Best customer experience advice Do you know how to make the best user journey

What is the customer experience?

The importance of customer experience

The digital customer experience in 2021

How you can improve your customer experience with software

How can Optimiser’s software help?

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What is the Customer Experience? 

Customer experience (CX) is made up of every interaction a customer has across your company, from discovery to purchase and ending with feedback, advocacy or repeat custom. A positive CX can influence prospects even before their first interaction with you, which is why building a great CX is essential.

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The importance of customer experience

Every customer sales rep understands the importance of having smooth, comfortable conversations with customers: every single time.

When your customer arrives at your direct communication channel, chances are that they’ve already been through several layers of customer service. The quality of that customer service is what determines the sort of conversations you have with customers.

Much of the time, a negative customer experience does not originate from their conversation with a sales rep, especially if you pride your company on having a stellar, friendly customer relations department. So where does the frustration come from, and can these feelings be abated to ensure your customers and reps are having better communications?

 

 

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The digital customer experience in 2021

The customer experience has been increasingly digital for a number of years, but has seen a very rapid switch to online interactions as a result of the COVID-19 pandemic. While businesses have always relied on digital service channels to provide customer service, it is now the primary communication channel. Not only that, businesses are expected to provide the same calibre of customer service with their reps all operating from home, complete with distractions and a lack of access to the necessary technology.

The primary considerations for businesses in 2021 should be:

• Availability
  • Is customer service available to your customers whenever they need it?
• Accessibility
  • Can customers access your customer service in a way that is convenient and easy for them?
• Value
  • Am I providing valuable experiences for customers that encourage them to repeat the experience?

By mapping out your current customer experience from the perspective of an external client, you can begin to evaluate how successfully you are targeting these CX considerations, and where you should be making improvements.

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How you can improve your customer experiences with software

Customer Relationship Management (CRM) software has been used as a core resource by businesses for many years. Simply speaking, CRM is a set of tools designed to optimise your CX, from internal staff management to external communication methods. 

While investing in an IT tool to improve CX may seem wasteful, studies have found that businesses that value the customer’s experience as a priority above other considerations frequently show the most growth when compared to other businesses.

The following are all benefits of using a CRM system to help you operate your CX that would be impossible to manage manually.

 

 

1. Onboarding and sales funnel

CRM can help capture leads from prospects on your bottom line. Contacts module compares similar existing accounts and warmth scores- assigns each new lead a percentage- likelihood of that account to become a closed won case. 

Understand which questions are being asked most frequently, how often clients request phone calls, which information proves most useful and where your business is being discovered by the most lucrative clients.

2. Retention and nurturing

When it comes to the CX, retention is arguably some of the most important work your sales reps will do. On average it is 10x more expensive to onboard a new client than to retain an existing one. Customers react well to a brand they have consistently good experiences with, and studies have shown just one negative interaction can be enough to put them off your business entirely. 

CRM tools improve the customer experience by allowing you to quantify and analyse consumer reactions to your pipeline strategies, as well as creating valuable tailored messaging at the right time for your contacts.

3. Learn from failures

Analytics allow detailed understanding of customer churn and bad interactions. As mentioned at the beginning of this article, bad CX is often not the fault of sales reps, so it is up to business owners to understand where it is coming from. Mistakes can be very valuable bits of information, only if they are treated correctly: recorded, understood, and acted upon.

 

“Your most unhappy customers are your greatest source of learning,”

• Bill Gates

 

4. Handle the customer experience from a single place

By uniting all CRM practices in a single place, it is easier to create comprehensive customer profiles that leave no information lost in the mix. You are also able to gain a better understanding of the customer’s needs at each point in the journey. Evolve beyond the use of multiple third party tools, and allow multiple sales reps to work on the same case or with the same client remotely.

Finally, it ensures that the full CX spectrum is visible from a single point, meaning you can more easily identify churn rates, leaks that need patching, and where resources are best deployed throughout the user journey.

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How can Optimiser’s software help?

Optimiser’s intuitive CRM tools are powerful, easy to use, and are bundled under a single unique subscription that targets your specific goals for business optimisation. The expert onboarding team works to identify your business scope, and the areas in which Optimiser can provide a solution. They then work with you to integrate the new systems into your existing legacy procedures, onboard your teams with detailed tutorials, and provide guidance on setting up time-saving automations.

Optimiser is a comprehensive CRM software company, providing businesses a customisable solution to their personal goals for sales, productivity, and growth. Powerful integrated modules include lead management software, a B2B sales toolkit, automated marketing suite and more for sale under a single subscription. Try Optimiser’s CRM software demo with access to the full Enterprise Licence FREE for 30 days, and find out how you can skyrocket productivity in just one month!