We understand that holding a leadership role in a small business means you’re wearing many hats. And there’s not a lot of free time to read about the latest marketing trends.
So we’re introducing a new series to offer you up-to-date marketing news in three minutes or less: 3 Minute Marketing Roundup for Small Business.
Today’s roundup is all about customer experience trends.
The Difference Between Customer Service and Customer Experience
Customer experience (CX) is the overall perception a customer has of your business. This impression is based on a customer’s complete end-to-end journey with your brand. The customer experience can begin with awareness and discovery – a first impression created from a website, word-of-mouth recommendation, or a store-front sign. That experience continues through attraction, interaction with your brand, purchase, use and advocacy.
The same business could offer excellent customer service but poor customer experience. Generally speaking, if a customer is talking to your customer service department, something went wrong with the customer experience.
Customer service is primarily a reactive discipline. A business can react with excellent customer service when a customer picks up the phone and calls your business. Or, when that customer tweets your business a question. Or even when a customer walks onto your sales floor with an interest in making a purchase. At each of these points, your staff “reacts” to the customer to deliver great service.
Customer experience, on the other hand, is proactive. At every step of the customer journey, a brand’s CX is constantly being nurtured, improved and attended to across every department and across your customers’ entire lifecycle (from discovery to repeat customer).
Data: Important Customer Experience Statistics
86% of buyers will pay more for a better customer experience. But only 1% of customers feel that businesses consistently meet their expectations. Forbes
By 2020, customer experience will overtake price and product as the key brand differentiator. Customers 2020 Report
So, utilize your business’s online assets to showcase your brand’s unique personality. If humor suits your brand, spice up the website with copy and images that evoke humor. And, on thank you pages and confirmation emails, avoid stale, robotic copy like “ORDER #4328 IS COMPLETE.” Instead, rewrite the copy with a genuine, conversational, human tone.