One of the things that trap a business from growing and scaling is the idea that having an excellent customer service strategy is expensive, or only for businesses with big budgets.

The anticipated investment or expense as some may view it is a key contributing factor to inaction. But the truth is, strong customer service strategies actually save businesses money.

Think back to a time when you had a dissatisfied customer. How long did it take to appease them and listen to their issues, not to mention the time it took to deal with their problems. Add to this any associated expenses of making good on the original issue, postage, and shipping and the fall out on the productivity of the team. 

What is a Customer Experience strategy?

If customer experience (CX) refers to the sum of every interaction or touchpoint a customer has with a business, the customer experience strategy (CXS) defines the actions in place to deliver a positive, meaningful, and memorable experience across those touchpoints.

To deliver a successful CXS here are a number of factors to consider:

 customer experience strategy✓ Competitive Insight – How is / can your experience be better & unique?
✓  Consumer Research – What is the client really looking for?
✓  Marketplace Data – What corrections does the research support?
✓  Mission & Vision – How aligned is your team and core values?

If all of that wasn’t enough now place a dollar figure on the intangible costs of bad publicity or poor online reviews.

So if you think having great customer experiences is expensive try poor poor experiences.

Having an amazing customer experience comes from the process of designing frictionless experiences for the customers anytime they interact with your business. It’s centered on adding value to the customer experience and making it easy and intuitive for them to solve their problems.

Elements of Customer Experience Strategy

1. Reviewing Your Current Customer Service Strategy

What is your current strategy and how are you currently scoring that experience? What are the metrics behind evaluating your business and the individual members of your business as they deliver that experience? 

For example, using a Net Promoter Score or recording Google Reviews would be a great place to start. The goal here is to determine what’s working well for your business and where you can start to improve.

2. Creating a Customer Journey Map

Another important element of your customer experience strategy is a customer journey map. A customer journey map outlines all of the interactions between a customer and your business. The key here is to identify any pain points and frustrations found along the way. The aim here is to help you identify friction points within your customer experience and how to remove them and replace them with surprise and delight elements.

3. Training Your Team

Identifying the areas to improve is only the first step. The next step is sharing those key insights with your team and coaching them to adopt the new strategies. Plan regular training, team members rarely make radical changes after one session.

Don’t shy away from delivering the results, even if the news isn’t good. It is important to be transparent so that they understand why you are proposing these changes. It will help reduce pushback and encourage everyone to step up and embrace the new strategy. 

4. Anticipate The Problems

A superior customer service strategy focuses on solving problems for the customer, whether those problems are anticipated or unexpected. 

Many businesses are able to react to a problem as it happens. The best in market business are able to anticipate a problem before it happens, or at the very least as it begins to happen. 

Ideally, there should be someone in your business who is a stand for the customer experience. Not only for ensuring the customer is having an amazing experience, but they are also checking in with customers routinely, to ensure everything is going well post-purchase. This type of proactive customer service strengthens your team’s relationship with your customer.

5. Providing Self-Service Solutions

Now more than ever, clients are expecting omnichannel service. Being able to connect on multiple platforms to try and find the solutions they are looking for. With self-service tools like chatbots and knowledge assets, there’s no reason why businesses shouldn’t be offering self-service support options to their customers. 

customer experience strategy

Rather than requiring people to call your business whenever they need help, give customers the freedom to answer questions and solve problems on their own using the same documentation that’s available to your team.

That saves your team some time to focus on the more complex issues that require more expertise to troubleshoot.

6. Routinely Collecting Feedback

The best way to find out what your clients are thinking when they are interacting and experiencing your brand is to simply ask them. But sometimes, more importantly, take the time to really listen to them. 

Ways to collect feedback range from, a simple phone call to check in with a client, to Google reviews, NPS, and even focus groups. If you are really genuinely interested and authentic in your approach, you will be amazed at what clients will be willing to share. 

7. Tracking Your Team’s Performance

Only things that are tracked and measured can be improved. So to find out if you are really hitting the mark, it is important to make sure you are tracking your strategy over time. 

Experiences are also very subjective, so asking a team member to go and give a “great experience” will vary from person to person. The ultimate tracking metric is the experience from the client’s perspective. Holding the team to a higher standard will definitely help generate positive interactions with your clients as they experience your business. 

Make sure you give “Kudos” and congratulate your team’s top performers that are going above and beyond for your clients. It will not only make them feel great but inspire others to live their game.

Conclusion

Thinking about providing exceptional service for your clients might seem like a luxury only available to big businesses. The truth is, every business can do it if they have the right motivation and a plan. 

Don’t think of having a remarkable client experience strategy as an expense, it is definitely an investment in your bottom line. Not only will you get great google reviews, have a happier team and clients, but you will find yourself with more gross profit in your bank account. Which will free you up to do more of the things you love to do when it comes to your business and quality time with your family.

If you are looking for extra support to make sure your business is fully optimised – join the 7 Day Google Business Profile Challenge. Where you have 24/7 support to make sure you not only understand all of the elements, of GBP but get the insider secrets on how to make your profile better than the competition.