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Why should you put customer experience first?

19th Jul 2022
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There is not a company out there that wants to provide bad customer service. Everyone is focused on the customer experience or CX, and every company claims to be focused on creating a “good” experience for their customers. After all, that is what customers expect from businesses in our current marketplace.

What is a “good” customer experience? Sometimes, good enough indicates that you’re trying to not create a bad experience. To bring in customers and keep them, you’re going to need to do more than that – you need strong customer experience management.

We live in a world where online reviews guide decision-making. Customers who have a great experience will leave positive feedback on a review website, helping new customers discover what you have to offer. Customers are just as likely to leave negative reviews and complaints if they aren’t wowed by your services. 

Here are three reasons as to why you should prioritize your customer experience and what customer reviews have to do with it.

Customer reviews drive business

As consumers, we put a great deal of faith in what other customers say. Review websites like allow consumers to share their experiences with others. A full 95% of would-be customers read those online reviews before making a purchasing decision. 

Online reviews can make or break a business, but customers also know that everyone makes mistakes. Negative reviews can feel daunting, and they will damage your business reputation if you leave them untended. 

Fortunately, your approach to the customer experience extends to review websites and social networking, and this gives you a chance to publicly interact with frustrated customers. You can show how much you care about fixing someone’s negative experience and bringing them back into the fold by making things right. 

Brand loyalty is tethered to customer experience

Earlier on, many companies depended on brand loyalty as a major part of their business model. If a customer was satisfied with a purchase, they would likely come back and make a repeat purchase down the road without much work from the company itself. Those days are gone. 

Now, almost a third of customers will walk away from a company they love after a single bad experience.  It doesn’t matter how much the customer loves your widget or clothing line. If they have a bad customer experience, they won’t be back. And worse – they will tell their friends about it, too. 

To build brand loyalty in the modern world of retail, you must build a relationship with customers. Customer experience is brand loyalty, and customers want human interactions. According to PwC, as many as 82% of customers want to interact with employees at your company to create what feels like a bespoke experience.  

Culture is linked to customer experience management

Your people matter. You make a point of hiring the right people, and you want to keep them. Finding and training new people is time-consuming and expensive, so every employee you have is an investment in the future of your business. The way you treat your customers is closely tied to how valued your employees feel as well. It’s a trickledown effect.

The company culture you create will be evident to your customers. If your employees feel valued and enjoy their work, that pride in your company and what it stands for will be evident in employee-customer interactions. Angry and burned-out employees aren’t going to help your company shine. 

Your customer experience management plan should really be a “how your company treats people” plan. Treat both employees and consumers with respect and kindness. Every customer matters just like every employee matters, and you want both to feel valued. 

There are additional benefits to allowing employees to feel empowered and meaningful at their work. If your customer service team feels confident when engaging with customers, they can help find the right solution to their concerns. This creates happy customers and a channel for information and problem-solving that can improve your company over time.

With a strong customer service focus, you can go from simply pacifying customers with canned responses to using customer feedback as one of your most valuable tools in transforming your company and its products and services.


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