Try to nail your first one as you get started, then expand your customer experience across the rest of your customer base. Whether it’s using technology to enhance your customer experience or a discussion starter campaign, there are a whole slew of ways to make sure your website is leading the way.
Here are six things you need to keep in mind when creating a delightful customer experience:
1. Customer service should extend beyond the website
The website should be a great starting point for creating a customer experience, but it shouldn’t be the end of it. You should always try to touch customers’ lives beyond the website. Take feedback online, offer multiple choice options in surveys or use a chatbot to speak with customers in more convenient ways.
Additionally, do keep in mind the customer’s journey from customer decision-making through customer service.
Want a better understanding of what people are thinking about your brand? Delve into customer feedback data and try to identify the phrases, feelings, impressions, and conversations your customers have with each other while they’re experiencing your brand.
2. Navigate the Customer Lifecycle Strategically
To create a memorable customer experience and ensure ongoing engagement, think through the customer lifecycle with a long-term view. Understand what your customer wants in the first moment and what they want in the future before you start your conversation.
Then serve them in a way that gives them the best chance to purchase or become a happy customer. Look at past success stories from your customers, determine which issues are most relevant to your business model, and design your customer journey to align with their feedback. For example, for a lending software business, if you wanted to acquire new customers, you would conduct in-depth interviews with potential borrowers, ask them about their financial goals, and measure their financial performance over time.
3. Create a repeatable sequence that sells
While there’s nothing wrong with giving people product ideas on a whim, offer a consistent and clear selling sequence that mimics this essential marketing principle. Not only is this incredibly valuable to your customers, but it also allows your content to generate unique user value, automatically aligning your content with what people find meaningful.
Put yourself in your customers’ shoes and identify your unique selling point.
4. Market your content when your customers are talking
Everyone loves content, so all you have to do is offer up unique content to people who are thinking about it. The magic is creating relevant content for people at different stages of their customer journey by examining conversations that your brand is already having on social media.
You could compile a wealth of knowledge that you can spin into engaging content for your prospects, and use a simple algorithm to promote it to people waiting for more information.
5. Create a Conversation by Starting Conversations
Be proactive in your customer experience by creating a conversational tone so that you can both get more interaction with your customers and maintain control over your brand’s reputation. If your customers notice that you’re being proactive, they may start using their questions to convey their own thoughts or turn them into delightful content. Mention key topics of interest during a conversation with your customers, encourage questions, and respect their privacy by not sharing any confidential details.
6. Cultivate a customer community
Community members can boost a client’s visibility on social media, create anticipation around events, and even promote your brand to highly influential individuals. Those customer s can also participate in live Q&A sessions, recommend your products and services, and become advocates for your brand.
Over the past year, we’ve worked with our customers to create a number of experiences that are amazing, and that ultimately lead to happy customers. The following are our Customer Success success tips and insights from observing these experiences. Approach the customer in the most impactful way possible
The best customer experiences live up to the name, and then some. They’re emotional. They tackle problems in some creative and innovative ways. Whether it’s a simple thank you or going above and beyond to delight a customer, crafting messages that force a customer to open their eyes and give a soulful response, can lead to something extraordinary. We urge our customers to take this tip to heart, and to approach every customer the same.
When creating customer experiences that deeply delight customers, make them feel they have truly been listened to, and that you’ve understood their needs. Let your problems speak for themselves
The great thing about creating better customer experiences is that customers are happy to share them with others. When creating customer experiences that are easily resonant with customers, they are more likely to share these with their peers – customers beyond your customer base. This means a better customer experience can eventually lead to greater success. Our customers make excellent use of these experiences to increase their growth, including the post-incident customer experience; ensuring that customers are brought back to their desired action following a product transition; and helping to increase repeat customers. Deliver complex, repeatable customer experiences
Customer success managers often struggle to stay on top of their customer’s needs, because they need to try so many new things to drive the greatest impact. This is a natural part of starting a new company – and the importance of having that variety of customer experiences – but, it can still mean that your efforts can fall short.
A good customer success manager will be able to automate a customer’s interactions with your product by implementing and testing many different customer experiences. They should also be able to provide hundreds of new versions of the same customer experience that they’ve tested. For instance, you could use your customer’s complaint feed to provide a whole new, specific customer experience – without any of the work of attempting to generate new problems. Provide support for a longer period
Once customers are happy with your product, it’s important that they stay committed to your product. We must advocate for product adoption from the customer in the form of frequent self-support and training, and they are much more likely to stick with your product as long as you make every effort to help them along the way. It is also important that customers are able to seamlessly transition their support needs between solutions – particularly post-incident support. They should see no need to jump between products or training channels in order to obtain support, and even in the event that they need more support, we aim to educate them using Customer Success to ensure they are able to find the right person for the right support.
Continue to review, and reflect on these customer experiences as they happen
Most of the customer experience you create with customers will never be perfect. We encourage our customers to take the time to constantly review, and evaluate their customer experiences. Regularly capture and document customer feedback, which should focus on both the process and the outcome. You should always encourage direct conversation with customers, so your Customer Success team can work through their conversations and provide any insights that may add to the customer experience. Once you have the feedback, use it to inform next steps – but make sure to focus on gathering and recognizing the insights that tell you what is working well for your customers, and what isn’t.
Our Customer Success team is designed to play this role, which is an important one.