Customer Experience: 3 Principles and 6 Trends
Service has always been a basic element for sales, after all, a satisfied customer can become recurrent and still indicate the service or, in the worst case, negatively influence the brand image when complaining about their experience. In recent years, this concern has become even more important, becoming a competitive advantage.
Consumers have more options than ever before – and they know it. The ease of online shopping, the integration of channels, the economy of recurrence and many other factors. Because of this, they increasingly value experiences and the ability to connect with other people, as the human factor is still essential.
From the perspective of the sales professional, from the team manager to the salesperson, the effort to get out of the sameness and offer the best for the customer is in order. There are some principles that can help with this task:
1- The customer experience must be positive
Generating positive experiences will ensure that your audience wants to relive them. The question you should ask yourself is: how can I create a “premium” service, differentiated, compared to the competition? A highly specialized professional service, such as consultancy? Or a physical environment that offers greater comfort?
A successful example is that of Uber, which used the technological resources available to enhance the experience of taking a taxi. By betting on more options and advantages for the consumer, such as choosing the payment method, the type of race, waiting less for a car, evaluating the service, etc., the application offers a great differential: the feeling of being in control.
In addition, it is excellent for the consumer to keep track of where the vehicle is, how much time is left to arrive, and even share the race with other people, which provides greater security.
2 – Significant
The meaning of the experience comes from its context and impact. If the customer doesn’t relate to their experience and doesn’t talk about it later, chances are it wasn’t all that great.
When looking for a relevant experience, the best thing is to think of elements that have a minimum relationship with the product, that add value. Otherwise, one may fall into just another empty flattery.
3 – Memorable Customer Experience
Note that we use the word memorable, not perfect. The objective is not to accomplish the impossible, but to fulfill what was agreed. A memorable experience is based on commitment, on the delivery of what was promised in the approach, on what is in accordance with reality.
This last principle is closely related to after-sales, in listening to and meeting the customer’s needs. Later, it is also necessary to measure it, choosing the indicators that best suit your business, in order to return to betting on what worked. The Net Promoter Score (NPS ) is the most established of them.
Specialist Tomas Duarte, CEO of Track, a startup that monitors and manages customer experience indicators in real-time, through digital channels, listed the main trends in the sector for 2020:
1 – Development of ownership at C-levels
In recent years, hiring professionals such as CXO (Chief Experience Officer) or CCO (Chief Customer Officer) has become common, but the idea is to take a step back. Instead of creating new positions to embody customer experience leadership, the trend is to invest in ownership, that is, to actually create a culture, starting with the leaders and later spreading to the entire business.
The need to offer the best customer experience must belong to all team members, it is a commitment that must be made so that the consumer is a priority at all stages of the process.
2 – Expansion of channels and cohesion between strategies
According to Tomas, another big trend is to expand customer contact channels. Therefore, the challenge is to create adequate and specific strategies for each channel, and not simply “shoot everywhere”.
It is useless to spend financial resources on customer experience strategies if the return is not measurable and palpable. Therefore, it is likely that the metrics scenario will become even more relevant for companies, as the importance of market experience has increased and the money invested in it is increasing. “Listening to the customer is important, but analyzing in detail what was explained is vital”, says Duarte.
3 – Focus on ROI and customer experience metrics
Also in this scenario of metrics, in Brazil, the strategy of evaluating some indicators is already guaranteed in the daily activities of the relationship and support teams. Currently, there are already countless ways to listen, know and measure customer satisfaction. So we have three more metric trends:
4 – Descriptive Experience
It consists of tracking (tracking and recording) the greatest amount of behavioral data and subjective customer analysis (satisfaction survey). Contextual analytics, such as the assessment of voice tone and customer sentiment, can further complement the report.
5 – Predictive Behavior (Predictive Behavior)
Using data, a specialized algorithm evaluates the information in real-time and balances it from item to item, increasing or decreasing the relevance to the customer’s health. Algorithms can classify potential contract renewal customers, promoters or passive customers, for example. This metric provides statistical probabilities based on data inputs.
So you can use technology to power your customer experience strategy.
6 – Prescriptive Actions
What can a brand do to improve the customer experience? This is where the prescriptive layer works. Actions to rescue customers at risk, suggestions for making some kind of discount, or actions to reverse the negative customer experience are recommended. But, currently, there are other methods that still generate results such as, for example, the CSAT ( Customer Satisfaction Index ), the Ratings (five stars or smileys ), the Customer Effort Score ( Customer Effort Index), in addition to the NPS itself ( Net Promoter Score ), used by about 59.7% of companies, according to a report by Track.