4 rules for enhancing customer experience

person using tablet

Customers go where they are welcomed and where they feel treated as individuals. Even mass merchants that deal with thousands of customers every hour know that every transaction is the result of a single customer finding the product or service that fits an individual need.

Physical stores and online vendors face the same issues in different ways, but they need to apply the same strategies and make certain to present their customers with the very best experiences possible.

These four guiding principles can improve the customer experience:

1. Define your customer experience

Different companies want to interact with their customers in different ways and that variation is how companies differentiate themselves from their competitors. Customer loyalty depends on delivering the company persona that makes sense and is consistent with the company’s brand.

The interactions and the attitudes presented to customers need to be documented and published so that hiring managers know the kind of people to look for when filling positions and so that they can ensure new staff members understand their roles.

2. Deliver a consistent experience

Customers interact with different segments of the company for pre-sales information, delivery, implementation, and support. Every encounter with the company must present the company’s defined persona consistently.

The customer experience should be the same across all forms of contact, whether by phone, chat, email, or personal interaction. In addition, staff members should be able to access customer profiles appropriately so that customers don’t need to repeat their explanations every time they make contact.

3. Every customer is an individual

Markets change and it’s important to stay in touch with customer needs and desires.

Surveys are one way to get a broad-stroke understanding of what customers want, but nothing takes the place of making direct contact with customers when they are interested in doing business. This kind of contact can take the form of in-person meetings in stores, chat sessions while online shopping, and phone calls during pre-sales calls.

In every instance where the customer is seeking information, the company representative should be probing for specific guidance on the customer’s preferences, not only so they can deliver what is wanted, but so that the customer understands that they are being treated as an individual.

4. Make the most of your technology

There is a difference between leaning on technology to take over the work of individuals and to reduce the costs associated with hiring qualified staff – and using technology to collect, store, and deliver information when it is needed.

Companies should implement the right technology solutions for the right purposes.

For example, customer relationship management (CRM) systems are great for keeping track of customers, their preferences, their purchases, and conversations. That information can be used to customize interactions when the customer is ready to make another purchase.

Similarly, web analytic tools help identify customer interactions with company websites, helping companies spot trends so they can lead customers to their most advantageous purchases.

Customer experience is one of the most important parts of business and one that continues throughout the lifecycle of the customer’s interaction with the company. It is arguably the most important job of the company, second only to the company’s products. Take the necessary steps to assure your customers get the best impression and best experience and come back for more.

Scott Koegler Writer Sponsored Post About Scott

Scott Koegler is a technology journalist with a specialization on the intersection of business and technology. All opinions are his own. AT&T has sponsored this blog post.