Why You Should Prioritize Customer Experience

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There is a major culture shift happening across all markets right now – customer experience. As more and more options become available through online shopping, online degrees, telehealth services, and more, consumers have room to be pickier in their searches. What’s more, once customers settle on a particular option, they’re less likely to change their decision and start their searches all over again. Because of this, it’s more important than ever to provide customers, clients, students, or whoever is paying for a service, with the kind of experiences that makes them want to stay. Engine Systems makes it a priority to stay up to date on trends like these, and we constantly revise our offerings to properly address them and set others up to do the same.

What is Customer Experience?

Rather than present a vague concept of customer experience, one of the most helpful ways to move forward towards this goal is to have a strong working definition of what it does- and doesn’t- look like. Knowing what customer want, or perhaps more importantly what they don’t want, can help pinpoint weak spots in a company strategy. According to Business Wire, the top drivers of positive customer experience included:

  • Friendly and helpful service representatives

  • Fast service

  • Informational communication

These realities seem simple enough to grasp, but they are often lacking in customer relations. Imagine a time when you had questions about a service or a product. Did the person you spoke to seem enthusiastic about helping you, or annoyed? Did he/she prioritize your needs and work quickly to give you answers, or did he/she sulk around, get distracted, etc? Call center reps often siphon difficult phone calls to other people, which can be just as frustrating. When an employee did provide answers to your questions, were those answers helpful, or were they just scripted placeholders? Each interaction that an employee has with a customer is an opportunity to strengthen or weaken the client relationship. Those that are willing and enthusiastic about helping others and solving problems will leave a positive, lasting impression on customers. Those that don’t can hurt company reputation in a matter of moments.

Surely everyone can imagine a negative customer experience they’ve had, and how it made them feel. Frustration, anger, and annoyance aren’t emotions that typically drive strong sales. Making sure employees don’t evoke these emotions is a step in the right direction towards a good customer experience. According to Business Wire, common detriments to customer service include:

  • Being transferred multiples times

  • Having to repeats oneself

  • Being placed on hold

  • Having too many steps to navigate

Almost 50% of customers will not return to specific brands once they’ve had a negative interaction, and many of those customers will go on to share their bad experience with others. Conversely, “50% of them report interacting with the businesses more frequently after a positive customer experience, and 69% would recommend the company to others.” Because of this, facilitating positive customer experiences is a necessity for any organization to maintain a strong brand image and revenue flow.

Employees

Employees that aren’t motivated to serve customer probably won’t take their jobs very seriosly. This can be detrimental to brand images and revenue. Customer service workers have one of the largest turnover rates in any sector- a staggering 27%. There are several reasons why, but it largely boils down to how companies treat their customer service representatives. These workers aren’t typically paid very high, they likely don’t get benefits or paid time off, and they are usually paid less during training periods, which means that they won’t be as motivated to learn the material well. Furthermore, some customer service representatives don’t have much power to fix the problems that are brought to them. They may not have the authority or knowledge to do so, which means they won’t be helpful, and they’ll have to transfer a customer to someone else who can properly deal with the issue at hand. This can be frustrating for both employees and customers and will surely feed into a negative experience on both ends. Whether they’re working from a call center, a help desk, or wherever else, it can be mentally and emotionally taxing to field a high volume of dissatisfied customers, and representatives should be rightly trained and compensated for that. Investing in a solid customer service team can have multiple benefits, from happier customers, happier employees, and lower attrition rates. When all of these factors are accounted for, revenue is sure to increase alongside satisfaction.

Technology

Having limited technology to help customers is another detriment to customer experience. Especially since the onset of the COVID-19 pandemic, most organizational interactions are being held virtually. Having the kind of technology to facilitate positive interactions is crucial to staying connected with clients, and establishing a solid contact center infrastructure can continue to serve organizations once the pandemic has passed. You can learn more about establishing strong contact centers in our recent white paper- The Benefits of Contact Centers. Apart from establishing competent contact centers, customer relationship management software (CRM) is another solid investment that can boost customer experience and revenue. You can learn more about CRM here.

 Engine Systems

Customers vary across different industries, but no matter the industry or company, they’re all working to achieve the same goal- help others have a better life by offering a product or service. Engine has experience dealing with all kinds of clients, and we know how to keep and them and their customers satisfied. This knowledge comes from an array of experts, our research team who is constantly working to inform better practices for both ourselves and our clients, and through the feedback we receive from peers. Learn how Engine can extend this knowledge to your business and help you increase customer experience today.

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