience (CX) strategy, we all have something to learn from Amazon.
Why Invest in CX?
Customer experience is a hot topic in these times, simply because expectations amongst today’s consumer are sky high! Businesses need to know how customers perceive their interactions with them and that can only be possible by creating a successful strategy which is useful, usable, and enjoyable from the customer’s point of view. There are numerous ways to improve customer experience; however, customers essentially need to be at the center of ALL your business operations.
Companies such as Amazon, who have cracked their CX strategy, are known to deliver 17% of revenue growth within 5 years on an average, whereas those with poorer customer experience departments deliver 3% over the same period.
Creating an unforgettable relationship with your customers has tremendous benefits for your business including:
- Improved satisfaction: Most brands just work towards fulfilling customer expectations. The ones, who win, are the ones who are willing to go the extra mile, and exceed The opportunity lies in the ability to deliver what you promised and surprise your customer with extra care and support!
- Increased loyalty: Did you know to acquire a new customer costs 7 times more than maintaining an existing one? Why shouldn’t then businesses invest in existing customers than devising their strategies on finding new ones? Improve customer service, actually listen to them and show that you really care about resolving their issues – that’s all you need to win the trust & loyalty of your customer!
- Better trust: With countless online businesses spread over the Internet marketplace, how can your business establish trust amongst consumers? A strategy that makes the experience personalized & unique for your customer is key to building that trust, & helping you create longer, more fulfilling relationships.
- Brand validation: Consumer trust doesn’t come easy, but consumer advocacy is even tougher to achieve! Advertisements and promotions can only help you get noticed, but it’s what you do to create a seamless customer experience that will turn your customers into your advocates. Third-party validation is what customers look to before engaging with a business because, at the end of the day, word-of-mouth counts!
- Reduced competition: According to Jerry Gregoire, CIO at Dell, customer experience is the next battlefield. That’s because every online business out there is trying very hard to differentiate itself & catch the attention of the consumer. Listening to your customer & acting fast on their feedback can give you the competitive advantage you need to succeed.
Creating a bullet-proof CX Strategy
Now that we have established why having a CX strategy is so important, let’s get to the how part. How do you know you’re doing the right things for your customer? How do you know if you’ve covered all your bases? How can you make all your customers happy? It’s simple – create a strategy that is built around the customer. Here’s how:
- Work as a Team: The first step towards making a customer experience strategy is to identify your business’s core values and communicate them to all your employees – from the top management to the lowest rung. Once these principles are embedded into all areas of training and development, each of your employees will drive the behavior of your organization. Zonka’s Collaborative Response Manager, for instance, is a customer experience app that allows cross-functional teams to work together on feedbacks and enhance customer experience.
- Get to know your customer: Create customer personas for different types of customers and share them with your customer service team. In order to become a truly customer-centric organization, it is important that they are able to connect and empathize with the situations that your customers face. Knowing your customers, such as their location or preferences, will also help you personalize your page according to their needs, and can serve as a sign of respect for their loyalty and business.
- Get feedback in real time: The best time to collect customer feedback is soon after they’ve made a purchase at your online store. This will not only help you understand the customer’s buying pattern but also help you act fast to resolve any issues he or she would have faced while making the purchase. Survey apps are a great tool to collect post-purchase feedback over a variety of devices.
- Be omnipresent: With customers shopping from a variety of touchpoints, you need to make sure that your CX strategy adapts to all kinds of devices and channels. Social media, email, SMS, kiosk survey and Live Chats - these touchpoints are opportunities for you to communicate and engage with your customer, especially when they need help.
- Encourage employee feedback: Your customer care team is the one that interacts with your customers on a daily basis. Get to know its views regularly on what more can be done to enhance customer experience using tools that allow staff to share ideas and discuss customer management techniques, while also identifying training needs for each individual member of your customer support team.
The Bottom Line
Like most things in today’s marketplace, customer experience has changed – it’s more than person-to-person service and thanks to technology, companies can connect with their customers in new and exciting ways. Thanks to technology, multi-channel customer feedback systems such as Zonka help businesses get insights about customer loyalty, customer satisfaction and their experience with them, using the NPS, CSAT and the CES to help create a customer experience strategy that is bound to spell success.