Customer experience improvement
In a world where we are approached daily by hundreds of brands and advertisements, we ask ourselves: How to build a strong and differentiated relationship with Customers?
There are different elements that are part of this answer. However, recent research indicates that personalized content and a positive Customer experience are a company's main competitive differentiators..
Making each Customer feel special and exclusive conveys a fundamental message: Customers are respected, treated well and important to you. Providing this experience is the way to build a journey based on a trusting, strong and lasting relationship with the Client.
How is the service desired by the customer?
- Honest Truthful, ethical and morally serious
- Personalized Differentiated, kind and human
- Accessible Understandable and no complexity to get the desired result
- Efficient Objective, clear and immediate answers
- Consistent Uniformity in the channels used and continuity in service (no need to repeat each interaction with the company)
- Eficient The problem solved in the first iteration
- Versatile Alternative channels, different means and forms of payments and deliveries for greater ease and convenience for the Customer
True, ethical and morally serious
Differentiated, kind and human
Understandable and no complexity to get the desired result
Objective, clear and immediate answers
Uniformity in the channels used and continuity in service (no need to repeat each interaction with the company)
The problem solved in the first iteration
Alternative channels, different means and forms of payments and deliveries for greater ease and convenience for the Customer
The challenge for companies is to provide the Customer with a service with these qualities and a positive experience in all available channels, and still keep the promise of excellence in service throughout the relationship journey.
Review and planning
The world that determines the Customers' experience in the consumption of products and services is broad, complex and dynamic. It goes well beyond price and product quality. There are a large number of variables that belong to this context, circumstances change according to the availability of new technologies, Customers' preferences and expectations as well.
To remain competitive in the market, it is necessary to evaluate the company's current and future positioning in relation to the Customer experience. It is necessary to analyze the opinion of Customers, identify gaps and opportunities for improvement, evaluate the efficiency of channels, processes, people, information technology, company presence on social networks, analyze trends and opportunities for innovation.
Key Benefits of Enhancing the Customer Experience
- Improves the level of customer satisfaction
- Increases company revenue
- Promotes customer loyalty
- Increases the number of customers promoting the business
- Increases the company's competitiveness
- Customizes and builds a trusting and lasting relationship with customers
What does research say about the importance of customer experience?
- 62% of companies consider the Customer experience a competitive differentiator. - Source: Strikedeck
- 93% of Customers tend to repeat purchases with companies that offer excellent customer service. - Source: HubSpot Research
- By the end of 2020, customer experience will overtake price and product as the brand's key differentiator. - Source: WALKER Research
- 80% of the 362 companies evaluated in the survey say they provide a superior experience to their Customers, while their Customers say that only 8% of companies deliver this. Source: Bain & Company
- 70% of the customer journey is based on how they are treated. - Source: McKinsey
- "78% of Customers cancel their purchases because of a negative customer service experience. Source: Glance
- It takes 12 satisfied Customers to offset the impact generated by 1 Customer dissatisfied with the customer service experience - Source: Glance
- 62% of Customers share their negative experiences with others. - Source: Glance
What does research say about the importance of customer experience?
The priorities according to 1,269 executives from global companies:
Increased customer retention and loyalty levels
81%
Customer experience improvement
80%
Revenue growth
79%
Products and services improvement
79%
- Improvement of the entire customer journey
- Improved customer experience across different channels
- Improvement/expansion of marketing content for products and services
- Improved social media experience
- Criao ou aprimoramento das funes para a plataforma mvel
Source: Forrester-led study of 1,269 executives from global companies, February 2018
What does research say about service channels?
Incorrect display / navigation difficulty
Search with useless results
Slow to load information
Website not found
84%
84% of companies claiming to be customer focused are prioritizing their efforts on the mobile platform.
90%
The negative experience in the use of services provided by companies on mobile platforms is responsible for 90% of Customer complaints.
1 Browsing, Searching and information loading time are the most common causes.
57%
57% of Customers do not recommend a company that their mobile website has generated a negative experience.
What does research say about service channels?
50%
50% of Customers would not visit a website with their mobile device that had generated a negative experience, even though they enjoyed the company's products and services.
STAT COUNTER
52%
52% of all internet traffic is generated by mobile devices. Traffic generated by desktops is on the decline.
How can we help your company?
Customer experience enhancement can take many forms and scopes depending on the needs of the business. Below is an example of how Citrine Consulting can help:
Customer experience review
Customer experience is one of the main competitive advantages and strategic objective of modern companies. You need to assess your company's current and future positioning throughout the customer journey. Through a structured approach, we assess all important dimensions, identifying gaps, opportunities for improvement and innovation. From the solid foundation that only a complete review can provide, initiatives to improve the customer experience will be defined, helping executives to understand the implementation effort and benefits to be achieved.
Why Citrine Consulting?
Aware of the importance of this work and the strong synergy with its practices focused on business processes, people and information technology, Citrine Consulting has established alliances with experienced Marketing and Communications professionals who are part of its team and add value to the strategic initiatives carried out. with its Customers. We believe that it is precisely by facing business challenges in all their dimensions, that is, business processes, information technology and people (workforce performance), Marketing and Communications in a coordinated effort, that we can contribute in a differentiated way to our Clients. maximize their results.
