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Updated: 9/21/2022

Among the many things businesses learned in 2020: customer experiences matter and are essential for survival.  Companies found new and creative ways to ensure their customers had a positive buyer’s journey with them. The challenge? Customers came to expect these elevated experiences as par for the course.

Organizations recognize this shift, with 45.9 percent indicating they will make the customer experience their top priority over the next five years. (1)

The term “customer experience” is often confusing and used synonymously with “customer service.” So, what is the difference between the two concepts?

Customer service describes the service provided to customers. On the other hand, customer experience encompasses all behavioral, sensory, and cognitive elements that customers encounter during the entire buying process, from the pre-purchase stage through the post-purchase stage.

A Longstanding Reality, Heightened

The importance of providing a positive customer experience is not new. Customers tend to gravitate towards businesses that give them a good experience and – perhaps even more significantly – display loyalty towards them. A positive customer experience tends to make consumers willing to pay higher prices. A notable 86 percent of buyers are willing to pay more for an excellent customer experience. (1)

While it is not new, the critical role that customer experience plays in companies’ success has been heightened by the events of 2020. With many people facing financial hardship, they have become more selective about how and where they spend their money. A positive customer experience can make or break organizations in the heat of ever-increasing competition and a customer base that will be smaller for the next couple of years.

For this reason, it is essential for businesses that sell high-ticket products or services to dedicate their time and resources to creating stellar customer experiences.

Execute Strategies, Not Just Conceptualize

Taking customer experience strategies from concept to execution is tricky. Companies who wish to excel with customer experiences should:

  • Appoint an executive-level employee as the leader of the customer experience initiative
  • Make the roles of all players on the customer experience team crystal clear from the outset
  • Incorporate the customer experience strategy into all departments and decisions across the organization; consider how decisions made across the company will affect it
  • Get every employee involved with enhancing customer experience in their capacity; make doing so a requirement, not an option

Catering to Customer Experience to Bolster Business

With the concept of customer experience remaining a mystery to many people, it is no surprise that formulating a strategy and executing that strategy has proven challenging for many organizations. Fortunately, there are action items that every business can take to accomplish both objectives.

Map out the buyer’s journey for the typical customer. Think about their pain points, questions, concerns, and goals. Ultimately, brands need to put themselves in their customers’ shoes and figure out how to give them the information and peace of mind they seek. Becoming the ultimate problem solver will go a long way in winning and retaining customers’ trust and loyalty.

PRO TIP:  The easiest part of selling is addressing the problems or needs the customer has right now.  However, a superior customer experience results from digging deeper to understand issues that might lie below the surface or identifying future needs.  Often customers may have an idea of what they think they desire, but in reality, it may not be what solves their problem or may not be ideal for their current environment or future plans.  Ask targeted questions.  Anticipate needs to help future-proof when and where possible.  If technology is involved, get details about systems, software, integration, migration timelines, end-of-lifecycle, etc.

Prioritize the digital shopper’s experience. Online purchases were already rapidly outpacing onsite purchases as the norm. Now, businesses that lack an intuitive, informative, and engaging online shopping experience will find themselves struggling to survive. Dedicating a hefty chunk of the budget to website improvements will prove enormously valuable.

Get customer feedback throughout the process. Yes, sending customer satisfaction surveys post-purchase is still a valid and effective tactic. But it leaves out leads who, for one reason or another, decide against making a purchase. Companies need to learn why a qualified lead fails to see the process through to purchase is a crucial part of improving the customer experience. Soliciting their feedback via a brief one or two-question survey is not only informative, but it also has the potential to change their minds and result in a sale.

This year, customer experience will overtake price and product as the key brand differentiator. (2) Providing exceptional customer service does not have to remain an unattainable mystery. By implementing these strategies, businesses position themselves to make customers – and their bottom line – happy.

Uncertain times call for creative thinking. Contact Gavel International to be inspired with solutions that connect and engage your people.
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SOURCES:

  1. https://www.superoffice.com/blog/customer-experience-statistics/
  2. https://www.walkerinfo.com/knowledge-center/featured-research-reports/customers-2020-a-progress-report
Eloisa Mendez
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