14种创新客户体验的方法[+Examples]

In1952, a restaurant in California purchased eight Prince Castle milkshake machines, each capable of producing five milkshakes at a time. This was pretty unusual activity for a small burger stand in the 1950s, so the salesman from Prince Castle went to the restaurant to check it out.

What he found was a company that had revolutionized the customer experience to revolve around efficiency and product quality. The building was customized to fit the natural workflow of the employees and the milkshake machines were churning out 40 milkshakes at a time, constantly.

那个小汉堡站成我们今天所知道的麦当劳，它仍然是世界上最大的快餐连锁店。

Moral of the story? Every business should want to innovate its customer experience. It makes you unique and it lets you offer something that your competitors can't.

But, innovation doesn't happen overnight. The founders of Mcdonald's spent years analyzing, planning, and testing until they found the restaurant design that was right for them. That doesn't mean it's impossible to match their success, but it will take some time, dedication, and hard work.

If you're looking to get started, read on for a list of ways you can innovate the customer experience at your business.

For more specific ways to innovate the customer experience, read on for a list of tips and examples that we gathered below.

14种创新客户体验的方法

1. Establish an Online Experience.

If you're still solely operating as a brick-and-mortar business, then the most obvious innovation you can make is bringing your brand online. That doesn't necessarily mean ecommerce, either. Just having a presence online makes your company more accessible and helps new customers discover your business.

业务示例：Wootten

Wootten是澳大利亚皮革的零售商an excellent website to showcase its brand. The site has its products front and center on its homepage and each item comes with a detailed description of price, sizing, and materials used to create each one. It also has a service section that includes things like a maintenance guide that tells customers how to properly clean and care for each product. While Wootten does use this site for ecommerce, it's still a great marketing tool for helping people discover the brand.

2.提供客户忠诚度计划。

An effective way to boost both customer satisfaction and retention rates is to offer acustomer loyalty program。Loyalty programs add value after a purchase is made, keeping your brand relevant even when the customer doesn't need to buy one of your products.

业务示例：Boloco

Boloco's loyalty program is great because it's simple and to the point. After every 50$ spent, the customer gets a free item from the menu. It doesn't matter if that item is an extra-large burrito or just a side of guac, the customer has the entire menu to choose from for their reward.

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3. Provide a Customer Success Manager.

Acustomer success manager(CSM) can significantly influence the customer experience by removing roadblocks that create friction after a purchase is made. CSMs are assigned to customer accounts where they monitor activity and look for opportunities to improve the customer's experience. Part of this involves troubleshooting and answering questions, but most of it is strategizing how the customer will succeed after they purchase something from the brand.

业务示例：集线器

From prospect to evangelist, HubSpot's customer success managers have a direct impact on the customer experience. They guide new customers through the onboarding process and support them via phone and email throughout the rest of the客户旅程。这为用户提供了可靠的资源，他们可以在想学习如何使用产品，对服务问题或有兴趣从公司购买新商品时与他们联系。bob全站app

4.重新设计您的入职。

First impressions can have a big influence on the customer experience, particularly right after a purchase is made. That's why it's important to offer anonboarding programwhere you can teach new customers how to use your product or service. This will ensure new users won't get frustrated learning your product and won't abandon it because they feel it's too complicated or doesn't fit their needs.

业务示例：Duolingo

Learning a new language takes time and many people give up before they master the language of their choosing. Duolingo understands this challenge and has thus designed its onboarding to optimize customer retention. It has an easy and interactive setup process so you can jump into lessons right away, and it's daily goal notifications, like the one below, act as a nice reminder to return the app each day.

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5. Adopt New Support Channels.

新的支持渠道将始终改善客户体验，因为它使您的支持团队更容易访问您customer base。Speed is crucial when it comes to customer service and having plenty of channels for people to communicate with you makes it easier for them to obtain information quickly. And, the better your support is, the better their overall experience will be.

业务示例：Spotify

Spotify使用其Twitter帐户来回答追随者使用该应用时遇到的问题。它还鼓励用户通过Twitter要求新歌曲，以便其团队知道该平台目前不提供的音乐类型。这是Spotify不仅可以改善其产品，还可以保留和吸引客户的好方法。

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6. Add a Chatbot to Your Website.

如果您目前正在通过live chat, a great way to innovate their experience is by adding a chatbot to your website. Chatbots automate customer support functions saving time for both the customer and the support agent. Chatbots field basic service inquiries and direct customers to specialists when their problem is more complicated. This creates a balanced support system that appeals to both customers who are in a hurry and those who are looking for a more detailed explanation from your support team.

业务示例：Cleo

Cleo is an AI-powered budget management app that helps people spend their money more efficiently. Cleo's chatbot gives users advice that can help them meet their daily spending limits and better adhere to their budget. Cleo can even personalize it's messaging so that it criticizes or praises the user based on whether or not they meet their daily goals.

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7. Gamify the Pre- and Post-Purchase Experience.

您可以通过在整个购买前后的旅程中添加游戏化元素来真正改变客户体验。游戏化需要定期（通常是乏味）活动，并将它们变成有趣的互动体验。即使您要求他们完成诸如填写调查或支付账单之类的琐碎任务，这也可以使客户与您的品牌互动。

业务示例：Tim Horton's

Tim Horton's recently upgraded its loyalty program to include gamified elements within its mobile app. Now, users can play games and "level up" while they work towards earning rewards that they can redeem at Tim Horton's restaurants. This is a great way to keep the brand top of mind and encourage customers to return to the business, even though the games don't directly relate to Tim Horton's products.

8. Look for Opportunities to Automate.

You can make a big impact on your customer experience just by automating routine functions for your support team. For example, a票务系统可以自动化措施，例如创建新的机票，将其分配和分配给代表，并在未回复票证时发送后续电子邮件。这些小动作在整个支持转移过程中加起来，因此您可以自动化的越多，您的服务体验就越有效。

业务示例：康卡斯特Xfinity

If you've ever set up a cable subscription, you know it can involve a lot of back and forth with your provider's support team. First, you need to buy the subscription, then you need to set up the router, and finally, you need to activate your devices so it's linked to your provider.

康卡斯特Xfinitymakes most of this easy by adding an automated phone tree to its support experience. The AI first determines if there's an account associated with the caller's phone number, then tries to determine where they are in the setup process based on their previous interactions with the company. Once it pinpoints where the customer is having trouble, the system forwards them to a rep who's best suited to help.

9. Be Proactive With Your Customer Service.

Proactive customer servicemeans your support team is actively looking for new problems that may affect the customer experience. When a new problem is discovered, your team gets ahead of the issue and either solves it before it affects your users or alerts your customers so they can prepare for it ahead of time. This shows customers that you're constantly thinking about their success and are doing everything you can to clear roadblocks that would prevent them from achieving their goals.

业务示例：Anglian Water

Anglian Water is a public water provider that operates in east England. If its system shuts down, its customers are going to want to know immediately about any disruption to their water supply. So, the company offers this interactive map that notifies customers whenever there's an outage or construction taking place on a water line. Customers can also subscribe to emails or SMS messages that will update them in real-time regarding any changes to their service.

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10.重新评估您的移动体验。

由于将重点放在您的商店，网站和社交媒体帐户上，因此很容易忽略您的移动体验。但是，研究表明57%如果您的品牌的移动网站或应用程序不佳，则不会推荐您的品牌。和，50%of customers will stop interacting with your website altogether, even if they like your products and services. This makes mobile just as important as your desktop or in-store experience, especially as people continue to use smartphones to access information on the go.

业务示例：耐克

耐克created aself-service experiencein one of its stores by offering a new app called the "Speed Shop." The Speed Shop was designed to allow customers to buy Nike products in stores without the help of a service representative. Customers would simply download the app, scan product barcodes, then confirm their purchase digitally on their way out the door. The image below shows us exactly how this process worked.

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11. Build a Customer-First Culture.

Acustomer-first strategyis built from the top down. Management has to prioritize customer needs then communicate those values to the rest of the organization. If everyone at the company is putting the customer first, then you'll have a culture that revolves aroundcustomer successDelight将成为您公司的标准体验 - 不仅是代表超越和以后的偶尔互动。bob全站app

业务示例：Amazon

你知道在每一个在亚马逊th公司会议吗bob全站appere's at least one empty chair? It doesn't matter if the meeting is between two people or two hundred people, Amazon always keeps an extra chair empty to symbolize thevoice of the customer。What this does is subconsciously embed the customer experience throughout all of Amazon's decision making. Whenever an executive wants to make a change, that chair reminds them that they have to consider how this change will affect the customer as well as their experience with the company.

12. Listen and Respond to Customer Reviews.

The best innovation is customer-driven. This means that the customer's input is the primary inspiration for the change that your business is making. We'll talk more about what this means later in this post, but listening and responding to customer reviews is the first step you can take towards customer-driven innovation.

商业示例：HubSpot

When it comes to customer reviews, HubSpot is very in tune with what its customers are saying about its products and services. The company not only monitors third-party sites for mentions and new listings, but also participates actively by responding to customers shortly after they publish a review. Here's an example of one from Glassdoor that a HubSpot rep responded to.

13. Prioritize High-Quality Customer Support.

客户服务是customer acquisition工具,一个党不错。如果您提供嗨gh-quality customer support, people will want to work with your business, even if your products cost a little more. In fact,86%of customers are willing to pay more for a better customer experience than a poor one. This means if your customer support is better than your competition, you'll have another marketing tool that you can leverage when attracting new leads.

业务示例：Zappos

Zappos是一家在线零售商，围绕客户服务建立了声誉。它具有独特的企业文化，鼓励支持代表竭尽所能使客户感到高兴，即使这意味着超出了标准政策或协议之外。Zappos的客户支持非常好，以至于公司甚至促进了其最令人难忘的互动作为广告，就像以下示例bob全站app一样。

14. Adopt Powerful Customer Service Tools.

As your customer base grows, the demand for your customer service team will increase as well. While your team may be able to maintain the same quality of service for some time, eventually they'll struggle to keep up as you continue to acquire more customers. This leaves you with the choice of either hiring more reps or adopting new technology to give your team a hand.

Tools likehelp desksandshared inboxesmake a major difference in your support team's workflow. They can automate tasks, enable collaboration, and help reps manage their queues as your customer base continues to grow. These tools help support teams meet the timely expectations of your customers while still providing that same quality of service that makes your brand stand out.

业务示例：瑜伽国际

Yoga International是一家基于订阅的在线瑜伽工作室，通过其网站提供课程和课程。最近，该公司通过了bob全站appService Hub, to collect customer feedback and respond to customer reviews. This has led to a20%decrease in customer churn and a 5% increase in referrals. Not to mention, there have been an estimated 1,000 support tickets that have been deflected since the company implemented these tools.

Earlier in this post, we mentioned how innovation is most effective when it's customer-driven. However, achieving this isn't as simple as just asking customers for their opinions on your products. You need to develop a systematic approach that makes feedback more accessible and encourages customers to speak freely about your brand.

How to Create Customer-Driven Innovation

Gather Customer Feedback.

If you want to generate customer-driven innovation, then you'll need to get in touch with your customers and listen to their ideas. Whether this is through surveys, focus groups, or analyzing common support cases, you'll need to know how your customers feel about your products and where they think you can improve. Without collecting and analyzing this input, you'll continue making changes based on your team's perspective and not off of the recommendations of your customers.

Analyze Your Customer Service Data.

Direct customer feedback is great because it highlights a specific issue with your product or service. However, this data is not the only way to find out how your customers feel about your brand.

由您的共享收件箱或帮助台收集的客户数据对了解客户对您公司的体验的感觉非常有帮助。bob全站app那是因为当您直接向客户寻求反馈时，他们可能会回避诚实，因为他们害怕伤害您的感受。但是，当您从第三方的角度分析支持门票时，您会注意到客户会更坦率地谈论您的品牌。

This is exactly the information you want to analyze because it's unfiltered feedback about your company.

提供一个想法提取过程。

An easy approach to encouraging customer-driven innovation is to add an idea-submission feature to your website. This is a place where customers can voice their opinion on how you can improve your business and upvote ideas that other customers have submitted. Not every idea will be a game-changer, but it will show people that you value their input and are looking to improve their experience based on their suggestions.

Add a Community Forum to Your Website.

Community forums are great because they bring customers together and form a digital community for your brand. For example,集线器's community forum是HubSpot客户可以聚在一起并讨论使用品牌产品的不同方法的地方。他们可以提交有关新产品功能的想法，并向可能遇到类似挑战的其他客户提供解决方法。这不仅可以帮助客户找到解决问题的解决方案，而且还培养了一个忠于HubSpot品牌的社区。

Lead With a Customer-First Strategy.

支持代表,客户体验be their number one priority. After all, it's their primary responsibility to ensure customers are satisfied with their experience and with the company. Outside of this, there isn't much more that a support rep has to concern themself with.

Acompany executive, however, has other things to think about than just one customer's experience. They need to think about the company as a whole and how certain changes will influence the business over time. This can make it easy for upper management to lose sight of the customer experience and put customer needs on the backburner as they try to solve other problems for the business.

If you want to maintain a customer-first strategy, then management needs to keep the customer experience at the forefront of their decision making. Regardless of what the executive is considering, they need to think about how each change will impact the customer's perspective of your brand.

对于有组织的方法来创新您的客户体验，请学习如何开发customer experience strategy.