How businesses can use CX to create brand loyalty

- July 23, 2019 3 MIN READ

There is ambiguity surrounding what Customer Experience (CX) really means. Essentially, CX is a tool, used to build a client base, beginning with the first impression a customer has and growing to define their end-to-end experience with a business or corporation.

Because CX is an umbrella for so much, including advertisements, website usability, and product packaging, it is crucial for a company to understand in order to succeed. Here are a few general ways you can start transforming CX to create brand loyalty.

Be honest with your customers

Customers are more astute than many companies give them credit for. As such, when marketers attempt to deceive them with cunning tricks or flashy buzzwords, it generally backfires. Consumers have certain intentions and desires when shopping, and it is our obligation to be clear on our capacity to meet these demands. Be forthright with customers. If you cannot meet customer demands, wasting their time will only deplete your resources and embolden them to speak out on your failing. These people are the taste makers, so there is no sense in being anything but transparent with them.

Listen to genuine customer feedback

Taking the time to listen to your customers can make a world of difference, turning these people from consumers to advocates who feel empowered and feel appreciated by the company. There are a variety of ways to do this, but even plain text emails can go a long way and make positive change in the eyes of both customer and corporation. A consumer feeling confident enough to provide genuine feedback is one who will likely feel inclined to share their positive experience with others, as well.

Concentrate on the holistic customer experience

Many marketers believe their sole focus should be on acquiring revenue for the company and guaranteeing retention of customers. However, such an outlook undermines the investment it takes to get to this point. Too large a focus on the end goal will actually weaken your ability to approach new potential clients and establish relationships that will fuel your desired revenue. It takes time to build up healthy and mutually-beneficial relationships between parties, and rushing this will only detract from the eventual payoff.

Surround yourself with a team that supports your values

Before you can provide a reliable experience to customers externally, you must nurture your team to ensure that they’re internally motivated and encouraged. Cultivating a team that is creative enough to think outside the box, curious enough to confront challenges, and data-driven to the extent of testing theories and solutions are all components of a balanced corporate structure. Employees will carry out your vision for customers if they are compelled enough to do so, and it is your job to make sure they are.

Understand the importance of Net Promotor Score (NPS) surveying

One effective way to acquire customer feedback (an aspect of the customer experience) is through the Net Promotor Score (NPS). The NPS determines how likely it is that a customer will function as a brand ambassador, recommending your product or service to others. The score is calculated by asking customers to answer this question on a scale of 1-10: How likely are you to recommend (insert business name/workshop/service) to a friend, colleague or family member?”

Promoters (9-10) love your brand and are likely to recommend, Passives (7-8) like your brand but will not recommend it to others, Detractors (1-6) are not pleased and could even complain to others. NPS measures long-term customer happiness and loyalty, effectively measuring fluctuations in trends over time.

You can hear more from Alita on how businesses can use artificial intelligence (AI) to execute a successful NPS program and use these findings to make real, transformative changes when she presents at the  Online Retailer Expo and Conference  on Thursday, July 25 from 3:55-4:30pm.




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