Why it is important to improve the customer experience in a targeted manner
Now more than ever, decision-makers are focussing on improving the customer experience. This is because customer requirements and expectations are rising rapidly. Companies are faced with the challenge of adapting their offers and services in such a way that customers not only feel satisfied, but are also delighted. An enhanced customer experience usually promotes customer loyalty, reduces churn and strengthens competitiveness in the long term.
This is not about quick miracle solutions, but about an accompanying strategy that builds on one another, consistently adopting the customer perspective and unlocking potential for improvement step by step. Decision-makers in particular often come to me with the question of how they can provide concrete impetus to improve their customer experience without getting lost in complicated theories.
Improve customer experience through a clear vision and employee involvement
A key starting point for improving the customer experience is formulating a clear, customer-centred vision. This should be tailored to the needs of the customer and permeate the entire company. Only if every team member knows this vision, internalises it and lives it on a day-to-day basis will a consistent experience be created from the customer's perspective.
Many companies pursue a guiding principle that serves as the basis for dealing with customers.
BEST PRACTICE at company XYZ (name changed due to NDA contract) A central set of values has been developed here, which includes enthusiasm for service, a humble attitude and a constant willingness to change. These values are repeatedly emphasised and anchored during employee training in order to ensure consistent customer service.
Another important step in this category is the collection and systematic evaluation of customer feedback. Only in this way can the company understand the actual expectations and experiences at first hand and improve the customer experience through customised measures.
Targeted personalisation as the key to improving the customer experience
Personalisation makes it possible to make customer interactions individual and relevant. Customers appreciate being addressed individually and receiving suitable recommendations. This creates closeness and trust, which improves the customer experience.
In online retail, this is often demonstrated by customised product recommendations based on previous purchases or interests. Personalised emails with relevant content or names can also strengthen loyalty.
BEST PRACTICE at company XYZ (name changed due to NDA contract) A digitally active company uses user data to display customised content and offers to each customer, resulting in higher satisfaction and better conversion rates.
Omnichannel strategies as an important building block for improving the customer experience
A seamless customer experience across multiple channels is increasingly expected by customers. Integrating omnichannel support means that customers can navigate social media, email or live chat without losing information and with smooth transitions.
For example, a customer can raise a problem on the phone, but then continue it via online chat or email without having to explain themselves again. This consistency improves the perceived customer experience as waiting times and frustration are minimised.
BEST PRACTICE at company XYZ (name changed due to NDA contract) This company has implemented an omnichannel customer service platform that links customer communication via website, mobile app, telephone and chat. The result was a measurable increase in customer satisfaction and a reduction in the number of unresolved enquiries.
Digital user-friendliness as an integral part of improving the customer experience
When it comes to the digital customer experience, factors such as website loading times, mobile optimisation and intuitive user guidance are crucial to improving the customer experience. Otherwise, customers quickly lose patience and bounce.
Clear navigation, comprehensible content and smoothly functioning online processes significantly increase user satisfaction. Mobile users in particular expect the entire range of services to be displayed on their smartphones.
BEST PRACTICE at company XYZ (name changed due to NDA contract) A company has made its website completely responsive, optimised loading times through technical measures and simplified navigation so that customers can reach their destination with just a few clicks. This demonstrably led to an improved rating and more conversions in the online area.
How decision-makers can improve the customer experience with targeted impulses
Decision-makers benefit in particular if they view customer experience improvements as a dynamic process. It is worth taking advantage of project support that provides assistance with methodological expertise and industry-relevant experience. The aim is not to promise short-term effects, but to provide impetus to which customers often respond very positively.
As a practical example, many clients report that continuous management based on customer data and trying out small optimisations have a measurable effect. Those who rely on technology and human insights create a better customer experience that pays off in the long term.
My analysis
Improving the customer experience is an ongoing process that requires a systematic approach. Decision-makers should develop a clear customer vision, consistently integrate personalisation and omnichannel strategies and keep an eye on digital user-friendliness. Accompanying impulses and an adaptive approach help to gradually improve the customer experience. Experience shows that this combination of strategy, technology and cultural change often leads to astonishing improvements without quick promises or miracle solutions.
Further links from the text above:
[1] How a customer experience strategy can improve the customer experience
[2] Customer experience optimisation: your competitive advantage as a decision-maker
[4] 10 actionable ways to improve the customer experience
[5] Digital customer experience: how to inspire customers
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