Especially in a down economy, customer experience (CX) is integral to your organization’s success. Wash away all the flash of new product add-ons, remove the bells and whistles of special deals, and what’s left is the core of your business: the customer experience, meaning what—and how—you deliver value to your customers.
As a key driver of customer retention and loyalty, the customer experience defines how customers interact with your product or service. How do they feel about your brand? Are they getting genuine value? Are they likely to come back to purchase again? Would they recommend you to someone else? Reflecting on these questions can help you assess how strong your CX is and where there could be gaps or areas for improvement.
The best place to start to improve your CX is to focus on your existing customers. Not only do you have a wealth of data detailing their previous interactions with your brand to help inform your decisions, but it’s generally held that acquiring a new customer costs five times more than retaining an existing customer. Moreover, making sure your existing customers are happy can have long-term benefits: Satisfied customers are not just repeat customers, but may also refer new business via word of mouth, testimonials or social media.
So, you’re focusing on customer experience with your existing customer base, you’ve started asking the right questions—now what? Let’s break down the fundamental ways you can improve your customer experience—and, in...
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