Experience management is about more than just knowing what needs to improve. It’s about understanding your customer’s experience so you can make sure Where & How improvements can be enforced- to seize your leads down the funnel!
Let’s take a closer look at why this type of holistic approach is necessary.
Why is Experience Management Important?
According to a recent Qualtrics study cited by Forbes, companies which perform better in customer experience outperform others by nearly 80 per cent.
This means that every single interaction your customers (& leads too) have with your brand must be enjoyable, meaningful, and fruitful. This could be done by hiring an agency to help you with your digital strategy or running a few focus groups with your current customers to get their feedback on your service.
In either case, it’s important to make sure that you understand what makes your customers’ experiences joyous & fertile.
What experience needs to be improved upon?
A lot of times, the first place to start looking for areas for improvement is- inside customers’ heads. This is especially true when it comes to service interactions, where it can be hard for employees to know what’s best for customers.
From there, we’ll discuss how these issues are handled in different industries, and how your brand could benefit from taking a page out of that industry’s book.
A PricewaterhouseCoopers report says 73 per cent of consumers see the good experience as the key influencing their brand loyalties.
Where improvements are needed
After mapping out which experiences are necessary to improve upon, it’s time to turn your attention to the specific instances where improvements are needed.
An Accenture study points out that companies based in the US lose up to $1.6 trillion due to customers switching to their competitors in the search of a better experience.
If you ask your customers what they want, they may not have a clear idea of what that is. [Oh! It happens many times with us. Echelon Edge, you hear me.]
This can make it difficult to know where to focus your efforts, as well as where not to. So, it’s important to first identify what your customers want to make sure you’re aiming the right.
Once you’ve got a better idea of what your customers want, it’s easier to know where to focus your efforts and where not to. At Echelon Edge, we’re striving the same!
What information should be factored into your experience map?
While your customers may be able to tell you what they want, that’s not always the case for your employees. Asking employees to honestly state what they think your customers want may feel icky to them.
A better approach would be: to ask your customers what information they want via their interactions with you so that you know what to focus on for your team. This will help your customer experience map look more like a funnel, which is a more accurate representation of what your customers want.
Not only will this help you better understand your customer’s pain points and satisfaction levels, but it will also help your team proactively address those issues so that they don’t pop up during the customer experience.
Get the best from your employees
In today’s world, companies are looking for ways to focus on their most important tasks. This can be done in many ways, but one method that has become increasingly popular is called “person-centricity.”
Person-centricity means the idea of focusing on the people who work for your company, rather than on the company itself.
In other words, it’s about treating your employees like customers and treating your customers like members of your team.
To accomplish these monthly, quarterly, & annual sales goals, you’ll need to understand: How personality affects behaviour, Why it’s so important to hire ‘Pro-at-something’ people.
But hey! It’s also important to understand how people work. For example, some people are more comfortable working in teams while others prefer to work alone. And some people are more outgoing while others prefer to keep things private.
All of these differences can have a big impact on how they interact with others and how they approach their jobs.
So if you want your employees to behave in a particular way, you should observe & ask them what kind of person they are and what kinds of behaviours they typically exhibit when working in different situations.
Once you have a clear idea of what type of employee you have, you can tailor your approach accordingly.
Conclusion
As your business grows, it’s important to understand that your customers will be spending the majority of their time interacting with your brand’s products and services. To then come with a positive impression of your business is a major feat. This means that every single interaction with your customers have with your brand must be enjoyable, useful, and efficient.
To take the first step in making their experience with your business pleasant and useful- Have a look at how your customers are experiencing, understand what needs to be improved, and finally, enforce it into the system.
