CX is the cutting edge.
Repeating the “customer is always right” adage, without having your whole business live up to the words, doesn’t make your business customer-centric. Instead, relentlessly focusing on customer experience (CX) does.
Consider this Jeff Bezos quote, “…customers are always beautifully, wonderfully dissatisfied, even when they report being happy and business is great. Even when they don’t yet know it, customers want something better, and your desire to delight customers will drive you to invent on their behalf.”
Encouraging words, but it’s a challenge to know what customers want or will want next if they’re not directly telling you. Therefore, organisations that are deeply committed to adopting an Amazon mindset of placing their customer at the center of their business have to become rigorous about measuring the customer experience with their brand.
Forrester’s CX Index makes for some eye-opening reading. Although 72% of companies claim that one of their priorities is to improve customer experience, less than 1% of brands actually deliver excellent customer experience. Identifying which metrics to measure and consistently improve is the foundation of developing a customer-centric approach.
While making sure you’re mapping the online customer journey via Google Analytics or whatever analytics platform you work with, there are also some CX-specific metrics to pay attention to.
• Net Promoter Score: calculates the percentage of customers who’d recommend your organisation to their social circle
• Customer Satisfaction: calculates the satisfaction customers feel after interacting with your brand
• Customer Effort Score: measures how easy or difficult it is for your customers to accomplish their goal with your brand
• Customer Churn Rate: measures the percentage of customers who don’t make repeat purchase and/or cancel their subscription with your brand
• First Response: measures how long it takes customers to get a response from your staff once they interact with your brand
Smaller businesses might not have the financial resources or infrastructure that Amazon does, but implementing a strategy that measures CX metrics and then acts on those insights is easily doable.
While the digital world is practically omnipresent in today’s world, customers’ desires maintain an analogue flavor alongside their wholesale adoption of 1 click shopping.
This is motivating news, especially as businesses, looking to keep pace with the Amazon Effect, can feel overwhelmed when constantly confronted with the instruction to delight the customer.
Discounts and voucher codes aren’t the only options available. Bear in mind that customers want online what they want IRL:
• Solve their problems
• Be respectful of their time
• Be helpful
• Act on their feedback
• Help them fulfill their goal
• Serve them with enthusiasm
Two additional ways to delight customers which translate very well online include:
• Add an element of unexpected surprise – while any kind of money-off deal works well here, so too does a membership rewards program, free shipping or an email with useful content relating to their purchase (e.g. if they purchased a cooking utensil from you, send them a recipe ebook)
• Building a community – even though the novelty of social media has long gone, this channel still provides an unprecedented opportunity to help you build a community of like-minded people, all delighted to be part of your brand.
Amazon’s progress from bookseller to digital behemoth to rapidly buying up bricks and mortar stores is no doubt related to the brand’s proprietary “1 click” patent. Time has proven that it’s no exaggeration to say this is the click that changed the world! The patent on the click has since expired (in 2017) but it has certainly proven to be one of the world’s most lucrative ideas.
Just why was this 1 click technology so valuable? Quite simply, because it was CX in action.
The fact that customers could now enter their payment and delivery address information just once, and then shop as regularly as they wished by clicking just one button to purchase was a game-changer. Since the biggest headache customers faced with online shopping prior to the patent being secured in 1999 was the checkout process, 1 click shopping represents one of the most powerful examples of truly placing your customer at the center of your brand.
Online shopping naturally generates a plethora of data points to examine.
The best way to make sense of all the data your customers will generate is to adopt a multi-faceted approach in your analysis. By no means diminish the importance of quantitative data, but understand that it’s qualitative research that will help you figure out why when you look at your customer data. Qualitative research involves focus groups, customer surveys, and interviews. Mapping quantitative and qualitative methods together brings your customer data to life and lets you turn data insights into CX strategy.
This article provides an excellent case study on how various data points are being interpreted by the travel and hospitality industry to create highly engaging customer experiences.