We live in a consumer-driven marketplace and, as we know, that means evolving expectations. After 20 years in the industry, I live and breathe all things customer experience and, considering the year we’re having, there’s an obvious shift in what customers expect out of businesses.
At one point, companies could rely on the quality of their product or service to retain loyal customers, but by the end of 2020, the importance of the experience that you deliver will surpass price and product. Customer experience will be the key brand differentiator. You could be turning customers off if you’re not putting in the time to deliver a seamless, frictionless experience.
It’s important to deliver an end-to-end client experience that makes you easy to do business with. If you fail to keep up with customers’ increasing demands, they will leave you for a company that can. Don’t let national and regional players take customers from you. Following these 6 simple steps will make you easy to do business with and have customers coming back to you month after month.
Boost Your Online Presence
Let’s get introspective. Close your eyes and walk yourself through the journey that a potential customer has with your business from start to finish. When they stumble across your website, do you provide a frictionless customer experience?
Your website is your storefront. It should be easy to navigate, free from clutter and work seamlessly on mobile, too. If you aren’t online, you’re going to want to remedy that quickly and become a digital business. More than half of consumers won’t trust your business if you don’t have an online presence. If a friend mentioned someone’s business to you and there was no website or if the website was a mess, would you use that company? Unless you’re a tad crazy, I’m sure that answer is no.
Social media presence has become increasingly important. It’s a big place for referrals, word of mouth, reviews and beyond. If people find your company’s social media, are you ready? Are you posting frequently? Are your posts timely and relevant? Is your page screaming out, “we’re open and ready to serve”?
Any information they’d like to find about your company should be accessible. Ensure that the information is not only correct but consistent across all online listings. There’s nothing worse than three different listings for one company with conflicting information. How will your clients know what’s correct?
Potential customers also become aware of your business through reviews, but it’s more than just generating reviews. What are you doing with them afterward? If your customers are taking the time to leave a review, you should be responsive whether it’s a thank you or resolution — but we’ll discuss more on that later.
Get and Stay Organized
In this day and age, everyone should have some form of CRM to centralize customer data. For example, client history.
When you’re running a small business, oftentimes you’re the entire C-suite on your own. When a current client comes in, you need to know what they bought and why they bought it in order to have a simple and productive conversation about additional products or services they should purchase.
At a minimum, be able to acknowledge that you rememberContinue reading