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Think about the last time you had a really great experience as a customer — remember the ways that experience left you feeling.

Now do the same for the last time you had a poor experience as a customer.

Download Now: Free Customer Journey Map Templates

积极的客户体验对于您的业务成功至关重要,因为快乐的客户是可能成为忠实客户的人who can help you boost revenue. The best marketing money can buy is a customer who will promote your business for you — one who's loyal to your company, promotes your business throughword-of-mouth marketing, and advocates for your brand and product or service.

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.)

首先,您必须了解什么是客户体验。

The two primary touch points that create the customer experience arepeopleand产品.

您是否因产品的性能而震惊?您对客户支持代表给您解决问题的关注感到高兴吗?这些是一些一般示例,说明在创造出色的客户体验时正在发挥哪些因素。

Featured Resource

Free Customer Experience Map Templates

填写此表格以访问模板。

如今,客户拥有权力,而不是卖方。

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

Customers have a plethora of options to choose from at their fingertips plus the resources necessary to educate themselves and make purchases on the own.

这就是为什么提供出色的体验并使他们想继续与您开展业务如此重要的原因 - 客户是提高品牌知名度的最佳资源。

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.

Usingcustomer satisfactionsurveys (which you can easily create inHubSpot) on a regular basis — and after meaningful moments throughout the customer journey — provides insight into your customers' experience with your brand and product or service.

衡量客户体验的一种好方法是Net 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.

什么时候measuring NPS,考虑整个团队的总计数据。由于多个团队会影响您的整体客户体验,因此您需要清楚地了解性能,这来自多个数据点。例如,用于产品外的NPS是什么?跨通信渠道(电话,电子邮件,聊天等)的客户服务团队的NPS是什么?销售的NPS是什么?参加营销网络研讨会的NPS是什么?

在整个客户旅程中分析来自多个接触点的NP将告诉您您需要改进的内容以及在向客户展示您正在听他们的话并关心他们所说的话的同时提供出色的体验。

NPS得分,潜入你的海宁。performance to ensure you're performing well across the board. Also, you may choose to follow up on customer feedback — whether it's positive or negative — to connect with customers, deepen your relationship with them, and improve your retention and loyalty.

2.确定客户流失的速度和原因。

Churn 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 to防止类似情况.

3. Ask customers for product or feature requests.

为您的客户创建一个论坛,以请求新产品或功能,以使您的产品对他们试图解决的问题更有用和有用。

Whether that forum is shared via email survey, social media, or a community page, give customers the opportunity to proactively offer suggestions. This doesn't mean you must implement all of the suggestions you receive but if there are recurring trends popping up, they might be worth investing time in.

4. Analyze customer support ticket trends.

You should also analyze thecustomer support tickets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 strategy因为它表现出明确的投资customer needs.By monitoring and enhancing different touch points along the customer journey, your company will consistently bring more value to users.

而且,这对于新客户以及现有客户都很重要。新用户希望快速看到结果,并确保他们最近的购买。但是,如果您不会随着时间的推移添加任何额外的价值,这些客户可能会失去兴趣并在其他地方寻找利益。CXM对这些客户说明,并提供防止潜在流失的程序和功能。

如果您想看看此过程的工作原理,请查看下一节,以获取一些有关创建出色客户体验的提示。

创造出色客户体验的最重要部分是了解客户的整个旅程。您需要考虑您的客户旅程图(或者如果没有一个,创建一个)。这将帮助您了解与客户的每个接触点。从那里开始,您可以专注于如何使每个接触点为客户成为积极的体验。

For instance, if a customer wants to return a product, make it easy for them to do so. A great customer experience during this touch point would be if you included a return shipping label or package for your customer, as Stitch Fix does. Stitch Fix, a clothing subscription company, sends customers clothes they can purchase. If they don't want them, then they return them. This is simple. You're given a return package and label already printed. All you need to do is put the clothes in and drop them off at the post office.

That's a great customer experience because it made the task of returning a product simple.

Once you've focused on creating positive experiences with your customers, then you need to evaluate your success. Ask for feedback and build a community. The more you're in contact with your audience, the easier it will be for you to create an excellent customer experience.

Featured Resource:Customer Experience Mapping Template

客户旅程地图模板下载此模板。

Next, let's look at some examples of poor and remarkable customer experiences.

Poor Customer Experience Example

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.

Blake Morgan wrote about Groupon and删除基本帐户有多困难— 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.

Companies that provide consistently good customer experiences make an effort to delight customers at every touch point — and offer transparency along the way.

Exemplary Customer Experience Example

Ever heard ofPi Day... 3月14日还是3.14?我有点数学怪胎,所以我个人对那些小事情感到头晕。

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.

该促销是通过电子邮件发送的,但是它可以在店内购买,而无需拔出手机或优惠券。我去的商店被打包了,但是,我与我互动的每位员工都向我打招呼,并感谢我的进来。

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.

关于这种经历还有其他一些事情要注意:

首先,成为Blaze电子邮件列表的一部分是关键。我每周从不收到一封电子邮件以上,这是非常相关的,我实际上是在关心一天的报价。

其次,体验的便利性给我留下了积极的印象。我不需要使用手机或打印优惠券代码来利用这笔交易,尽管它非常忙,但团队还是受到了欢迎,并迅速地服务。

Third, I went to Blaze with my girlfriend, who asked for a gluten-free pizza crust. Sometimes, when you have allergies or dietary restrictions, you get a grunt when your request requires workers to change gloves, clean the surface areas, and switch out utensils — but not this time.

Employees stopped for a few moments to swap out their gloves, wipe down the area, and retrieve out the gluten-free crust, and prepare it for use. They created a level of trust through their accommodations and transparency.

And for what it's worth, the pizza was delicious — and sometimes, customer experience is as simple as that. I ate the entire pi (ha!) in one sitting for less than half of the usual price.

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

在线或数字客户体验管理是指您的业务在线或通过移动应用程序创建的体验。随着越来越多的企业将其公司在线上网,通过数字渠道建立关系变得越来越重要。没有实体地点的公司需要重新考虑客户旅行中的接触点才能建立品牌忠诚度。

如果您是SaaS公司或启动网站或应bob全站app用程序,请在考虑客户体验时要牢记一些细节。

Mobile Experience

如果您在线,则可以通过智能设备访问,这意味着客户可以在任何蜂窝或WiFi服务的任何地方找到您的公司。bob全站app这些客户的体验几乎与使用标准桌面设备的经验相同。

This means your website should have a comprehensive, well-working app. If it doesn't, your site should be响应迅速and 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.

此外,您的应用程序或移动网站应与桌面版本一样有效。您应该能够使用移动设备或传统设备完成相同数量的任务。不要为团队的方便牺牲功能。相反,付出额外的精力和资源 - 客户将真正重视bob体育苹果系统下载安装全渠道经验.

可用性

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.

Your team can create a user-friendly design by running usability tests on your website or app.可用性测试evaluates 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

对于某些公司,需要教客户如何使用其网站或应用程序。并非每个人都精通技术,许多SaaS业务提供入职to users who aren't familiar with their products or services.

Onboarding is the process of teaching new customers how to use your product or service. A representative from the company's customer success team works with the user to ensure they understand the value and purpose of their purchase. This way, customers don't have to go through a time-consuming learning curve and can get value from your business right away.

Whether or not you're a SaaS company, it can be difficult to improve upon your customer experience. That's because you need to make changes across multiple departments and ensure every employee is on the same page. This is where software can simplify the process for your team.

有很多可用的工具可以监视和分析客户体验。让我们回顾一些选择。

1.HubSpot Service Software

HubSpot服务软件客户体验和bob电竞官方下载服务管理工具

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HubSpot的服务软件是一个客户服bob电竞官方下载务平台,其中包含用于客户体验管理的各种功能。例如,该工具提供help desk and ticketing为了帮助记录客户查询,跟踪重复的支持案例等等。

它也有客户反馈capabilities 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

tealeaf customer management experience software

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Tealeaf is an analytics engine that monitors and evaluates online customer engagement and website interactions. It uses AI to identify reoccurring problems and provides insights into how you can correct them for the future. It offers timely updates help your team fix bugs and glitches before they become a widespread issue, too.

3.Satmetrix

satmetrix customer management experience tool

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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

walkme customer service management tool

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Walkme是主要与在线与客户互动的企业的客户体验管理解决方案。它有self-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.霍洛斯

khoros customer experience management tool

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霍洛斯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.Podium

领奖台客户体验管理工具

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If you want a simple, straightforward solution, Podium is a great option for SMB's looking to enhance customer experience. It features live chat which lets you nurture new visitors who come to your site. It also has feedback options to survey customers using NPS.

7.Whatfix

whatfix customer experience management tool

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Whatfixgives 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

确定客户的旅程中的关键接触点,收集客户反馈以改进或迭代这些经验,并分析趋势将帮助您改善客户对公司的情感,并让他们告诉他们的朋友和家人有关您的组织的信息。bob全站app

净启动子,净启动器系统,净启动子得分,NP和与NPS相关的表情符号是Bain&Company,Inc。,Fred Reichheld和Satmetrix Systems,Inc。的注册商标。bob全站app

编者注:该帖子最初于2018年3月发表,并已更新以进行全面性。

申请工作,跟踪重要信息,并在此免费求职者套件的帮助下为面试做准备。

申请工作,跟踪重要信息,并在此免费求职者套件的帮助下为面试做准备。

Originally published May 27, 2021 5:04:00 PM, updated June 15 2021

Topics:

Customer Experience 支持机票系统