As a business owner or manager, you know well that customer loyalty isn’t guaranteed merely by selling products or even by solving problems: it’s about making each interaction count for all its worth. Consider that even if your team resolves every customer request or issue that comes their way, the process that customers endure to reach that destination can determine whether they come back to you or seek your competitors. In the words of customer-service expert Shep Hyken, “The idea is that the journey is just as important—maybe even more so—than arriving at the destination.” (See his recent article, In Customer Service, It’s Not the Destination – It’s the Journey.) In other words, there’s tremendous value in every step along the way.
Let’s consider some ways to make that journey better for your customers.
Simplify Every Interaction
If customers are met with an endless maze of phone prompts or complex processes, their frustration will inevitably and understandably grow. Simplifying these steps by creating intuitive processes will show your customers that you value their time just as much as you value their business. Streamlined service leads to greater satisfaction and higher retention rates. Just as importantly, it leads to the spread of positive word-of-mouth. Remember that a complex journey, even if successful in the end, risks leaving customers feeling too frustrated to return.
Ensure Clear and Consistent Communication
Every step in the customer’s journey, whether we’re talking about a sales or customer service process, needs to be marked by clear communication. This means providing updates, setting realistic expectations, and answering questions. Be upfront with the potential pitfalls and build their confidence. Avoid using industry jargon since that’ll often lead to confusion and misunderstanding. Instead, use plain language and be transparent and consistent. Your customers will love you for it, and it’ll contribute to their overall comfort in doing business with you.
Make the Experience Engaging and Memorable
Positive and memorable interactions can turn any step of the journey into an opportunity for loyalty-building. This might mean empowering your employees to add personal touches or address customer concerns proactively. These elements add value and foster a sense of connection that goes beyond the cash register. Businesses that create pleasant experiences throughout the journey enjoy greater customer loyalty and long-term success. As Hyken implores us, don’t let the journey taint the experience. Make customers feel like they’re being taken care of, even if they’re not buying anything.
Create an Optimal Journey with The Brandt Group
Building an amazing customer experience journey requires a lot of work and planning, and should leverage external insights. At The Brandt Group, we specialize in helping businesses like yours measure and optimize every step of their customer journey. With more than 35 years of experience, our mystery shopping and customer service consulting services will help your business to achieve a seamless and enjoyable customer experience from start to finish. Reach out today and let’s work together to transform your sales and service processes into memorable, loyalty-building experiences.
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