Is There a Perfect Customer Experience (CX) Formula?
Posted By Kade Wilcox | September 29, 2021
There used to be a time when CX (customer experience) was determined at the very end of the production life cycle.
A product was manufactured, shipped to a customer, and then, once it was purchased from an individual, the customer experience was evaluated.
Now, as we all know, the customer experience has migrated from the end of the production line to something intimately mixed throughout the process. However, just as the how and when of the customer experience has proven to evolve over time, so has its formula.
But why should anyone pay attention to the experience? Wouldn’t it be just as beneficial to linger a little longer on the product or the service and focus on producing something that is received REALLY well?
Well, in short, according to CX research conducted by PWC:
- “Nearly 80% of American consumers point to speed, convenience, knowledgeable help and friendly service as the most important elements of a positive customer experience.”
- “73% of all people point to customer experience as an important factor in their purchasing decisions.”
- “42% would pay more for a friendly, welcoming experience.”
- “65% find a positive experience with a brand to be more influential than great advertising.”
So, if CX is so critical to your company’s profitability, is there a secret formula to concocting the perfect customer experience?
90% science (proven strategies backed by data to inform a direction) and 10% art (prompting individuals to buy into your brand story and join in your mission to change the world)?
Vice versa? Or something radically in between?
The Customer Experience, Today
The CX has evolved dramatically from something fairly predictable to something highly dependent on both the interaction your clients have with your brand and the way you make them feel. While that might feel completely polar (emotions vs logic, for example), it’s actually very intimately intertwined.
We now live in an era with heaps of tools at our fingertips and that gives us both the ability to strategize, execute, and track the customer experience, but also navigate the waters at the drop of a hat without interrupting the flow of your business.
The CX Formula: Art and Science
Every business is unique and that means the formula for your particular company will vary based on the needs of your organization and your customers. However, keep in mind, it’s not one or the other but a healthy dose of both. As a precaution, once you and your team begin adhering, or even leaning, towards a particular bias, you’ll lose the customer experience completely.
Listen to your Customers
One of my favorite parts of sales is meeting so many new people. And most of these potential partners fall under two categories.
They’re either chomping at the bit to talk to me about their newest product or business idea in hopes of developing the first of many golden solutions in their business journey.
Or...they can’t wait to tell me about how difficult the business journey is and how hard it is to solve problems X,Y or Z.
While these conversations might sound a bit different in nature, they both allow me to practice flexing one of the key skills necessary in developing great customer experience: listening.
Now, this can be difficult for a few people, especially for those that are more data-driven, precise, and all go-go-go. But just like you can’t expect to do well in your first marathon without training and strategically building up training miles, you won’t get better at listening without practice.
However, even to that point, because CX is both art and science, you can harness analytics and data to help inform your progress (page views, drop off rates, traffic patterns and sources, behavior analytics, etc.).
Here’s the truth of the matter – not embracing feedback can lead to churn, and that’s a difficult wound to stop bleeding once it’s really going.
Feedback can come in a variety of different ways (Google My Business, for example) and is very beneficial to the health of your business. Feedback is so beneficial that there are multiple online reputation tools, like Birdeye and Podium, that can help.
However, in order to really have feedback work for your business, you need to acknowledge the art of the matter and embrace (read: not get defensive or offended) all of it – the good, the bad, and the in between.
According to a survey conducted by ReviewTrackers, industry leaders who choose to dive into feedback and have conversations with their customer base in a timely manner are far more likely to have higher online ratings than those who do not.
CX tools will hands-down come across as 100% science, but hear me out. In order to really flex the arts of empathy, listening, and care, you need to have the bandwidth to do those things with authenticity.
That means obtaining a CRM that helps you and your team manage feedback while simultaneously optimizing sales is super fundamental in excelling in CX.
Some of our the top tools currently on the market are:
The customer experience is a unique and delicate balance between science and art. For many business owners, as complex as it can initially sound, a healthy CX for your business gives you an opportunity to find the best and most sustainable formula for you and your team to operate.
But even better?
Focusing on your business’s CX reduces churn, increases profits, and keeps your business at the forefront of your industry far longer than those who neglect it.
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