In today’s competitive era, products and services are no longer the differentiators for business; customer experience is all that counts.
Each experience starts the moment a customer learns about your brand, and carries throughout the lifecycle at every touchpoint. In this cycle, customers expect rewarding, intuitive, and personalized experiences that help them fulfill their tasks along the way.
As a marketer, it’s your job to learn and identify where you can make the most impact and create memorable customer experiences for your brand. Here are 7 easy ways you can create customer experiences that build brand value.
Identify Who Your Customers Are
Before you strategize on how to improve customer experience, you need to understand who you’re talking. Buyer personas, or semi-fictional representations of your ideal customers, let you visualize and identify ideal customers based on (but not limited to):
- Basic demographics
- Behavioral data
This lets you segment customer accordingly and identify better ways to interact with them along their journey.
Don’t imitate. Innovate!
In one Forrester survey featuring 100 customer experience experts, 58% of respondents said their companies base customer experience innovation on what other firms do. 72% said that they outright copy their competitors.
Many companies don’t understand the risk of copying their competitors. Not only do you lose credibility, what works for another brand…may not work for you.
Remember, innovation doesn’t have have to mean coming up with an entirely new way to do customer experience. It starts with understanding what your customers value most.
When you start there, you can identify you’re differentiating purpose and optimize— no matter what industry you’re in.
Design brand-specific tools
Some of the most exciting customer experiences are tied to the brands that developed them first. For example, the IKEA illustration system for furniture assembly instructions.
Think about your first piece of IKEA furniture. The simple layout of their instructions have become strongly associated with the brand. Sure, it may have taken you 5 hours to build that one bookshelf, but it could have been worse.
This type of customer experience has become a key identifier for IKEA. To the point of when you open any piece of flatbox furniture and look at the instructions, you think of IKEA.
Don’t Use Technology As a Prop
Some brands use technology because they think they have – many efforts leading to failure.
Note that technology is not the issue here, but using it without considering the needs of your customers is. An example of this is a multinational vehicle insurance company that developed an app for users to call agents in case of an accident.
The idea looked great in theory, but it didn’t work. The reason was because drivers didn’t download the app before they got into an accident. After all, you don’t anticipate getting into a car accident. And when you do, the last thing on your mind is browsing the app store for an app.
Make Each Interaction Easy and Effortless
Most customers don’t want promises; they want action.
Choose to reduce customer effort to complete their task over delightful tactics. This doesn’t imply to not aesthetically please them at all, but invest more in good UX so they put less energy into solving their problems.
Listen To What Customers Are Saying
Social media is key to help improve customer experience. Why? Because users openly discuss their frustrations and criticisms about everything with their friends. Sometimes it’s harsh, but they speak their truth — and this is something you can capitalize on.
Tune in to what your customers are saying about your brand and tailor experiences to what they need. If they are expressing anger or immediate concerns, respond in under 24 hours to show customers that care about their needs.
Focus on Excellent Customer Support
Want customers to rave about your brand? Its simple: Deliver outstanding customer support. Your support team is the voice of your brand, so keep them up to date on what going on.
Let your support teams collaborate with product teams so you can close the gap between customer needs. This will empower employees to apply their own creativity and judgement to the cause and create a better experience for everybody.
Want improve customer experience for your brand? Contact Brandsonify today to see what we can do for you.
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