With customer experience emerging as the next competitive differentiator, organizations are giving it some serious thought. Has your business started working on delivering a stellar customer experience yet?
According to Walker’s Customers 2020: A Progress Report, customer experience is going to surpass price and product itself as a key brand differentiator by 2020. Therefore, delivering quality customer experience is no longer a nicety your brand can offer to its customers; it has become a necessity for the survival of your brand. The sooner you start delivering exceptional customer experience, the better chance you have to retain your customers, improve your revenue, and even get successful.
However, delivering outstanding customer experience every single time is one of the most challenging tasks – one that cannot be achieved by throwing in a discount here, and a contest there. Customer experience is all about making your customers feel appreciated, confident, and respected. To continue doing so, you have to hire an excellent customer service team with in-depth knowledge about the customer, interaction, issue resolution, and proactive customer service.
Having more than 15 years of experience in the customer service domain, Fusion has a deep understanding of customer behavior, their wants and needs, and the little things that make your customers happy. We have helped a number of our esteemed clients to deliver outstanding customer experience and earn customer’s loyalty. Here are seven things we do to drive success:
1. Customer Profiling
At Fusion, we believe that the first step of driving customer experience is knowing the customers well. Therefore, we emphasize on putting a face on your customers. While you already know your demographic, it is crucial for us to understand our client’s customers by creating customer service personas.
Creating these personas helps our agents envision the customers they are dealing with daily.
Here’s an example:
If the significant portion of your customer base is working female aged between 25 and 35 living in the suburb your persona might look like this:
Jemma Atterton, Age 32
Mother to Johan (3 years old)
She commutes daily from suburb to the city for work. She has irregular work hours, which allows her very little time with her family during the workweek. She loves to eat out at nearby family restaurants and takes a family vacation once a year.
Creating detailed personas, our agents can put a face to the customers they serve and better understand how they can assist as well as improve your customer experience.
2. Recognize the Customer Journey
We believe that an agent should not interact with each customer in the same way. Just think about it – how would you feel when even after being a regular customer, the customer service agent still welcomes you in a chat session with this message – “Hi, welcome! Let me know if I can help you with anything.”
While it’s an excellent message for customers in the awareness stage, it would not have the same effect on a regular customer who has seen this message several times already.
With the help of CRM, Fusion’s customer service team can determine the stage of a customer journey for each of your customers or lead and use that information to personalize the interaction and boost the customer experience.
3. Create Emotional Bonds
A large section of today’s customers are millennials who put more value on the experience than the product itself. To meet their expectations, your customer service team needs to create an emotional connection. Here are a few ways customer service agents at Fusion have aced the challenge:
- Short storytelling can make the customer better relate to your agent, who represents the brand.
- A surprise never fails. It can be a small discount for the next purchase, a free upgrade, or even early access to something of value to the customer (a chance to purchase the latest tech 30 mins before the others).
- Anticipating customer needs
- Rewarding loyalty with delightful surprises
4. Reducing Customer Effort
Businesses today have already started simplifying the purchasing process for their customers with – one-click checkout, next day shipping, one-day delivery, and instant access to customer service at the touch of a button.
Reducing customer effort has a positive impact on the sales figure and improves customer satisfaction exponentially. Fusion also has a few tricks up its sleeves to minimize customer effort during every customer interaction. These are:
- In case of disconnection, we offer to call back
- We leave no stones unturned to understand customer queries clearly
- Our omnichannel customer service practices help us ensure that no customer has to repeat themselves even when he or she chooses to change the channel in the middle of an interaction.
- Providing helpful material after service
- Practicing first contact resolution
The less effort a customer has to make; the higher is the customer satisfaction level.
5. Using Feedback to Improve
Customers love it when you value their opinion and feedback. Therefore, at Fusion, we try to involve the customers in our improvement process. With our client’s approval, we may send post-interaction short surveys to the customers our agents interact with to know if there is a scope for improvement.
6. In-depth Training
At Fusion, we ensure proper onboarding and ongoing training sessions for each of our processes. From traditional training at the beginning of an agent’s career with us to intermediate exercises as and when required, we do it all. We also do impromptu short quiz sessions to see whether the agent has absorbed the training information or not.
7. Interacting Through the Right Channel
Communicating through the right channel can go a long way to improve customer experience. We believe in engaging the customers on their channels of choice. It helps us bond with them better, driving better customer loyalty and customer experience.
At Fusion, we believe that creating customer experiences is all about nurturing and caring for each client. Therefore, we use these simple tricks to deliver the best customer experience to each customer we serve.