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‘Customer Experience’ (CX) is the measure of a customer’s opinion and sentiment towards your brand and the value it provides based on the customer’s entire journey, from first to current touchpoint. So, how exactly does this translate to business success? Again and again, people naturally gravitate towards brands that make them feel good; no matter where they are situated in their own unique purchase (or repurchase) journey. When customers are openly appreciated and rewarded with exceptional end-to-end experiences, the benefits (mainly, overall profitability) are undeniable — repeat buyers are the lifeblood of many thriving businesses. “86% of people who received great Customer Experience were likely to buy again from the same company.” (Source: Temkin Group) And loyalty isn’t just a chance event! It’s the result of a well-planned strategy, dedicated to making every brand interaction an utter joy… Here are 3 core building blocks you can lay down for heightened customer experiences. When meaningfully implemented, they shape the lasting foundations of retained custom.

  • DG

    Dana Gore

    10 months ago #

    Yep, the buyer's experience will (just about) always be the determining factor in how often (if at all) they continue to purchase from you.
    So caring about how things went for them is so important.

    These are great tools, and you went above and beyond with the pics, graphics and content to make this easy to follow along with.
    I love the idea of personally saying thank you and the option of length in their feedback. You're right, some people do like to share stories.

    Great job.

    • EE

      Erik Emanuelli

      10 months ago #

      If I think about an amazing customer experience, Amazon is the first example that comes into my mind.
      It can be used as benchmark, in the ecommerce world.

      • SH

        Sam Hurley

        10 months ago #

        Amazon is definitely THE brand to look up to ... For ANY business!

        Vision, principles, automation, personalization. The works!

    • SH

      Sam Hurley

      10 months ago #

      Loved your feedback here, Dana! THANK YOU! :-D

      The tools are awesome and really help piece together the experience jigsaw. CX can be tricky to navigate (especially considering company size) — but it definitely all begins with culture.

      I'm really glad you found it digestible and fun to read...

      Made my Monday!
      -Sam-

  • LS

    Lisa Sicard

    10 months ago #

    Sam, I love how you showed us by screen shots and images how this actually works. People can talk about but seeing it in action really drives the point home. It's a never ending process and we always have to check in and see how customers are doing, if your products and services are working and if they are using any competitors. We have to learn more about them so we can better serve and help them. It's all about making their lives better so they will continue to use our services or products. I'm actually at McDonald's now on lunch using WIFI :)

    • EE

      Erik Emanuelli

      10 months ago #

      "It's all about caring about customers".
      If all businesses could understand this principle, there should be just happy clients!

    • SH

      Sam Hurley

      10 months ago #

      Thanks Lisa! I thought there wasn't enough out there on the topic (to really take you step by step through the process), so I'm very happy to hear your positive thoughts! :)))

      The whole 'looping' process is definitely the way to look at CX. Constant feedback, eternal adjustments...

      Going the extra mile counts for a lot! (i.e. Free WiFi at stores!)

      Cheers again!
      Sam :o)

  • JH

    Joy Healey

    10 months ago #

    Good customer experience is very important to promote customer loyalty and repeat business - although I hadn't realised just how many tools there were and how "scientific" it could be.

    As a solopreneur I don't really rely on tools, but on the personal touch and I am heavily influenced by fast service.

    I provide it to my clients and expect it from my suppliers / service providers. In fact I have just hired a solicitor, more expensive than others, because I emailed him a question, went downstairs to make myself a coffee, and by the time I got back - his answer was there. He has even been replying to my emails on a Sunday!

    • SH

      Sam Hurley

      10 months ago #

      Thanks Joy! It is indeed a complex strat to design and carry out (effectively), especially for large brands. The costs in time, energy and money can amount to a lot — but of course, when the feedback loop is closed — the returns far outweigh any investment.

      As you mention, this stuff can be scaled down as required. For people like us, a personal and rapid service / communication is what really makes the difference. LOVE the story of your new solicitor — doesn't it just speak volumes??? :-)

      At the end of the day, it has big psychological impact. It reflects how they do business. Tick!

      Thanks again Joy,
      -Sam-

    • EE

      Erik Emanuelli

      10 months ago #

      Wow, that is a fantastic example of positive customer experience.
      Thanks for sharing, Joy.

  • CR

    Cori Ramos

    10 months ago #

    Hi Sam,

    This post took me back to when I worked for AT&T. :)

    As a service rep, blocks 1 and 2 were a must on every call. We had to make sure our customers were 'very satisfied' with our service by the end of the call. And if the customer wasn't, we'd have to ask what we could do so that they were.

    Then when I took a management position, we focused on block 3, the feedback, measurement and improvement. We were always training our reps on customer service and monitored calls and coahed our reps to make sure they had their A-game on every one.

    Regardless of the size of our business, it's always about the customer.

    Thanks for the tools and resources! I agree with Lisa and Dana, the screenshots you shared drives the point home.

    Have a great day and week!

    Cori

    • SH

      Sam Hurley

      10 months ago #

      Thanks a bunch, Cori! :-D

      Really admired your line here:
      "And if the customer wasn't, we'd have to ask what we could do so that they were."

      Perfect!!! This way, you're not using closed questions that only return a small part of the story...

      Awesome example. It sounds like AT&T have CX down to a T! ;-D

      I also appreciate your kind words regarding the screenshots etc. Great to hear!

      Enjoy your week ahead,
      -Sam-

    • EE

      Erik Emanuelli

      10 months ago #

      That's a fantastic example of caring about customer experience.
      Thanks for sharing that with us, Cori.

  • RC

    Reginald Chan

    10 months ago #

    Erik, great share indeed! Customer experience is THE thing today. If you are not focusing on customer experience, you will be losing customers without you even knowing it!

    • SH

      Sam Hurley

      10 months ago #

      #SpotOn, Reginald. Really glad you enjoyed this one — Focus on amazing experiences and positive WoM, and everything else will follow!

      -Sam-

    • EE

      Erik Emanuelli

      10 months ago #

      Much easier to take care of existing customers then making new ones, right?

  • LR

    Lorraine Reguly

    10 months ago #

    Customers should be at the forefront of EVERY business.
    I love your opening lines, Sam. So true!
    I don't understand companies that don't put their customers FIRST.
    After all, who do they expect to get their $$$ from? Duh!
    At Wording Well, my main goal is customer satisfaction. After all, if I live up to my business motto of "Stellar services at superb rates," then I can expect wonderful testimonials from my clients, which, in turn, will lead to both repeat business from them as well as referrals!

    • SH

      Sam Hurley

      10 months ago #

      Haha! You make me smile, Lorraine! xD

      Some companies actually make me say 'DUHHH' (to nobody) down the phone line ... Especially when I'm stuck in a 25-minute queue but 'my call is very important to them.' ;-D

      Love your motto!!! That's brilliant ... And even better that you stick to it.

      Well done on beating the big brands at this! :D

      Thanks a lot for reading,
      -Sam-

    • EE

      Erik Emanuelli

      10 months ago #

      Wise words, Lorraine.
      Customers should be TOP priority of any businesses.

      If clients are satisfied, they will come back and they will buy again from you.
      As you said, they will talk about you with other people, e.g. sending you referrals.

  • BP

    Brenda Pace

    10 months ago #

    Hi @erikemanuelli ! Great read by @sam_hurley!

    I'm amazed at the amount of business, even small businesses, that think money money money first. You're not going to get that "money" if your customer's don't (1) have a good online shopping experience, and (2) let your customers know that you care about them!

    I love the tools that Sam shares in this article. Very spot on, imo. I am a visual person so graphics/images can suck me in quickly. However, if you're not a "people-person", you can still lose my buy.

    Thanks for sharing with us!

    B

    • EE

      Erik Emanuelli

      10 months ago #

      Every business should have customer experience as first priority.
      After all, clients may feel it.

      I like the tools mentioned in this post too, Bren.
      There's always something to learn from @sam_hurley posts.

  • RC

    Ravi Chahar

    10 months ago #

    Hey Erik,

    Same has mentioned some amazing points. I really like the Customer Experience Statement. Empathy is always one of the biggest factors which influence the customer retention.
    Gathering feedbacks can help a company to improve and grow for sure.
    Thanks for sharing with us.
    ~Ravi

    • EE

      Erik Emanuelli

      10 months ago #

      I love IKEA's one: "Create a better everyday life for the many people".
      Really, really powerful message in just a few words.

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