The best way to define customer experience is as the impression you leave with your customer, resulting in how they think of your brand. But are you mindful of your customer’s experience after they become a lead? For a truly exceptional customer experience that improves their retention and love for your brand, you need to go above and beyond. Half of our job is to make sure that those leads are taken care of when they become customers.
The following are the typical customer experience:
When your lead finally become a customer or after a sale, they usually get surveys. This is where we ask the customer to rate our service from 1-10.
This is important because you have to bill people, particularly if you have a big or expensive product. But sometimes those invoices may not be great.
If you have this, that’s awesome! It’s the most cost-effective medium for building relationships and maintaining regular contact with customers and prospects. But this also should be modified especially if there’s a popup to sign up for a product or join the newsletter. These things should not appear to those people who are already a customer or who are already in the newsletter.
This is one of the most effective ways to reach and engage your audience. But you really have to make sure that you’re not sending your customers or people who work at the same company as your customers sales emails. That’s a really cruddy customer experience. It makes it look like you don’t know what’s going on. It really can destroy trust.
Tips for an improved customer experience
So instead, here are some extra things that you can do. I mean fix some of these things if maybe they’re not working well. But here are some other things you can do to really make sure your customers know that you love them and you would like them to keep paying you money forever.
1. Follow them on social media
So the first thing is following them on social. You can take everyone’s email addresses. Then you go on Twitter and you follow all of these people for example. Or if you don’t want to follow them, you can make a list, a hidden list with all of their social accounts in there.
Then you can see what they share. Then you can see what your customers are really interested in, which can give you a good sense of what kinds things should we be talking about.
2. Post-sale monitoring
So the next thing is post-sale monitoring. So what I would like you to do is create a fake customer. If you have lots of sales personas, create a fake customer that is each of those personas, and then that customer should get all the emails, invoices, everything else that a regular customer that fits that persona group should get.
Then take a look at those accounts. Are you awesome, or are you super annoying? Do you hear nothing for a year, except for invoices, and then, “Hey, do you want to renew?” How is that conversation going between you and that customer? So really try to pay attention to that. It depends on your organization if you want to tell people that this is what’s happening, but you really want to make sure that that customer isn’t receiving preferential treatment. They should be getting exactly the same stuff that any of your other customers get. This is extremely useful for you.
3. Better content
Then the third thing is better content. I think, in general, any organization should reward content differently than we do currently.
Right now, we have a huge focus on new content, new content, new content all the time, when in reality, some of your best-performing posts might be old content and maybe you should go back and update them. So what we like to tell people about is the Microsoft model of rewarding. They’ve used this to reward their employees, and part of it isn’t just new stuff. It’s old stuff too. So the way that it works is 33% is what they personally have produced.
So this would be new content, for example. Then 33% is what they’ve shared. So think about for example on Slack if somebody shares something really useful, that’s great. They would be rewarded for that. But think about, for example, what you can share with your customers and how that can be rewarding, even if you didn’t write it, or you can create a roundup, or you can put it in your newsletter.
Like what can you do to bring value to those customers? Then the last 33% is what they shared that others produced. So is there a way that you can amplify other voices in your organization and make sure that that content is getting out there? Certainly in marketing, and especially if you’re in a large organization, maybe you’re really siloed, maybe you’re an SEO and you don’t even talk to the paid people, there’s cool stuff happening across the entire organization.
A lot of what you can bring is taking that stuff that others have produced, maybe you need to turn it into something that is easy to share on social media, whatever is going to work for you, and think about how you can amplify that and get it out to your customers, because it isn’t just marketing messages that customers should be seeing.
They should be seeing all kinds of messages across your organization because when a customer gives you money, it isn’t just because your marketing message was great. It’s because they believe in the thing that you are giving them. So by reinforcing that belief through the types of content that you create, that you share, that you find that other people share, that you shared out to your customers, a lot of sharing, you can certainly improve that relationship with your customers and really turn just your average, run-of-the-mill customer, into an actual raving fan, because not only will they stay longer, it’s so much cheaper to keep an existing customer than get a new one, but they’ll refer people to you, which is also a lot easier than buying a lot of ads or spending a ton of money and effort on SEO.