- Elon Musk, Investor & Entrepreneur
How to create an experience that keeps customers happy
When it comes to customer experience, you want to make your interaction as positive as possible. According to an article from Hotjar, the benefits of great customer experience include increased customer loyalty, increased customer satisfaction and more positive reviews. Pretty important for any business right?
You should aim for your customer service team to go above and beyond for every customer. No matter the business or industry you work in, there are plenty of ways to attract and maintain a loyal customer base. With that said, let’s take a look at how to keep your customers happy:
What need do you fulfil?
Every business fulfils a certain need with their product or service. For example, you don’t go to a car mechanic to fix a toothache. What does your business do? What need do you fulfil and how? These are questions you need to know before you even start looking for your target audience. Customers want a personalised experience that makes them feel valued and listened to. Knowing what problem you solve will make a world of difference.
Understand your customer needs
Next, it’s time to understand your customer’s needs. In other words, what are the factors that trigger a customer to purchase your product or service. Are they in pain and you are providing relief? Are they looking to build and you have the materials?
Customers actually expect you to know their needs so it is important that you do. It takes the guesswork out of marketing, leads to less nasty customer service interactions and will make improving your product a whole lot easier. You can identify your customer needs by analysing the market and doing your research. Remember to segment your customers by demographic, behaviour and psychographic factors to get a true understanding.
Attract The Right Customers
Lesson number one: not everyone can be your customer. If you are new to the business game, it’s important to find your ideal customer profile and target your marketing accordingly. Here’s more information on how to find your ideal customer profile.
Once you have a solid idea of who your ideal customers are, it’s time to narrow your search. Where do they hang out online? Where do they go offline? Do they also interact with any of your competitors and why might this be the case? Listen to the conversation and gather all the intel that you can, chances are they have a like-minded network who may also be interested in your product or service.
To draw in new business you need to be adding some kind of value to your customer, otherwise why else would they need you? Try to avoid the notion of sell, sell, sell and instead genuinely engage with your clients and ask them what they are missing. This ‘lack of’ is then your opportunity to jump in and provide a solution (the value) to fill in the gap.
If the customer gets a quick win, they will be more likely to trust you down the track with repeat business. A happy customer may even return the favour by referring your business to their network.
Go beyond digital personalisation
Social media has quickly become a highly effective tool in customer service because it allows customers to reach your team on the platforms they already use. Despite being quite accessible, it is still important to go above and beyond. If you have an automatic bot start the conversation, you should still provide your customers with the option to speak to an actual customer service representative. There’s nothing worse than going round and round in circles and the customer feeling like they have exhausted all of the automatic options.
CRM stands for customer relationship management, a fantastic type of software used behind the scenes of many businesses. It is a powerful tool that you can do a lot with, including streamline your customer support questions and gather important metrics. It is a system that keeps you up to date with customer information so that you can see the last time a customer purchased from you and how satisfied they have been with their previous products and services. Being able to automate, keep track and measure your customer support through a CRM software is a big win.
Customer happiness is a crucial ingredient for business success. No happy customer, no repeat business, no profits made. It is your responsibility to ensure your customers have a beyond excellent experience every time they interact with your brand. You’ll soon find that happy customers are your best spokespeople, and you haven’t even had to spend a dollar on advertising!
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Thought leaders & celebrities share their tactics for success on the Lisnic podcast by Lisa Teh & Nick Bell