According to google analytics, the question ‘What is customer experience?’ is one of the most asked in the service field. Considering it can cost 6 times more to attract a new customer than retain a current one, this doesn’t come as any surprise.
Customer Experience is sometimes referred to as the new Customer Service, and often the phrases are used interchangeably but they are not the same thing. However, both are a business imperative and are intrinsic to an organisation’s success.
We define Customer Service as the provision of service to customers before, during, and after a purchase. Customer service should not be thought of as a department but embraced companywide. Organisations renowned for their service usually have a clearly defined purpose, customer service vision and a strategy that will engage, support and empower employees to embed a service culture.
Customer Experience, also known as CX, is your customers perception of the experience they have with your business. This includes every interaction from navigating your website to receiving the product/service they purchased from you. Everything you do has an impact on your customers’ perception and whether you retain their loyalty.
Customer Experience is one of our 3 key strategic components along with Leadership & Strategy and People & Culture. We work with organisations using our 6 steps to achieve outstanding service and improve customer experience.
70% of companies that deliver best in class customer experience use customer feedback – versus industry average of 50%, and 29% for laggards. – Kolsky
Almost 2 years into the pandemic, continuing uncertainty has changed how customers want to interact with businesses and expectations have risen. A key survey and associated ThinkJar research carried out by Kolsky, revealed some interesting stats, highlighting just how important it is to embed a customer service culture and deliver a great customer experience.
Only 1 out of 26 unhappy customers complain.
91% of unhappy customers who are non-complainers simply leave.
66% of consumers who switched brands did so because of poor service
85% of customer churn due to poor service, was preventable.
Customer insight is more important than ever and providing an outstanding customer experience is often seen as the key to differentiation by many organisations. Having a full understanding of your current customer experience and how customers feel about your organisation, will provide unique insights into key areas for improvement.
To start we suggest you develop a customer strategy and within that include customer insight and colleague feedback to identify pain points in your customer journey. Really get to understand that outside view into your organisation and ensure you are meeting customer needs and expectations. Improving your customer experience will build trust, enhance your reputation and benefit your bottom line.
Customer Service Solutions offer flexible consultancy services to help you to simplify customer service and improve your customer experience. We have over 20 years of strategic and operational expertise transforming customer service practice and improving customer experience.
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