Customers are savvier than ever before and with competition increasing in most marketplaces the customer experience (CX) has become an integral part of marketing a company and processing daily tasks and customer interactions. CX should be the priority focus no matter what industry you work in, but it isn’t always the case. A CX audit from a professional audit company will go a long way to providing your company with all the information you need to increase standards across the board, raise levels of customer satisfaction, increase brand integrity, and increase profits as a direct result of the analysis undertaken.
It is important to start at the beginning. This might sound obvious but with lack of funding in many companies in terms of CX it is important to understand your base line fully. Understand what your customers currently feel about you, whether it is good or bad. This should include the specific sticking points of the customer journey, as well as the areas in which they are very happy with you. This information allows you a foundation to work from and to analyse progression (or lack of) in the future.
Next from this base you can work out the specific progression you would like to see in your company over a set period of time. This could be to increase sales, increase the percentage of conversions from leads to sales, or to reduce the number of complaints received. It should always be specific to your company and where you currently sit in the market.
Remember that the best customer experiences will always include a human touch, and not just become an automated process. The purchase journey and complaints procedures that your customer goes through must be streamlined for sure, and technology and automation can certainly help with this in some areas. However, you should always focus a large percentage of CX training and approach to the human touch. This ensures that your customer can still speak to a human being if necessary, as most consumers feel that speaking to an automated service or a ‘robot’ is never as beneficial and effective as when speaking to a real person. In fact every single interaction between your customer and your company should be documented to ensure that you are fully aware of all aspects of the business, how it runs on a daily basis and how your brand is perceived by the outside world. It only takes one small slip in standards to lose a customer, and lose a potential customer. When this is extrapolated over many thousands of people it can start to hurt a company financially.
Look to take on expert advice and guidance from a CX consultancy that understands what your customers are thinking and why. Taking in plenty of data and information from your customers, competitors, and the processes within your company. By putting together an extensive and exhaustive CX audit of your company you can begin to see patterns, trends in the marketplace, and ways in which you can improve to help improve the customer experience and raise customer satisfaction rates considerably. All of this will help to improve profitability over time.
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