Are you a raving fan of a business? Have you ever had an outstanding customer experience? Following my post on The 3 Magic Words of Customer Experience: Positive. Delightful. Exclusive. I decided to look at Infographics regarding customer and client experience. You have likely seen “The Ultimate Customer Experience” infographic as it has been widely shared but I found two others that I felt were worth a look. Enjoy!
Social Customer Service
This Infographic begins: “It is no longer about how fast a business can respond to a customer BUT HOW WELL.” What causes a business to change the way they respond to customers?
- 87% said the Customers demanded better service. (In my view, if you truly mastered the customer experience, your customers should never have to demand better service as you should be delivering outstanding value.)
- 71% said it was due to competitive pressure
- 28% said they made changes due to customer loyalty
- 17% will leave you after a single service mess up
- 40% will leave you after two blunders
- 28% will leave after the third mistake
- 59% of customers will switch brands to get better service
- 78% of people have not completed a purchase because of poor service
- 73% of customers have spent more with a company because of a history of good customer service
How do you best respond to customers? Examine all of your incoming support request channels and this infographic challenges us to adopt social media as an additional channel. They argue using social media can result in improved efficiency. For example, if you can implement a 1% improvement in first call response, that could be potential savings of $276,000 in annual operational savings. To support this argument, we are told that 20% of Fortune 500’s 100 largest companies engage with customers on Facebook and 58% of those who have tweeted about a bad experience have never received a response from the company. Bluewolf claims by 2014, refusing to communicate with customers through social media and social networking channels will be as harmful as ignoring emails or phone calls today.
What do you think about the Social Customer Experience? Click here or the image below to view the full infographic.
The Ultimate Customer Experience
This infographic appeared to be the most widely shared on customer experience. At least from the title, who wouldn’t want to know about or have the ultimate customer experience? The main statement behind this infographic by Monetate is the benefit of and how to move the offline customer experience online. They claim that moving customer experience online will have a positive impact on key performance indicators (KPIs) such as:
- website traffic
- conversion rates
- average order value
- customer lifetime value
- Step 1: Continue the Conversation. To create this online, maintain a consistent website experience through consistent branding and messaging.
- Step 2: Talk to Your Customers Like You Know Them. On your website, use predefined targets, custom or proprietary segmentation, real-time in-session behavior to help you know your customers and customize the online experience for them.
- Step 3: Help Customers Find What They Are Looking For. As this infographic is focused on a retail experience, they state to use proven merchandising tactics to guide product discovery and remain relevant throughout the website visit. I would argue this and the other steps are relevant to B2B lead generation and sales but require the right strategy to be effective.
- Step 4: Listen to What Customers’ Actions Tell You. Analyze your data, run A/B and multivariate tests and promote the winners.
- Step 5: Surprise and Delight. Be remarkable and leave a lasting impression each time someone visits your website. As was my experience at Eigensinn Farm, how can you create that magical customer experience online?
Customer Service in a Tight Economy
American Express conducted a “Global Customer Service Barometer” that spanned 9 countries and found most companies are failing to satisfy customers. They are not providing an outstanding experience, they cannot even meet the basic standard of customer satisfaction. The infographic below summarizes the disconnect between the companies and their customers/clients.
I think we all agree that improved customer experience has a positive effect on a company’s bottom line. According to the survey, 75% of US consumers say they will spend more with a company with whom they have had a good customer experience.
If you examine the responses from all 9 countries, with the exception of India, most companies have not changed their attitude or innovated in the area of customer experience and very few exceed expectations. Does this surprise you? At least in Canada 58% meet expectations although only 4% exceeded expectations.
How can a business improve the customer experience? According to the American Express barometer, customers said they preferred a more personalized experience such as face-to-face communications. If you could change the way your companies communicate with you, what methods would you prefer?
How does your company exceed your clients’ expectations?