The customer experience you provide is the competitive advantage you have. If you provide a bad experience, you will drive your customers away, and (soon) you will pose no threat to your competitors. If you provide your customers with a great experience, they will return and purchase more. In fact, a survey conducted by Harvard Business Review found that customers who have great experiences spend 140% more compared to those who have poor experiences.
An additional 40% more revenue can go a long way to help grow your business. And who wouldn’t want that?
Therefore, focus on establishing a customer experience (CX) strategy that allows you to address your customers’ specific needs when they need you to. If you can do that, you will become much more profitable and pose a huge threat to your competitors.
Here are 5 easy ways to get started to build a great CX strategy.
The founder was usually the first salesperson for a new company. As an SMB, many do not yet have a robust customer service group. This may be because it is hard to understand that a personal relationship could ever result in an unhappy customer. But it can, and it can cost the company profitability. Therefore, when the company grows to the point where personal relationships are no longer possible, a customer service group needs the tools to proactively maintain consistent positive customer relationships.
We live in a world where instant gratification is the norm. Your customers have everything at their fingertips, and they believe that their customer experience should be just as instantaneous. They want what they want when they want it. Offering self-service capabilities are now mandatory, allowing customers to access the information they need and process simple, standardized transactions… leaving the more complicated, judgement-base work to higher-cost channels.
Personalizing all customer touch points is no longer an option. Personalization differentiates your brand and drive sales, but it needs to be more than simply inserting a person’s first name into a marketing email. The right CX cloud technology allows SMBs to match customers with personalized offers that are targeted to best serve their needs―across a variety of digital channels and devices.
To succeed, your small business needs to be executing an optimized omni-channel strategy. That way when your customer is ready to purchase, you are ready to sell.
As you grow, your SMB will add more customer-facing employees. What can make or break your business is the technology all these employees use to support a top-notch customer experience.
Intrigued? Want to know how to actually do these 5 things? Check out Oracle SMB's newest ebook, 5 Ways to Improve Customer Experience (and Drive Growth through Profitable Sales).
In this informative ebook, you learn about the importance of cross-device personalization, how SMBs need to focus on an omni-channel approach, and how back-office / front-office integration can help improve all of this and provide the competitive advantage you need.