7 Ways to improve the customer experience
Updated: Dec 10, 2018
All customers have stories of good and bad experiences in a sales or customer service situation.
Whether it was the poor attention provided by a sales assistant in a retail environment, or the prompt response from a service provider, we all have our tales to tell.
In fact, where consumers are likely to tell 16 people about a poor customer experience, they typically only tell 9 people about a good experience – a ratio of almost 2:1. (American Express Global Customer Service Barometer) Given how important it is for businesses of all sizes and types to win the hearts – and business – of new and existing customers, it is paramount to understand what customers really want.
Here are 7 of the key ‘wants’ of customers;
They want choices – Customers do not want to feel helpless, trapped or at the mercy of the "system". Businesses that can offer choices to prospective customers are more likely to win their support.
They want value – In a highly competitive marketplace, it is even more important for the customer to perceive genuine value in any offer. With access to a broad range of services and products at their fingertips, the consumer is more commercially aware than ever before. Where once we cited caveat emptor (buyer beware) we now need to consider the emerging alternative, caveat venditor (seller beware).
They want their problems solved – Even if you can't solve their entire problem, customers like to see that you are making a genuine effort to assist them. If they see you as making an effort on their behalf, they are more likely to give you their time and, ideally, their business.
They want acknowledgment and understanding – People want to feel you are making the effort to understand their situation. There is no better way to achieve this than to actively listen to the customer and any concerns they may have.
They want to be re-assured – One of the common customer responses after an impulsive sale is buyer’s remorse – that emotion/feeling that makes the customer question their purchase (validity, quality, relevance, practicality, etc). Businesses and sales professionals need to be aware of this and strive to overcome it by keeping customer confidence throughout the entire sales process.
They want promises kept – In order to build further trust in the brand, product and/or service on offer, it’s important that what is promised to the customer is actually delivered. If you have managed to acquire the trust of a customer, be sure to do everything that you can to ensure that trust is upheld.
They want ease of transaction – If the process to purchase, register or subscribe is too complex for the prospective customer, they are less likely to proceed.