How to fix your Customer Experience
You've heard of "Secret Shoppers"? People often used by companies to find out how effective their retail sales teams and or customer service teams actually are...
Well, what if I was to tell you that you need to use a similar process on yourself as a business?
Well, what if I was to tell you that you need to use a similar process on yourself as a business?
What do I mean...
The vast majority of companies I speak with do not know what their actual customer journey's look like...and when I say vast, I mean 90%+
What this means is that when asked specific questions about various steps their customers need to take for:
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Often the response is…”there should be a link for that”, but in reality, they simply don’t know.
Even simple phone numbers are extremely difficult to find these days...many companies make it impossible for a customer to actually communicate with them!
Aside from how this affects their customers, this also means that they do not have any real sense of whether their customers are delighted with their experience online or if they have left them for a better experience.
Even simple phone numbers are extremely difficult to find these days...many companies make it impossible for a customer to actually communicate with them!
Aside from how this affects their customers, this also means that they do not have any real sense of whether their customers are delighted with their experience online or if they have left them for a better experience.
So how should your customer experience look?
Now you might say, "Well that's no big deal because that's retail and we are B2B". Well, you'd be wrong, because customers now expect that level of experience for both retail and commercial services. Further, if they don't get it, they move on immediately
There is no second chance, it's over.
- The standard today, if I have to pick one ... is, “Amazon”
- Using Amazon's site and services has set a very high bar!
- Amazon has become the customers expectation of how all their online experiences should now be...
Now you might say, "Well that's no big deal because that's retail and we are B2B". Well, you'd be wrong, because customers now expect that level of experience for both retail and commercial services. Further, if they don't get it, they move on immediately
There is no second chance, it's over.
Now you might also say well that’s only for online experience, our customers work with us directly and we have the “BEST” customer service
Wrong again!
Customers today do absolutely everything online, even before phoning, emailing or visiting any potential provider, they have done their research...online. Let’s face it, we all do exactly the same thing.
Wrong again!
Customers today do absolutely everything online, even before phoning, emailing or visiting any potential provider, they have done their research...online. Let’s face it, we all do exactly the same thing.
However, only using one or two of these will lead to a very imprecise and dangerous conclusion. The best solution is to get outside your bubble and hire and outside team to do the research and provide direction. The first thing that needs to be completed is to map the real journey your customers take no matter how they begin to interact with your brand. Once you have done this, the job of making this journey simple, fast and fun, begins.
Let's face it, if you knew how to improve this yourself, wouldn't you or your teams have done it already?
https://www.linkedin.com/in/thomas-ross-socialsales/
https://www.linkedin.com/in/thomas-ross-socialsales/
Description
It might be time to use the concept of a secret shopper to determine if your own customers are getting the results you think. But how to do this?
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