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Customer Experience

4 simple ways to improve your customer experience

Andy Sheats
Smarter Writer

Andy Sheats is passionate about online platforms and how they change the way organisations build customer relationships

Andy Sheats
Smarter Writer

Andy Sheats is passionate about online platforms and how they change the way organisations build customer relationships

Want your client base to grow and stay loyal to your business? Follow these basic steps on how to improve your customer experience and enjoy the long-term benefits.

Building quality customer relationships is an essential part of doing business. It can also be quite challenging, particularly for modern businesses relying largely on their online presence over face-to-face conversations. Fortunately, it’s still possible to satisfy customers and increase customer experience in today’s business world. The trick is to provide a smooth customer journey based on simplicity, ongoing support and good old-fashioned customer service with a contemporary twist.

customer principles graphic

1. Give customers what they want – and what they need on their customer journey.    

As people move along the user journey from prospective customer to buyer, they often encounter small triggers with the potential to have a big impact on their purchasing decision.

A lack ofunderstanding about your products or services might interrupt that customer journey. By using customer journey mapping to identify potential trigger points and providing useful tools and information along the way, you can improve the customer journey,  This will help you reinforce the value of your offer and help your customers find get what they’re looking for quickly and with ease. In other words, try to give people what they want and need. Remember, the tools you provide do not have to be complex. In fact, the simpler the better.      

2. Show that you appreciate your customers and care about more than sales    

Your business should always make your customers feel valued and appreciated. And by your business, not only when it’s time to renew a contract or pitch a new product. Showing people that you care about more than sales is essential to building customer satisfaction and maintaining strong customer relationships. There are plenty of things you can do to connect with customers. For example, you might offer unexpected loyalty discounts or surprise people with special offers on their birthday. The rewards don’t have to break the budget to boost engagement and keep those lines of communication open. 

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3. Make it easy your business to engage with customers and vice versa.

Keep it simple! If you make consumer engagement hard for your customers by asking too many questions, or having multiple data entry fields to be validated, you might be creating an unnecessary barrier to sign-ups and sales. These frustrations have the potential to break the relationship.  Instead of offering only a product or service, it’s worth creating value and meaning that is greater than just the solution itself to improve customer engagement.

4. Build customer relationships that improve their lives   

To do this you need to build a relatable brand that your customers genuinely like. Maintaining customer relationships can feel like a lot of work but when you connectwith customers the more value they see in being your customer and the more likely they are to be a long-term customer. For example, building customer rapport via a localsponsorship can showcase your support for the local community. This won’t necessarily translate into immediate sales, but it may lead to tangible business outcomes in the future. 

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Originally published 24th August 2015. Updated July 31st 2019.

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