High-Quality Customer Experience Can Provide a Competitive Advantage
The quality of your company’s customer experience is ultimately determined by the way customers feel after their most recent interaction. If the customer is unhappy, your company’s customer experience is bad. If the customer doesn’t have a feeling one way or the other, your company’s customer experience is mediocre. If the customer feels good, your company’s customer experience is satisfactory. Leaving your customers feeling delighted after each interaction makes for a substantial competitive advantage.
Research indicates that customers’ feelings about their interactions with companies are driven by three specific factors: time, competency and personalization.
Time. Most people today suffer from “time poverty.” Reducing the time it takes for customers to get in touch with you, the time it takes for them to communicate their problem to you, and/or the time it takes for you to resolve their problem can go a long way toward improving the overall customer experience.
Competency. Customers need to believe that your employees are good at what they do. To project a perception of competency, you need to make sure your frontline staff is fully empowered with accurate and complete information adequate to make appropriate decisions.
Personalization. The degree to which you are able to personalize your interactions with your customers across all channels can have a significant effect on the quality of the experience your company delivers.
The more you can do to let customers know you’re genuinely concerned about them, the more you are able to improve your customers’ experience and ultimately differentiate your company from your competition.