customer experience

Why make customer experience a central part of your business strategy?

According to a survey conducted by Genesys in 2009*, "poor customer service costs companies $338.5 billion per year worldwide in lost business". This is a significant cost, which demonstrates that the quality of a company's customer experience has a significant impact on its growth and results.

For a long time the poor relation of companies' strategy, the customer experience is now a strong differentiator, and therefore a potential key competitive advantage. Here's what you can do to make the most of it. 

Customer experience is the key to building loyalty

In a society where consumers are constantly able to provide feedback and switch instantly from one supplier to another, providing a good customer experience has a multitude of benefits. But before we show what benefits come from a successful customer experience, let's first focus on this notion. 

Customer experience can be defined as the perception that an entity provides to its customer when the latter comes into contact with it. This concept encompasses the quality of the product and/or service offering but also the quality of the relationship with the customer. Therefore, a positive customer relationship naturally leads to long-term customer satisfaction. 

Optimised customer experience management is based on two key points: 

  • A brand promise kept, 
  • A personalised and distinguished offer.

A customer journey that manages to generate a positive feeling at every stage will be synonymous with a quality experience. Customer satisfaction becomes a source of loyalty and even influence, which translates into direct recommendations, positive reviews and referrals. 

How to deliver a successful customer experience?

In order to achieve sustainable customer satisfaction, a few practices seem fundamental:

  • Provide an immediate response to every customer need A quick response to a request has a major impact on customer satisfaction. There are also important indicators for measuring customer satisfaction: 
    • The Net Promoter Score (NPS), which calculates customer satisfaction in the form of a recommendation score; 
    • The Customer Effort Score (CES), which evaluates the quality of an interaction with a company and allows to estimate the loyalty of a customer; 
    • The Customer Satisfaction Score (CSAT), which measures customer satisfaction in real time by collecting customer emotions on the spot. 
  • Multiplying contact points: It is essential to multiply the communication channels through which customers can reach the company: website, social networks, e-mail, telephone, SMS... Companies that support their customers through several channels generate higher engagement and are able to respond more quickly to their requests.
  • Deploy a native omnichannel customer interaction managementsolution that can integrate all the above channels simultaneously. 

A customer who becomes a brand advocate is eminently virtuous, and invaluable, but beware... The reverse is also true! 64% of consumers surveyed in a 2018 Odoxa/Emakina study* said that a bad experience could lead them to the competition.

Neglecting good customer experience management will have considerable consequences in a context of high consumer volatility and increased competition. In this sense, implementing a customer interaction management tool seems to be essential to achieve long-term customer loyalty! 

ViaDialog, an innovative platform to help you manage your customer relations

Thanks to ViaDialog and the various solutions proposed for an effective and unified management of customer interactions, transform the customer experience into a decisive strategic factor! Take advantage of our customer relationship flow management solutions as well as our voicebots for automating natural language exchanges to improve your users' experience. Get in touch with our experts Click here for a detailed demonstration!

 

1 Genesys, "The Cost of Poor Customer Service: The Economic Impact of the Customer Experience and Engagement", 2009

2 Observatory of consumer behaviour, "Fidélité aux marques et enseignes", 2018

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