Make the Customer Experience the PriorityBack to articles

Make the Customer Experience the Priority

December 18, 2012 2:31 pm

People often overlook the deep impact of the customer experience. Part of this is because a lot of people don’t entirely grasp what this concept encompasses, but another large part of it is a lack of prioritization with many products and services. This is largely due to old corporate cultures from other times, and of these that younger organizations have adopted by heritage.


We need to make customer experience the top priority with any service or product a company provides, and in order to do that, we first need to look at what the customer experience actually is. Then, we’ll look at a few things we can do to actually take that extra step to prioritize it productively.


Customer experience entails the initial marketing and awareness of the product via the customer first of all. Customer support plays a heavy role here too, but I’ll get to that later.


How the customer becomes aware of the product makes a first and lasting impression. This is how adverts get directly associated for all time with their products. But, it goes further, entailing their interaction with the product or service as well. This is a positive or negative part of the experience, and in the event of some sort of negativity, it also entails customer support. Customer support is one of the bigger ones.


So, how do we prioritize something slightly abstract and slightly out of our control? Well, we target the one we can control, and luckily, it happens to be the biggest chunk of the concept! So, for customer support and customer interaction, we can take advantage of a lot of modern conveniences we once did not have.


While the ancient call center system can still be used and probably should be an option, it has to be implemented right, and we’ve talked quite a bit about that in the past. Let’s disregard call centers and look at what else we can do to make this obviously a top priority.


Everything is shifting to digital. First, you already have a website, and you’re probably an online business. So, how good is your FAQ? How long is it? If it is less than 100 questions long, you need to try harder. Pay attention to … frequently asked questions … you receive from your various customer communications channels, and regularly update your FAQ to include them.


You can take an extra step by making your FAQ interactive. Add tools such as WalkMe who guide you through the task at hand, in real time and help answer and take action on the FAQ’s you were helping with.


Twitter integration into customer support is now vital for any business, and this is because it’s a convenient way for your customers to communicate with you, as Twitter is already in their lives. So, providing this convenience goes a long way towards a positive customer experience. Just make sure to tell your customers when you will be available. There is no point in creating this outlet, and then creating angry customers as a result of not being around.


Live chat customer support is also becoming popular, and offers slightly less convenience than Twitter by way of preexisting presence, but makes up for it in real-time communication, microphone-free. Some people find this comfortable, and it is less of a hassle. Providing these multiple ways for a customer to get ahold of you, adjustable to their privacy comfort zone, makes for very positive and appreciated experience.


Lastly, though, before I wrap this up, one of the biggest steps you can take is adopting self-service systems and onboard software like WalkMe, which can direct customers automatically through processes on the site. They can also deduce problems and suggest solutions, and quickly and dynamically put customers in contact with the right people in your organization when it comes down to human necessity.


This extra effort, this stab at modernity and this pure convenience is the quintessence of prioritizing the customer experience.