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人们and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。

如今，客户拥有权力，而不是卖方。

谁赋予了他们这种力量？我们 - 在万维网的帮助下。

客户有大量的选择，可以选择触手可及，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。分析客户满意度调查结果。

使用顾客满意度调查（您可以轻松地创建集线器）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。

衡量客户体验的一种好方法是Net Promoter Score® or NPS。这衡量了您的客户根据您在公司的经验将您推广到他们的朋友，家人和同事的可能性。bob全站app

When测量NP，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？

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.确定客户流失的速度和原因。

发生流失 - 这是开展业务的一部分。但是，重要的是，您必须在发生搅动时学习，以防止它再次发生。

Make sure you're doing regular analysis of your churned customers so you can determine whether yourchurn rate正在增加或减少，流失的原因，以及您的团队将来可能采取的行动prevent 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出现的趋势，那么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门票您的支持代表每天都在努力解决。如果门票之间存在反复出现的问题，请查看这些打ic的可能原因，以及如何全面提供解决方案 - 这将使您能够减少销售代表的总数，同时为客户提供简化且愉快的体验。

Customer experience management is a fundamental component ofcustomer-first strategy因为它表现出明确的投资客户的需求。通过监视和增强客户旅程的不同接触点，您的公司将始终为用户带来更多价值。bob全站app

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.

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。

特色资源：客户体验映射模板

下载此模板。

接下来，让我们看看一些贫困和杰出的客户体验的例子。

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和删除基本帐户有多困难- 结果，这如何创造如此贫穷（和令人沮丧的）经历。每个人都希望能够进入在线帐户并停用或删除它，如果他们选择...对吗？

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.

典范的客户体验示例

听说过pi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.

Blaze波士顿bob全站app的一家披萨公司以PI Day为灵感来开展促销活动，提供令人难忘而积极的客户体验 - 他们在PI Day提供了折扣的披萨馅饼（获取？），只有3.14美元。

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。

第三，我和我的女友一起燃烧，女友要求一个无麸质的披萨外壳。有时，当您有过敏或饮食限制时，当您的要求要求工人更换手套，清洁表面区域并换掉器皿时，您会感到咕unt声 - 但这一次没有。

员工停了片刻，以换取手套，擦拭该区域，并取出无麸质外壳，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。

就其价值而言，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！）。

尽管这些示例为我们提供了一个好主意来创造积极的客户体验，但它们专注于更传统的实体企业。如果您正在运行SaaScompany, you'll need to consider a few additional factors during your analysis.

让我们在下面的部分中查看这些组件。

在线客户体验管理

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.

移动经验

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.

这意味着您的网站应该拥有一个全面，工作良好的应用程序。如果不是，您的网站应该是responsiveand 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。

Usability

如果您的客户无法围绕它导航，您的产品或服务有多有效。网站和应用程序应直观，使用户清楚地清楚他们需要采取的哪些步骤才能实现其目标。

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 testing评估操作产品或服务的容易性。通过在生产之前运行这些测试，您可以创建一个易于使用的网站设计，并确保每个客户都能实现其目标。

用户入职

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.

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。

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服务软件bob电竞官方下载

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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，该工具提供服务台和票务为了帮助记录客户查询，跟踪重复的支持案例等等。

它也有customer 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。茶叶

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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交互。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，可以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为您提供了整体客户体验的摘要。它通过比较直接反馈，间接反馈和KPI来做到这一点。从客户的角度来看，这为您提供了客户体验的完整图片，以及它与业务影响的关系。

4。Walkme

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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。它有自助服务features 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，直接的解决方案，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.

创造出色的客户体验

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

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