Want to master customer experience management? Start with these five tips.
Jan 08, 2020
5 min read
Jan 08, 2020
5 min read
When you hear the phrase "customer experience management," what do you think of? Some people might picture a camp counselor rallying team spirit. Others might envision a cruise director guiding guests through the day's activities.
No matter what the phrase conjures, customer experience management matters. Cruise directors and camp counselors might seem like silly examples. But they're also experts at building much-needed enthusiasm.
Businesses can foster enthusiasm for their products and services, too. To start, let's explore five effective tips you can use to boost customer experience management.
Customer Experience Management Tip #1: Cut Down on Response Time
When customers run into issues, they expect to get answers—fast. Want to ace customer experience management? Take a hard look at your customer service response times.
This can be trickier than it seems. Today, most businesses use an omnichannel customer service model. Messages originate on a range of channels, such as:
SMS (text messaging)
Adding to the complexity, conversations with customers often start and end on different channels. If you calculate response times manually, you'll have to consider all of these factors.
CRM software changes the game by allowing you to automatically generate analytics reports. These reports provide snapshots of your business operations in real time. You can gain access to information such as:
Which channels customers use for support
How many channels customers use during a typical support ticket
Which issues are most common
How long it takes for employees to resolve issues
When you're armed with information, you can make changes that drive faster, more effective customer support.
Customer Experience Management Tip #2: Reach Out at the Right Time
There's a fine line between encouraging and nagging a customer who's considering a purchase. Companies that master customer experience management know exactly when to reach out.
If you use CRM software, segmenting your audience is as simple as a few clicks. You cancreate contact groupsor establish criteria to streamline your outreach.
For example, try targeting customers based on where they are in the sales pipeline. Highly engaged prospects could receive outreach that anticipates common questions that can block purchases. These messages should look different than ones to past customers, or customers who have shown less interest.
From a customer's perspective, this process will remain invisible. Instead, messages will seem more thoughtful and personalized—creating a better experience overall.
Customer Experience Management Tip #3: Invest in a Chatbot
Picture this: It's dinner time on a Saturday, and you're using a new food processor for the first time. The only trouble is, you can't get it to start. Something is triggering a safety feature that's keeping the blades locked in place.
You check the manufacturer's website, but it's overwhelming to navigate. Suddenly, a window pops up in the corner of the screen. It's a chatbot asking if you need any help. On a whim, you type in your questions. And boom. Before you know it, you're watching a troubleshooting video that solves your issue.
Chatbots can be a powerful customer experience management tool. They're a convenient form of self-service that works well for FAQs and instant support. Even if a customer ends up needing human assistance, chatbots can still gather initial information.
If you plan to invest in a chatbot, you'll need to keep a few best practices in mind. Customers appreciate support chat thatsounds human and uses UX best practices. Today, AI can even learn about your customers and personalize messages over time.
Customer Experience Management Tip #4: Create Loyalty Incentives
Companies that master customer experience management understand the value of customer loyalty. Some even offer special incentives that reward regular customers.
Consider theStarbucks app. The app fosters customer loyalty through a variety of features, including:
Online, mobile ordering
A tracker that displays points accrued through past orders
A list of favorite orders for faster checkout
Deeper insights, such as nutrition information or store playlists
When customers engage with a loyalty program, they feel noticed and valued. Of course, it doesn't hurt to earn perks along the way!