Customers have nearly limitless choices. How you treat them is usually more important than marginal differences in cost.
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Competitive product quality in addition to cost aren’t enough anymore. There’s no mistaking the fact which customer experience (CX) is usually a focus as a brand differentiator. According to a worldwide survey by Salesforce, 79 percent of consumers prioritize CX just as highly as products or services when doing business using a company. If which isn’t enough, according to 67 percent of respondents, their expectations are the highest they’ve ever been.
CX has emerged as a differentiator, largely thanks to e-commerce giants like Amazon which make which easy to browse in addition to compare millions of product prices all in one place. Combined with globalization in addition to the broadened reach of manufacturing in addition to supply chains, the result is usually which high-quality products in addition to decent pricing are no longer enough to get a brand noticed. Instead, the companies which rise to the top are the ones which deliver a superlative CX.
Related: 4 Ways to Differentiate Your Brand in a Congested Marketplace
Many executives worry about incurring unsustainable costs in their efforts to drive customer loyalty, nevertheless delivering a top-notch experience doesn’t have to mean breaking the bank. Even if you don’t hold the budget of these big names, you can still follow their lead to improve your customer experience.
1. Extend hospitality like Apple.
Just one negative experience is usually enough to send 17 percent of formerly loyal customers looking elsewhere. If customers who already love your brand can leave after 1 bad experience, imagine the costs of doing a poor first impression.
which’s why, before the company ever opened a retail store, Apple sent its future managers to attend training hospitality seminars put on by the Ritz-Carlton hotel chain. The takeaways? Apple employees today follow the same three steps of service: a sincere greeting, fulfillment of needs in addition to a farewell using the guest’s name. The hospitality paradigm is usually important across all industries.
Related: How to Differentiate Your Brand With Customers Who Crave Experiences
2. Make your brand accessible like Hulu.
You can’t get valuable customer feedback if your customers have no way to get in touch with you. in addition to if you can’t get feedback, how will you maintain in addition to improve your brand’s CX?
When video streaming service Hulu was anticipating rapid growth, its customer service was primed for scaling. Thanks to a contact center created in partnership with Twilio, the Hulu team was able to sustain a customized support experience throughout the growth of its premium subscription, Hulu Plus.
Even as Hulu has become a content delivery powerhouse, the company stays laser-focused on customer service. Twilio’s API integrates with Hulu’s CRM, allowing agents to access all the user information they need to provide high-quality, personalized service. If no support representatives are available, customers can schedule a callback time, in addition to the CRM will automatically call when someone becomes available.
Related: The 3 Questions You Must Answer to Make Your Brand Stand Out
3. Personalize recommendations like Amazon in addition to Netflix.
According to a study by KPMG, personalization is usually the most important of six CX components. The bigger your inventory gets, the more critical which is usually to personalize content.
Consider Netflix. which incorporates a titanic customer base in addition to an overwhelming catalog. A customer won’t wade through 1,569 TV shows in addition to 4,010 movies to find the most appealing one. Amazon incorporates a similar situation, with 564 million product listings inside the U.S. alone. The answer, of course, is usually personalization. By doing data-based, relevant product suggestions to customers, your brand with feel more accessible no matter the size.
CX is usually critical, in addition to which will only grow in importance as the globe’s best companies continue to set the bar higher. As you make improvements to your own practices, keep one eye on the leaders in your industry to stay abreast of the latest trends. Refining the customer experience is usually a journey, not a destination — as long as you’re striving to improve, you’re on the right path.