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Tag Archive for customer experience management

Innovative Ways to Bring Excitement Back to the Customer Experience

Improve CX

 

Excited and engaged customers bring in 23% more profits. Yes, you read that right! 23% more profits! However, with advancing technology and decreasing face-to-face encounters, companies are having to find new ways to get customers excited.

Positive experiences lead to increasing connections. And the more positive experiences a customer has the more loyal they become to your brand. By 2020, customer experience will overtake price and product as the key brand differentiator. So why do only 58% percent of businesses have a formal engagement program? Companies must adopt a customer engagement strategy or get left behind.

Here are some innovative ways business leaders can excite their customers in this impersonal, digital age:

1. Survey customers to better understand them.

It sounds simple enough, but yet most businesses do not implement effective surveys. What’s the best way to learn what excites customers? Ask them.
Surveys can be useful if companies use proper analytics to interpret data and implement necessary changes. Get creative! Put a quick poll on social media or after an order. Ask a couple of questions when following up with customers. You can also casually poll customers during checkout at a retail location. Use this data to make better decisions and help employees to better understand the target audience.

2. Use personalization.

 

80% of people say that brands are not tailored to their needs. In a world where brands like Netflix and Amazon are doubling down on personalization, smaller brands must also commit to this growing trend. Amazon’s Alexa is designed to “get to know the customer.” The more “she” learns, the easier it is for consumers to buy products. Again, understanding your customer and catering to their needs is a surefire way to gain repeat buyers.

Customer Experience

3. Focus on creating added value.

 

The heart of brand loyalty is always value. Value is not about giving away free things or being the cheapest product. Instead, it is about giving customers what they want.
Take PNC bank for example:
Marianne Hynd, VP of Operations at Ann Michaels & Associates and mom of 3, is always in need of single bills for her kids lunch money. Since ATM machines typically like to dispense $10 and $20 bills, Marianne usually has to stop somewhere to make a small purchase in order to get singles. A couple years ago PNC bank started allowing ATM withdrawals in multiples of $1. While this was a welcome change, Marianne says “I still had to make three separate transactions. But I was okay with it at the time.”

“However, I went to the ATM the other day and started going through the process and after choosing the amount for the withdrawal I saw three game changing words…Choose your bills. PNC now allows customers to choose which denominations they’d like for their withdrawals. Now this is such a small change but I can’t tell you how happy it made me. What it did for me as a consumer was it took one more step out of the process and it made my weekly trip a little bit quicker. I’ve been a customer of PNC for many years and it’s little changes like that that will keep me a customer for many years to come.”

4. Share behind-the-scenes content.

 

Taking customers behind the scenes humanizes companies. This can be as simple as sharing employee stories on social media or doing a personal one-on-one interview with a company executive.

Disney offers “Behind the Scenes” tours to guests to engage customers in the “magic” of Disney. These tours present an unseen side of the company, demonstrating how Disney is changing the world through agriculture research or by valuing minority causes. The tours reinforce the Disney brand while providing visitors with a once-in-a-lifetime experience.

5. Try something new.

 

According to a study cited by NBC, pumpkin spice in the fall has been shown to evoke positive memories of childhood. Perhaps this is one reason why Starbucks found incredible success when they launched their pumpkin spice latte in 2003. In fact, the company could barely keep up with demand in the early days.

Be willing to try new things. Starbucks took a calculated risk in introducing the pumpkin spice latte, and it paid off spectacularly. Similarly, business leaders must ensure that their organizations are daring enough to try new things.

There are a variety of ways for business leaders to develop excitement and engagement in consumers. However, the common component is always putting the customer first. Once the customer is the primary focus for you and you understand what matters most to them, it will be easier to develop innovative approaches to creating customer excitement.

 

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Starting off Right in 2018 with Mystery Shopping


mystery shopping

The Benefits to your Business

What’s one of the big reasons Five Guys is wildly successful? They send mystery shoppers out twice a week to all locations. The brothers who run the operation also constantly visit the restaurants. High standards each and every day ensure the right employees do the right things.

Five Guys knows you need to inspect what you expect.

The number one thing business owners say is, “I just need more customers.” Wrong, you need them to return. You can’t attract your whole neighborhood to try you, deliver lousy results and expect just getting “more bodies in the door” will work.

Five Guys franchise with over 1,000 locations sees the value in nearly 50,000 shops in a year, shouldn’t you? One shop every six months is so random that it reveals little. Why? Because a mystery shop is just a moment in time. You aren’t that good if you get 100% and you aren’t that bad if you get a 50%. But over time patterns emerge that make managing your customer experience much clearer.

10 Benefits of Mystery Shops:

 

Monitored and measured service performance

Improves customer retention

Makes employees aware of what is important in

serving customers

Monitors facility conditions

Ensures product/service delivery quality.

Supports promotional programs

Allows for competitive analyses between locations

Identifies training needs and sales opportunities

Ensures positive customer relationships on the front line.

Enforces employee integrity and knowledge.

 

In order to ensure the best mystery shop feedback, make sure your questions are as detailed as possible. Your shop questions need to be black and white. The employee either did or didn’t say, “Good morning, good afternoon or good evening.” They either described a product using features (it has) with benefits (to the customer) or they didn’t. In addition, you need a narrative so compelling you can actually see the transaction in your store.

Another telling question is, “Would you be willing to drive past a competitor to return to this location based on the service you received today?”

You can try to save money by putting those surveys on your receipts and training your cashiers to “circle the web address and tell them what the prize is” but that’s not a true judge of the experience. Those who had a rotten experience will be looking for some compensation and many will quickly checkoff whatever boxes they need to qualify their entry for the prize.

Mystery Shopping Technology

Many companies now utilize geotracking to ensure mystery shoppers are going where they say they’re going, and most reports are now submitted via mobile applications, which means they receive shoppers’ feedback faster. Inputting information in an app, rather than writing it out or filling out a web form, allows the business owners who hire mystery shoppers to request very specific feedback.

Also, video and audio files of mystery shopper encounters can be stored alongside reports, which further enhance the experience of receiving feedback and gives the business owner an up-close and personal look at customer service.

 

Fighting online mystery shopper scams

 

Not all secret shopping companies are the same. Make sure your mystery shoppers are members of the industry association to assure they are reputable. Your mystery shopper should have a keen attention to detail, high standards, and most importantly, experience in the industry.

The online landscape is cluttered with scam mystery shopper companies that promise jobs to inexperienced reviewers, often in exchange for one-time registration fees. To combat these scam services and promote industry training standards for QA specialists, organizations like the Mystery Shopping Providers Association (MSPA) have formed. The MSPA is a global association dedicated to creating professional standards and ethics throughout the mystery shopping industry, in addition to raising awareness among service providers and business consumers regarding best practices. The MSPA has 450 member companies worldwide and offers business owners free access to a search tool for reputable mystery shopper companies, which can be filtered by need and region.

Bottom line

Online feedback from customers is valuable, but it’s not the only way – or even the best way – to find out how your business functions when you’re not there. Professional mystery shoppers can provide you with the detailed insight you need to make better process and hiring decisions.

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