What does it take to create a best in class customer experience?

In the latest video episode from circle S studio, Susan Quinn, President and CEO discusses 3 tips for customer experience to help marketers stay ahead of the curve.

Video Transcript

For those in the marketing world, the customer experience has become a very important topic. So today I’d like to share some important tips that will help you stay ahead of the curve.

Hello, everyone. I’m Susan Quinn from circle S studio. Before we dig into the customer experience, let’s make sure we’re all on the same page. What does it even mean? The customer experience is the journey that you take with your customer at every single stage—and I’m going to repeat the word “every.” Yes, you’ve got a product and service that you are selling, but how are you communicating with them? What does your office look like when customers visit you? It is every single moment. So let’s dig into that: Why is this important?

First of all, it’s going to increase your customer loyalty. It’s going to increase customer satisfaction. It’s also going to help with your reviews. In today’s world, social media posts are really important, and you want those to be positive. But here’s the best news: When you do a best-in-class customer journey, you have the opportunity to double your revenue within three years. That certainly gets my attention and perhaps it should get yours. So what does it take to create a best-in-class customer experience? I’m going to share with you three tips that should be on your list if this is an important part of your 2020.

Number one: know your client. Know your customer. What do we mean by this? There’s no one size that fits all. Consider that there are five generations in the workplace today, there are 16+ different personalities, and they say there are thousands of permeations of people. So how do you know who is on the other side of the table? This is where you really have to start to understand how they want to communicate and what’s important to them.

This leads me to my second tip: go beneath the surface. And by this, it’s more than where they went to school. It’s more than their favorite sport. I’d like to share with you a great resource. Harvey Mackay is a New York Times bestselling author, and he has written the Mackay’s 66 Questions. When you dig into these 66 questions, it’s going to go way beyond the surface. It asks things like, “What is your customer most proud of in their lifetime?” “Do they think in the present, or do they speak about the future?” These types of questions will give you intel into how you can relate to them differently and think beyond your product or your service. What you might realize is that your customer wants some respect or perhaps some recognition or maybe just to have a friendship. All of these things will allow you to relate. The more we can understand as human beings and the more that we care, it will open up the pass to reaching all of your goals.

The third tip is to create an easy button. What do we mean by that? In today’s world, we’ve gotten used to everything happening immediately. And the research actually shows that your customers prefer to go online and find things and solve things on their own. And that number is actually quite huge: 92%. So you need to make sure that whatever is important to your customer they can access it easily on the website. That is the first thing you need to do. But the easy button needs to be a two-way street. You also need to find a way for them to easily provide feedback to how you’re doing. Help them, but then they also help you. Because with the intel of what they’re thinking about you, it will guide you to continue to improve the customer experience.

Those are my top three tips for the customer experience. Stay tuned for more videos from circle S studio.