什么是客户体验？（以及为什么如此重要）

The way you think about customer experience has probably had a profound impact on how you look at your business as a whole. This is just one reason why creating and obsessing over a great customer experience is so important. (Or, if your current customer experience isn't up to standard, how to improve it and where to start.)

First things first — you must understand what customer experience even is.

创造客户体验的两个主要接触点是peopleandproducts.

Are you blown away by the performance of the product? Are you delighted by the attention a customer support rep gives you to help solve your problem? These are some general examples of what factors are at play when creating a great customer experience.

Today, customers have the power, not the sellers.

Who gave them this power? Us — with help from the world wide web.

客户有大量的选择，可以选择自己的触手可及，以及自我教育并自行购买所需的资源。bob体育苹果系统下载安装

This is why it's so important to provide a remarkable experience and make them want to continue doing business with you — customers are your best resource for growing your brand awareness.

So, how can you measure your customer experience to determine what you're doing well and where there's room for improvement?

1. Analyze customer satisfaction survey results.

使用客户满意度surveys (which you can easily create in集线器）定期 - 在整个客户旅程中有意义的时刻之后，可以洞悉客户在品牌和产品或服务方面的体验。

A great way to measure customer experience isNet Promoter Score® or NPS. This measures how likely your customers are to promote you to their friends, family, and colleagues based on their experiences with your company.

Whenmeasuring NPS, consider data in aggregate across teams. Since multiple teams impact your overall customer experience, you'll need a clear picture of performance — and that comes from multiple data points. For example, what is the NPS for in-product usage? What is the NPS for customer service teams across communication channels (phone, email, chat, etc.)? What is the NPS for sales? What is the NPS for attending a marketing webinar?

Analyzing NPS from multiple touch points across the customer journey will tell you what you need to improve and where you're providing an excellent experience already while showing customers you're listening to them and care about what they have to say.

凭借您的NPS得分，请深入团队表现，以确保您全面表现良好。此外，您可以选择跟进客户反馈（无论是正面还是负面），以与客户联系，加深与他们的关系并提高您的保留和忠诚度。

2. Identify the rate of and reasons for customer churn.

随处可见n happens — it's part of doing business. But it's important that you learn from churn when it happens so you can prevent it from happening again.

Make sure you're doing regular analysis of your churned customers so you can determine whether yourchurn rateis increasing or decreasing,reasons for churn, and actions your team may take in the future toprevent a similar situation.

3.向客户询问产品或功能请求。

Create a forum for your customers to request new products or features to make your offerings more useful and helpful for the problems they're trying to solve.

无论是通过电子邮件调查，社交媒体还是社区页面共享该论坛，都使客户有机会主动提供建议。这并不意味着您必须实施收到的所有建议，但是如果出现了重复的趋势，它们可能值得投入时间。

4.分析客户支持票务趋势。

您还应该分析客户支持票你的支持代表每天都努力解决. If there are recurring issues among tickets, review possible reasons for those hiccups and how you can provide solutions across the board — this will allow you to decrease the total number of tickets reps receive while providing a streamlined and enjoyable experience for customers.

Customer experience management is a fundamental component ofcustomer-first strategybecause it demonstrates a clear investment incustomer needs.By monitoring and enhancing different touch points along the customer journey, your company will consistently bring more value to users.

And, that's important for new customers as well as existing ones. New users want to see results fast, assuring their recent purchase. However, if you don't add any additional value over time, these customers may lose interest and look for benefits elsewhere. CXM accounts for these customers and provides programs and features that prevent potential churn.

If you're curious to see how this process works, take a look at the next section for some tips on creating an excellent customer experience.

Featured Resource:客户体验映射模板

Download this template.

接下来，让我们看看一些贫困和出色的客户体验的例子。

客户经验差的例子

We've all endured a crummy customer experience at one point or another. However, in an age of technology, one stood out to me beyond the rest, in an area you may not think of so quickly.

布雷克·摩根（Blake Morgan）写了关于Groupon和how difficult it is to delete a basic account— and as a result, how that creates such a poor (and frustrating) experience. Everyone expects to be able to go into an online account and deactivate or delete it if and when they choose to... right?

Morgan explains that when it's very difficult to delete or deactivate an account, the given business may simply want to inflate their user metrics. Higher user numbers confirm to key stakeholders that their marketing strategies are working when, in reality, they may just be preventing users from leaving on their own. When a company isn't transparent, it can be the result of bad practices — and those practices translate into a poor experience.

公司提供良好的客户experiences make an effort to delight customers at every touch point — and offer transparency along the way.

Exemplary Customer Experience Example

Ever heard ofpi天…3月14日还是3.14 ?我是一个数学怪才,so I personally get giddy about those little things.

A pizza company in Boston, Blaze, used Pi Day as inspiration to run a promo that offered a memorable and positive customer experience — they offered discounted pizza pies (get it?) for only $3.14 on Pi Day.

The promo was sent over email, but it was available in-store without having to pull out your phone or a coupon. The store I went to was packed, but, every employee I interacted with greeted me and thanked me for coming in.

In a city like Boston, where lunch options are plentiful, experiences like these matter. I had a wonderful experience that made me excited to go back in the future. I also returned to my desk after lunch and told my coworkers and friends about the deal — some of which ended up making their way over to Blaze.

There were a few other things to note about this experience:

First, being part of Blaze's email list was key. I never receive more than one email a week, and this one was highly relevant, with a day-of offer that I actually cared about.

Second, the ease of the experience left me with a positive impression. I didn't need to use my phone or print out a coupon code to take advantage of the deal, and despite it being incredibly busy, I was greeted and served kindly and quickly by the team.

第三，我和我的女友大火了，女友要求一个不含麸质的披萨外壳。有时，当您有过敏或饮食限制时，当您的请求要求工人更换手套，清洁表面区域并换掉餐具时，您会感到咕unt声 - 但这一次不是。

员工停了片刻，以交换手套，擦拭该区域，并取回无麸质的外壳，然后准备使用。他们通过其住宿和透明度建立了一定的信任。

就价值而言，披萨很美味 - 有时，客户体验很简单。我以不到通常的价格的一半坐下来吃了整个pi（ha！）。

While these examples give us a good idea for creating a positive customer experience, they're focused on more traditional, brick-and-mortar businesses. If you're running aSaaScompany, you'll need to consider a few additional factors during your analysis.

Let's review those components in the section below.

Online Customer Experience Management

Online or digital customer experience management refers to the experience your business creates online or through a mobile app. As more businesses take their companies online, it's becoming increasingly important to build relationships through digital channels. Companies that don't have brick-and-mortar locations need to rethink touch points in the customer journeys to build brand loyalty.

If you're a SaaS company or launching a website or app, here are a few details to keep in mind when considering the customer experience.

Mobile Experience

If you're online, you're accessible via a smart device, which means customers can find your company anywhere there's cellular or wifi service. The experience these customers have should be nearly identical to those using standard desktop devices.

This means your website should have a comprehensive, well-working app. If it doesn't, your site should beresponsiveand user-friendly cross-device. There's nothing more disappointing than a company that has an amazing website on desktop, but it's cut off and/ or unresponsive on mobile.

Additionally, your app or mobile site should be as effective as your desktop version. You should be able to accomplish the same amount of tasks using either a mobile or a traditional device. Don't sacrifice features for your team's convenience. Rather, put in the extra effort and resources — customers will truly value anomni-channel experience.

Usability

It doesn't matter how effective your product or service is if your customers can't navigate their way around it. Websites and apps should be intuitive, making it clear to the user which steps they need to take to achieve their goals.

您的团队可以通过在您的网站或应用程序上运行可用性测试来创建用户友好的设计。Usability testingevaluates how easy it is to operate your product or service. By running these tests before production, you can create a website design that's easy-to-use and ensures every customer is able to achieve their goals.

User Onboarding

For some companies, customers need to be taught how to use their website or app. Not everyone is tech-savvy and many SaaS businesses provideonboardingto users who aren't familiar with their products or services.

入职是教新客户如何使用您的产品或服务的过程。公司客户成功团队的代表与用户合作，以​​确保他们了解bob全站app购买的价值和目的。这样，客户不必经历耗时的学习曲线，并且可以立即从您的业务中获得价值。

无论您是否是一家SaaS公司，都很难改善您的客户体验。bob全站app那是因为您需要在多个部门进行更改，并确保每个员工都在同一页面上。这是软件可以简化团队过程的地bob电竞官方下载方。

There are plenty of tools available that can monitor and analyze customer experience. Let's review a few options.

1.集线器Service Software

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集线器's Service Software is a customer service platform that includes a variety of features used for customer experience management. For example, the tool offers服务台和票务to help record customer inquiries, track recurring support cases, and more.

It also hascustomer feedbackcapabilities to determine NPS® for customer interactions. These features make it easy for your team to identify common customer roadblocks and roll out changes that help users overcome them.

2.Tealeaf

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Tealeaf是一款分析引擎，可监视和评估在线客户参与度和网站互动。它使用AI来识别重复发生的问题，并提供有关如何在将来纠正它们的见解。它提供及时的更新，可帮助您的团队修复错误和故障，然后再成为广泛的问题。

3.Satmetrix

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Satmetrix provides you with a summary of your overall customer experience. It does this by comparing direct feedback, indirect feedback, and KPI's, all in one report. This gives you a complete picture of the customer experience from the customer's perspective and how it relates to business impact.

4。Walkme

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Walkmeis a customer experience management solution for businesses that primarily interact with customers online. It hasself-servicefeatures that empower users to find their own solutions, saving your support team time. It also has an extensive onboarding program so your team can get up to speed on the software quickly.

5。Khoros

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Khoros is a customer experience management tool that helps businesses monitor their social media engagement. It has omni-channel features so you can communicate with customers wherever they're most comfortable. Khoros has workflow and personalization tools that save your team time without sacrificing the quality of your customer service.

6。讲台

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如果您想要一个简单明了的解决方案，领奖台是SMB寻求增强客户体验的绝佳选择。它具有实时聊天，可让您培养来您网站的新访客。它还具有反馈选项，可以使用NPS调查客户。

7。Whatfix

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Whatfix gives you more control over your customer-facing content and influences what information customers see and engage with. You can roll out site-wide corrections, update themes from a centralized location, and alert customers whenever changes are made to your product or service. And, Whatfix supports a variety of API's so you can integrate it with other tools you use daily.

Create a Remarkable Customer Experience

Identifying key touch points along your customers' journey, collecting customer feedback to improve or keep iterating on those experiences, and analyzing trends will help you improve customer sentiment about your company — and keep them telling their friends and family about your organization.

Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.

Editor's note: This post was originally published in March 2018 and has been updated for comprehensiveness.