How to Improve Customer Experience

每个客户服务代表都可以与突然与客户进行意想不到和不愉快的互动的焦虑感有关。但是，在短暂的时刻，您的热情和乐观的问候受到了直接，敌对的报复，您是否想知道这种挫败感来自哪里？

I've worked in customer support for more than a year at this point. And, after encountering this time and time again, I wanted to know why these patterns emerged, and more importantly, how to fix them.

I started paying closer attention to these cases and what surprised me was that with most of these angry customers, the frustration didn't originate with the support rep. Think about it — when you call a support line, it means you have a problem that needs to be fixed.

On the customer support rep's end, this can leave them fighting an uphill battle before even hearing the customer's problem. Instead of being the source of dissatisfaction, the customer service team ended up working as the feedback mechanism in a much larger customer service ecosystem, called customer experience.

Customer experience, or CX, is the customer's overall sentiment of every interaction that they have with your company. This evaluation runs parallel to your inbound marketing approach, beginning with the first point of contact with the customer and ending with your feedback outlets.

Customer experience accounts for what happens leading up to the support phone call and why the overall customer experience with your company is resulting in the frustration observed. While a positive CX can be the catalyst for a loyalcustomer base, a negative experience can influence potential prospects even before they interact with your company. Being proactive in your approach to CX can not only help your team solve these tricky customer situations but create a long-term game plan for problems that may occur down the road.

Ready to build a better experience for your customers? Check out these tips that can help you get started.

是什么影响客户体验？

在我们深入研究如何改善客户体验之前，让我们回顾一下客户的乐趣和挫败感。

To find this out, we surveyed nearly 300 people to see what made a customer experience positive or negative.

根据69％的受访者的说法，消费者对客户体验印象深刻的主要原因是服务团队很快做出了回应。

38% of those surveyed said their customer experience was great because the problem was solved.

For 28% of respondents, they were impressed because the service rep listened to and understood their needs.

查看下面的图形，以找出其他品牌客户服务体验给客户留下深刻印象的原因。

数据源

While learning about positive customer experiences is great, we also wanted to know what made a customer experience negative for the consumers. Again, we surveyed nearly 300 people to find out.

根据47％的受访者的说法，客户体验令人沮丧的主要原因是他们无法在公司网站上找到联系信息。raybet电子竞技

Additionally, 33% of people have been upset because they had to deal with long hold times.

29％的被调查人员不断转移到不同的代表时，他们的客户体验很差。

Check out the graphic below to find out the other reasons customers were frustrated with a brand's customer service experience.

数据源

Now that we know what delights and upsets consumers, let's dive into how you can work on improving the customer experience.

1. Illustrate the customer journey.

更加积极re you embark on a company-wide initiative, it's probably wise to preface it with a game plan. In most cases, creating acustomer journey mapis a great place to start.

A customer journey map is an outline of every step your customers go through when interacting with your company. This includes engagements that extend beyond just purchasing the product, like social media engagements, online advertising, and customer service cases.

Featured Resource:免费客户旅程地图模板

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构建你的地图时,一定要考虑一个响了e of perspectives from your internal stakeholders. Insights into the customer journey are embedded across every part of your company so it's important to include opinions from all of your team members (we'll go into more depth on this in a moment).

考虑到客户体验的销售前和销售方面，这也是必不可少的。虽然将大部分专注于导致销售的互动的重点大部分可能很诱人，但后销售对于建立完整的客户体验同样至关重要。考虑客户与之互动的不同接触点以及这些体验如何影响客户的观点。

By mapping out these interactions into one spectrum, it makes it easier for employees across your organization to visualize the overall customer experience. It will also improve their individual understanding of thecustomer's needsand expectations as they can pinpoint exactly where their work will influence the customer's journey.

With this understanding, your team can better identify the gaps between their desired and current performance and refocus efforts on new areas of your customer experience that could stand improvement.

2. Equip and uplift your employees.

客户的大部分经验可以归因于他们在买家旅程中与之互动的。如果员工认为他们没有有效地完成工作或感到不被评估的所需工具，则可能会影响他们的表现能力。

To uplift your employees when current customer experiences aren't up to par, you can:

• Identify common employee pain points through员工反馈工具
• Review current systematic process (from contact center protocol to CRM software)
• Amend processes to foster a more positive CX experience

It's also possible for customer experience to dampen from employees not meeting expectations that the company culture promises. Evaluate if your upper management, managers, and employees all understand the values and tone expected of the company culture, and adhere to it for each customer.

Making sure the employee experience is positive can increase the probability of delightful customer experiences.

3.从多个内部角度审核客户体验。

Since the customer journey is affected by every facet of your business, it's imperative that you don't focus on only one department when conducting an audit of customer experience. As we briefly mentioned before, customers interact in some way with every part of your business, so to gain a complete picture of CX, you will need to consider the unique perspective of each one of your internal departments. Here are three to get you kick-started:

营销

Your marketing team will most likely be focused oncustomer acquisition, so they will have the best insight into brand awareness and user expectations. They will understand what content your visitors are consuming most, and what will generate the most qualified leads. Surveying your marketing team will help you understand how people are finding your business and what you can do to better shape your reputation leading up to a sale.

Sales

销售将深入了解客户关系的早期阶段。他们与客户处于前线，他们的互动揭示了真正激励个人潜在客户的原因。销售团队成员有有关客户每天遇到的挑战的信息，以及他们期望您的产品或服务如何解决这些障碍。对于不转换为客户的潜在客户，您的销售团队可以帮助您了解从产品报价中了解什么导致了这一错过的机会。

Customer Service

It's important to know that what you're communicating in your sales and marketing processes actually align with your customers' real experiences. Your customer service and success team can provide insight into this reality as they're typically the first line of communication for feedback and product frustration. They hear honest feedback from customers on a daily basis, so welcome their perspective on what is causing the most problems for your customers.

例如，他们可以告诉您在支持电话期间问哪些问题最多，以及您的反馈论坛上哪些主题正在生成最多的活动。在SaaSbusiness, the support team works with the user interface the most, so surveying their thoughts on the product can be a great way to address technical pain points.

4. Dedicate a clear focus on this initiative.

您的客户体验不会在一夜之间发生变化，因此，向整个公司展示明确关注您的新计划很重要。raybet电子竞技奉献某人执行您的客户体验计划。此人可能是客户成功副总裁，首席客户官，客户成功经理等。交流变更，促进运营，组织研究分析并执行任何必要的措施，以确保您对CX的新方法是在您公司的所有部门之间保持一致。raybet电子竞技

如果您坐在那里认为这可能是一个极端的步骤，那么经济学家情报部门在新的researchthat companies that prioritize customer experience more often demonstrate higher revenue growth. While it's common for change to be met with resistance in some companies, investing in your customer experience strategy early can end up paying off for your business down the road.

When trying to implement new initiatives, you may see hesitation from more senior leadership that's rooted in their traditional approach. You will need to be sure to rally these employees to get on board as it will demonstrate a consistent show of support for change at higher levels of your company. At the end of the day, employees are going to follow whoever is in charge, meaning that failure to align senior leadership around customer experience can result in three detrimental roadblocks:

1. 公司与客户之间的互动不一致raybet电子竞技
2. Gating of information that could be potentially helpful to customers or employees
3. Overall lack of support from employees

5. Personalize interactions with customers.

Depending on the scale and scope of your company, “personalize” can take on many different meanings. Personalizing experiences for your customer can help form a bond between brand and buyer. For instance, providing vouchers to the customer after their first purchase can personalize their experience and make them brand loyal over competitors.

Personalization doesn't have to just be a discount, it can take on many forms:

• Thank you letters or emailsto customers after purchase
• Customer follow-up surveys
• Dynamic website offers based on user preferences

Making the customer feel valued even after the sale is made is a great way to boost the overall customer experience.

6. Distribute customer experience data to your entire team.

If you want to get your entire company on board with your shiny new customer experience plan, then it's important that everyone has access to your findings. Keeping your employees in the loop regarding the conclusions you have found from your research will help your team optimize daily internal processes such as customer routing, workflow automation, and client tagging. Not only that, but distributing customer insights across your entire company can also help:

Address Customer Needs Faster

According tometasaas, 31% of SaaS licenses end up going unused, making it even more important to fix customer roadblocks as quickly as possible. Having data regarding where your customers are likely to face obstacles will help your team prevent user frustration and smooth over any confusing pain points in the customer's journey.

Improve Product/Service Quality

As we mentioned earlier, your customer service or success team will be able to provide insight on how usability issues with your product or service is affecting the overall customer experience. By having leaders and contributors from your success team meet with your product team, you can review top support ticket categories to identify the most common issues related to usability.

在crease Upsell Opportunities

Your sales team will have an easier time identifying畅销opportunities as they will have a better understanding of the best timing to reach out to customers. They can pinpoint specific opportunities on the customer's timeline to reach out with re-engagement initiatives (like a product add-on) which can increase overall revenue over time.

7. Learn from churn when it happens.

According to research fromBain & Company，如果您可以增加客户保留率5％，则可以将公司的利润增加25％至95％。raybet电子竞技一个好方法是使用应用内分析来分析参与度较低的客户体验领域。

低参与度通常表明更高的风险customer churn, especially in the SaaS industry. It will help to create an engagement correlation that can help you identify which customers have the highest risk of churn. You can use user app analytics to determine what percentage of engagement will result in the highest likelihood to churn then set up a monitoring system to alert your customer success team if a customer approaches that value. This gives your team the opportunity to proactively reach out to solve a problem before it's too late.

即使对于您无法阻止搅动的客户，也一定要找出为什么他们决定继续前进的原因。为客户提供多个渠道，以留下反馈并认真对待他们的意见。如果您真正专注于为客户创造更好的体验，那么您应该想听听公司返回的情况。raybet电子竞技使客户可以轻松取消其帐户，但要利用您的成功团队确切了解该客户决定取消的原因。

8. Consider customer experience with UX/UI design.

考虑客户体验开始的地方。更加积极re a potential customer makes it to a customer support rep, they will perform some of their own research before formally reaching out for help.

It's imperative that your company website is easy to navigate and clear in its offerings.

88%of users are less likely to return to a website after a bad user experience. To avoid complicating customer experience, have your engineers or marketing team optimize your digital domain to provide an engaging and informative experience— to begin their customer journey on a positive note.

Make Your Customer's Experience a Delight

Changing your customer experience begins with being proactive and planning out your strategy. Your product or service can be the perfect fit for a customer, and they might miss out on it due to underlying issues in their experience along the way. Take these tips and apply them to your strategy to make your customers happy and keep them coming back for more.