Customer experience is described as an interaction that highlights critical elements such as system, people or process during any stage of the product development cycle. Customer experience is also defined as a complete totality of psychological, emotional, technical and behavioural customer responses throughout all phases of the product development cycle, including conceptualisation, planning, manufacturing, sales, marketing and distribution. (1)
Businesses always try to provide a positive experience for their customers by giving them exceptional customer service. To provide excellent customer service, companies — especially in the UK — provide training for customer service representatives. There are also those who are looking for a cloud-based customer experience solution, so they find an expert in CCaaS in the UK.
There are many reasons why companies put much effort into the customer experience. With that in mind, here are some advantages of providing an exceptional customer experience for your clients:
1. It builds customer loyalty
One of the main advantages of exceptional customer experience is that it builds customer loyalty. About 96% of customers said that customer experience plays an important role in their loyalty to a brand. When a person feels that a particular company is really on their side, they’re more than willing to stick with the company no matter what. When you have an excellent customer service experience, you’re more likely to get repeat business from them. A repeat transaction means more sales for the company. (2)
Having a customer loyalty program is one helpful way to provide a positive customer experience. A customer loyalty program involves a marketing strategy that regularly recognises and rewards customers who buy or engage with businesses. Customers are happy when they receive free rewards or when you offer them discounts for repeat or bulk purchases. This also gives sends a message that your business is interested in building long-term relationships with them.
2. It’s a form of word-of-mouth marketing
When someone is loyal to a company, they tend to spread the word about that company. They’ll tell their friends, family members and co-workers about your excellent customer service. Word-of-mouth marketing is one of the best ways to market your business without spending too much. By having an excellent customer service department, you’ll be able to leverage this kind of word-of-mouth advertising to create many sales for your company.
Word-of-mouth marketing can also be a powerful tool for brand building. Many people read online reviews before they transact with businesses. When your existing customers say good things about your products and customer service in their reviews, it encourages other people to purchase from your brand. It also affects your brand reputation and online presence, especially when more people talk about your brand online.
3. It enhances brand reputation
Brand reputation is a critical concept in marketing. If a company consistently offers the best product or service at an affordable price to consumers, they’ll have built a positive reputation in the minds of their customers. When other people see that a business treats its customers exceptionally, they tend to trust it and make transactions with them.
Providing a positive customer experience should be one element of your branding strategy. A brand’s mission must always include providing exceptional customer service because they have their clients’ best interests at heart. Focusing on customer service to improve brand reputation also means that a business cares for their customers and would want to continually improve when they see gaps in their customer service.
4. It provides a competitive advantage
You may provide the same products and services as other businesses, but levelling up your customer service will help you become the top choice for many consumers. This is because many people today give the same level of importance to customer experience and product quality. When a business offers a top-quality product but don’t focus on customer service, there’s a huge chance they won’t earn customer loyalty. (3)
5. It helps improve employee morale and loyalty
When a business focuses on providing a positive customer experience to its clients, it also affects the morale of its employees. When you strive to make your customers happy, this builds a culture of respect in your business, and your employees would try their best to help your clients with their needs. It positively reflects the values and principles of your company, and it creates a pleasant working environment for your employees. When your employees are happy, they tend to be more productive and offer their loyalty to your business.
To manage your customer reviews, you need to ensure that people will talk positively about your business, which can be achieved through a positive customer experience. Aside from that, they’ll leave positive reviews that can encourage other people to buy from your business.
Having positive reviews will also affect your brand reputation, giving you a competitive edge over others. Lastly, a business that focuses on customer service will have a positive impact on its employees. Their employees will have a positive perception of your business’s principles and values, and this would help them become more productive in their work and would pledge their loyalty to your business.
- “Customer experience: fundamental premises and implications for research”, Source: https://link.springer.com/article/10.1007/s11747-019-00718-x
- “50 Stats That Prove The Value Of Customer Experience”, Source: https://www.forbes.com/sites/blakemorgan/2019/09/24/50-stats-that-prove-the-value-of-customer-experience/
- “The New Competitive Advantage Is Experiences For Customers And Employees Alike”, Source: https://www.forbes.com/sites/forbesagencycouncil/2020/04/01/the-new-competitive-advantage-is-experiences-for-customers-and-employees-alike/