A unique customer experience shapes an organisation’s public perception online. With audience reactions both unfiltered and in real-time, businesses should care about their image. The customer experience does wonders in boosting a company’s brand and online presence. Whether it’s a negative or positive wholly depends on how they approach the experience they wish to present.
Let’s look at the importance of having a unique customer experience and how it is vital to an organisation’s success.
Why Create A Unique Customer Experience?
Businesses thrive on competition. They constantly look for ways of standing out and offering something unique to potential audiences. One way they do this is by creating a unique customer experience that is distinctly “them.” By creating this customer experience (or CX), businesses can stand out from their competition and expand their target audience. The fast, real-time nature of the internet has also changed how audiences interact with businesses.
Because of this, the need to have a unique customer experience is now more important than ever. We see this whenever people reply to or interact with companies or brands online. Though parasocial in nature, there is a sense of mutual respect and making the consumers feel they are important. They are able to set expectations for their audience while striving to go above and beyond their expectations.
Navigating the experience should not also be complicated. Audiences want their interactions to be simple and easy, with questions or issues rectified immediately. Through clear communication and understanding, you can create a unique customer experience that addresses the needs of your audience. Providing this experience is an ongoing process that grows and adapts to people and their shifting ideals.
How To Create These Experiences
Businesses can facilitate these experiences in different ways. They must find a perfect balance with what they offer without being too invasive or abrasive to the audience they wish to reach. The use of technologies like automation and AI helps in creating these experiences as well. Here are some key examples.
Putting People First
A unique customer experience always puts people first. However, this does not just mean reaching your desired audience. It also means the people who make up your customer service team and are your first lines of interaction with other people. In order to provide excellent service, your team must be happy and committed to it. For years, Southwest Airlines in the United States has been the go-to example of businesses putting their teams first for years. It is ingrained in its mission to provide the highest quality customer service possible. No matter how effective a customer experience strategy is on paper, it will not mean much if it is not executed well.
Listening to Social Media
Social media is often considered to be word of mouth. This means businesses must not also overlook just how influential the medium is. Any good customer experience strategy worth its salt knows that listening on social feeds helps shape the personal touch they want. Social media provides more avenues for creating connections that keep businesses ahead of the curve. With audiences more likely to share their positive experiences with businesses online, listening to social media has become more vital.
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Taking Constructive Feedback to Heart
Feedback is the “voice of the customer” (VOC). Because of social media listening, real-time feedback has become a valuable resource in growing and developing any customer experience. The first-hand stories of your audience paint a clear picture of what your organisation is doing right, where it can improve, and how they can effectively implement changes. It is subjective to believe that the customer is always right. It matters more to hear what customers are saying about you.
There are several other ways to create these experiences, but the fundamentals remain the same. They go a long way in establishing your audience rapport. For instance, using easy-to-understand terms and showing common courtesy can influence how people perceive your business. Overlooking them would be a deterrent to your overall strategies.
Avoiding The Pitfalls
Remember that a unique customer experience does not exist in a vacuum. As mentioned earlier, businesses thrive on competition, and audiences want more comprehensive options. If your audience knows what experience your competitors offer – one that may be better than yours – it may be time to rethink how you engage with them. This can start with creating the team you want that will deliver your unique customer experience. With the right provider and strategy in place, you can begin to shape how your business will be received online.
