Building Customer Experience Through Customer Relationships

The customer experience is one of the most influential factors in building your customer relationships. Your customers want to feel connected to you as a brand in order to continue using your products or services, instead of simply choosing the company that offers the lowest price. Here are a few ways you can focus on gathering and acting on customer feedback in order to improve your customer relationships and experience.

Who is Customer-Facing?

Your customer support agents handle the majority of customer contact, so improving customer experience (CX) requires focusing on how they interact with your customers. Ask yourself these questions:

  • Are they trained in your brand voice, tone and acceptable language?
  • Do they quickly and directly identify customer issues and achieve resolutions?
  • Can they provide a helpful, engaging experience for customers and build an emotional investment in your brand?

Customer service agents hear a variety of issues about your organization's products and services. This invaluable feedback not only helps customer support do their job, it helps the entire organization understand its customers' needs and major hangups. Collecting this feedback provides a great deal of useful information.

Leveraging Feedback on Customer Experience

How does your company gather and organize customer feedback? You don't want to rely on customer service agents remembering talking points after customer issues are resolved, so work a feedback field into the software they work through. It's not enough to have agents write down this information, you also need to analyze it to understand what's working, what isn't and what needs to change.

Customer Feedback Channels

Outside of direct customer contact, there are other ways for you to solicit customer feedback and improve your CX. Providing channels for direct contact, such as social media and email, allows customers to directly deliver feedback. They will be free to talk about the topics that impact them directly, so keep in mind that this may not provide the most helpful information if you need feedback on specific areas of the CX.

Guide responses using polls and surveys to get an idea what customers are looking for on specific topics. You will engage your customers and gain valuable feedback while opening up a line of communication so they can comment on other topics as well.

Social listening looks at social media networks and alerts you if customers are talking about your brand. They may or may not reach out to you directly, but you can engage with these customers to potentially address problems and gather feedback by joining the conversation.

How to Change Your CX Strategy When It Isn't Working

Your CX strategy will evolve over time, especially as customer service demand increases. You begin by identifying the common requests and problems customers bring to support. One way to improve your CX strategy is by providing additional, fast ways for customers to resolve issues relating to common problems. Depending on your customer support configuration, you could add self-help resources to cut down call volume, incorporate IVR options addressing these problems, or create targeted content revolving around specific issues.

In today's fast-paced digital media world, your CX strategy is what sets you apart from other organizations. Adapting and adjusting your strategy based on direct customer feedback can spell the difference between an evolving company and one that's stagnating.



Michael Buenaventura

June 03, 2015