No matter your profile, businesses are continually striving to improve their customer experience. This is necessary to keep pace with ever more demanding customer expectations. But often, as companies up their game, the increasingly tech-savvy customer moves the goalposts once again. However, it is possible to keep a step ahead using Customer Relationship Management systems and tried-and-tested techniques to enhance your customer interactions.
What you will learn in this article
- Who is investing in customer experience is important
- 4 hot tips for improving customer interactions
- How you can apply these tips to your small business
- Dealing with even the neediest of customers
- How to get started with CRM
Why customer experience is crucial
Today, an estimated three-quarters of companies say they are actively investing in customer experience technology. And they are doing so to obtain a competitive edge, delight customers, and boost their sales revenue.
And it’s not solely large corporations; it’s small businesses too. However, with many CRM vendors promising friction-free customer interactions, it’s tricky for companies to select the right platform to support their ambitions. Handily, this article outlines 4 killer techniques to next level your customer experience.
4 top tips to become a customer interaction guru
Here are 4 proven techniques to impress customers, even the needy ones.
Customer experience is everyone’s responsibility
Traditionally, companies have viewed customer experience as exclusively in the hands of your customer service department. But times change. The biggest of these changes has been in customer attitudes, thanks to technology and vendor options.
As a result, businesses of all dimensions are attempting to keep pace with the rapidly shifting business reality. This has manifested itself as customer experience taking on a broader remit for everyone in your team.
According to Deloitte, the main reason is changing demographics. For example, millennials now form the largest segment of the B2B and B2C customer base. They are tech-savvy, informed, and have specific buying habits that are very different from previous generations.
For companies striving to enhance their customer experience, this means rolling out customer experience initiatives company-wide.
Cultivate customers who give you repeat business
Pay attention to existing customers as they are your biggest source of repeat business and generate the lion’s share of your company’s revenue. Acquiring new customers is wildly expensive, and anything between five to twenty-five times more costly than retaining an existing customer.
To retain existing customers in your portfolio, you need to offer them smooth and streamlined interactions with your company and an exceptional customer experience. Fail on either, and they will look elsewhere.
Gartner, for instance, reckons that happy customers are nearly 75% more likely to buy again than those that are dissatisfied. If true – and it almost certainly is – the onus is on you and your team to increase your service quality to existing customers. By offering the best possible service you can muster, the likelihood of keeping them on the books and increasing sales is vastly improved.
Make it easy to get help and resolution
Do you know how much time it takes for a customer support ticket to be resolved? If you don’t, you’re probably not tracking your Customer Effort Score (CES). This is a metric that gauges the ease of customer interactions and the resolution of requests. The better your score, the higher your customer loyalty.
However, the score is not just about the speed of resolution; it also considers the callback rate. For example, while dealing with a technical problem, your CRM customer profile flags that the customer’s subscription is almost expired. Being proactive and asking about subscription renewal will prevent a callback.
Again, it is the customer overview made possible by CRM that has improved your CES. But not only that. You have scored on customer experience at the same time.
Another CRM benefit you may not have considered before is employee empowerment. This, of course, goes way beyond bolstering morale within your team. Employee empowerment has been linked to better job satisfaction, work commitment, and improved job performance.
The obvious conclusion is that empowering employees will also make staff more likely to put extra effort into their work. And this includes stepping up to improve customer experience as a company-wide responsibility.
A CRM system is a major win in this regard as you are giving staff easy access to the tools, resources, and system that will help them be more effective in their work. If your team can work smarter, they will reflect this in how they help customers.
Investing in a CRM system goes a long way to creating an innovative culture in your company. In this work environment, employees, no matter which department they work in, feel able to look for novel and comprehensive solutions to customer requests. Indeed, sometimes the neediest of customers are the ones that present the best opportunities for your company if you get the customer experience right.
How to get started with CRM
The three-letter abbreviation that always pops up in a discussion about improving customer experience is CRM. In a nutshell, it’s a system and technology to manage all your interactions, gain more sales, and put your customer experience level into class-leading territory.
All of the above tips are best managed from a CRM system. It’s a single platform where you conduct all your business, store data, and mine it for actionable insights to grow your company. As time is short for any small business owner, here’s another pro-tip regarding CRM. Give on-site CRM solutions the broadest possible body swerve. Focus solely on cloud-based CRM solutions as these are:
- Way more affordable
- Easier to implement
- User-friendly and intuitive
Customer experience is king. Without a class-leading customer experience, prospects, leads, and clients will head to the exits. The surefire way to enhance your customer experience and grow your small business at the same time is a cloud-based CRM solution. Contact us today. We are cloud CRM experts and fully invested in helping small businesses make a success of CRM.