Customer Experience: A Simple Guide to Making It Frictionless
You may not want to admit it, but your customers run your business. Yes, you own it, but they determine whether you thrive or fail. In today's fast-paced environment, competition is fierce, and customers have many options to choose from. How do you ensure that they remain loyal to your brand? By providing them with a frictionless customer experience!
Customer loyalty is no longer based on product and price but is highly tied to their experience with your brand. A study revealed that more than 85% of customers would pay more if they have a good experience with a company. Even more shocking is that 91% of unhappy customers will simply leave a brand without complaining.
Here are 5 effective ways of providing your customers with an experience like no other.
1. Reduce the Response Times
There are various ways you can wow your customers; quality products, affordable pricing, and authentic experiences. However, some of these aspects take time or require you to spend money. The easiest way to win over your customers is by providing them with fast response times.
Customers value convenience, and if you can provide them the same services as your competitors within a shorter period, they will remain loyal to you. Make sure all queries are responded to in time, and that information is quickly provided without being sloppy.
2. Identify Your Customer's Touchpoints
A customers touch points are their contact points with your business, whether online or offline. For instance, before a customer visits your physical shop, they may have seen an online review, visited your website, interacted with your app, or saw a recommendation. The path they took to find your store are the touchpoints.
By identifying the customer's point of contact, you can identify the areas they are facing the most difficulty. You can easily tell the frictionless path and the one with issues, making it easy to streamline the buyer journey.
3. The Devil Is in the Details
Pay attention to the details. How long does it take for a customer to get a response? How many steps are in the buyer journey? Is your brand consistent across all the touchpoints? Dissect all your processes to identify where the problems lie.
Look at your online reviews and find out the stages with the most complaints. Conduct a survey if you must but ensure that all the problem areas are identified and fixed.
4. Adopt a Flexible Business Model
Here's what you need to know; friction is relative. The definition of customer experiences varies, and while one customer may have a negative experience with your way of doing things, another customer could be satisfied. For instance, some customers prefer browsing products online and then visiting the brick and mortar shop later, while some prefer to exclusively shop online.
As you streamline your processes, consider how your various market segments will react to the change and then cater to their needs.
You will likely create a loyal customer base if you can attend to their unusual requests and go beyond what is expected. Allow for flexibility so that your employees are able to cater to your customer's needs.
5. Use the Flywheel To Drive Business Growth
HubSpot's flywheel model is a great substitute for the sales funnel. Instead of selling to your customers, you collaborate with them to provide a seamless customer experience. It explains the momentum you gain if your entire organization is aligned around delivering great customer experiences.
With this model, the momentum of your happy customers drives repeat sales and referrals, keeping your business on the move. You simply identify the areas with the most significant impact and then pay more attention to them. This will, in turn, increase the speed of your flywheel.
Optimize Your Customers' Experiences
The secret to a frictionless customer experience lies in identifying and removing any hassle that your customers face when interacting with your brand. Great customer experiences will eventually translate to a profit boost and increased market share, but you need to streamline your processes. It's the only way to meet your customers' expectations.