Remote operations
Marc Prempain
15 April 2024
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Customer experience (CX) is the overall experience of a customer while interacting with a company. In retail, the meaning of CX can include things like interaction with the product itself, customer service, and the ease of doing business. CX has always been an essential factor in business through customer touchpoints like brick-and-mortar stores and retail staff. Today, CX is becoming even more critical as many customers are shopping online. But how can you maintain the same level of contact with a customer as an in-store experience?
New tools are helping to bridge the gap in customer experience and customer service in online retail. In order to implement these fully, a CX strategy can go a long way to ensuring your customers have an attentive and personalized experience interacting with your company. This article will delve into customer experience and how to develop a strategy to improve your customer experience.
Customer service is how your employee treats your customer and how they respond to their needs or wants. Customer experience is broader and encompasses factors like how easy it is to complete a purchase, how good the customer service is, and how good the product or service is. To measure CX, we need to look at several indicators. These include Customer effort score (CES), customer satisfaction (CSAT), as well as customer service KPIs like Net Promoter Score (NPS) and first call resolution (FCR). When combined, these factors can give you an overview of your overall customer experience. This feedback will suggest areas for improvement.
A CX strategy, like a Customer-centric business strategy, should focus on the customer. CX strategies need to consider the customer’s needs and wants along each step of the sales process. As part of this customer-centricity, start by implementing tools to improve communication with the customer and measure your performance.
Several tools will help you accomplish this. Customer Relationship Management (CRM) software makes it more straightforward than ever for sales teams and customer support to interact with the customer at every step of the sales process. CRMs store valuable customer data for marketing, sales, and support teams, including customer satisfaction and response to different ad campaigns.
Remote assistance software like ViiBE makes it simple to give the level of service that customers expect. On the one hand, ViiBE gives your support team the tools to do their job thoroughly and quickly. Its knowledge base stores any relevant information like shared documents, photos, and the call itself in the cloud. The ticketing solution can store multiple calls under a single ticket so that a repeat caller can pick up from their previous interaction. On the other hand, ViiBE makes it effortless for the customer. There is no need to download software, create a username (and then forget a password), or purchase special equipment. ViiBE’s download-free web app works on any internet-connected device with a camera.
Finally, you need to build a structure to support a continuous improvement of the customer experience. By capitalizing on tools like CRM, co-browsing, and Remote assistance, you can create a robust framework to respond to and collect customer feedback. Then, this feedback should be forwarded to the relevant team. That means forwarding product issues to the design (and manufacturing) department, putting unhappy customers in touch with customer support, and preparing customized training for underperforming employees. ViiBE’s suite of tools plays a vital role in managing this process to improve customer experience.
Beyond customer service, CX includes a customer-centric outlook. Tools like Customer Relationship Management (CRM) systems, co-browsing, and video assistance help improve customer service and the overall customer experience in general. These new tools make it simpler to follow customer journeys from before the sale to after-sales service. This holistic approach is key to improving the customer experience.
Even at the most customer-focused company, customer interactions can sometimes go awry. Worst of all, customers might share a bad experience on social media, tarnishing your brand. The threat of this is why it is essential to implement service recovery whenever a negative interaction happens to ensure that your customer leaves with a positive experience. ViiBE’s knowledge base can store training-related information, including instructions for carrying out service recovery. This feature allows employees to instantly access the most up-to-date information, giving support staff more time to please the customer.
Sometimes you need to measure your performance to know where you stand and to know what needs fixing. ViiBE includes a three-question post-call survey to measure employee performance and customer satisfaction. The results of this survey update key performance indicators like first call resolution and net promoter score in real-time. They can also help you determine issues with your product or service, under-trained employees, or an individual customer requiring more attention than average.
Finally, implement the customer feedback framework to resolve these issues. ViiBE can help design teams, customer service, and employee training thanks to its flexible knowledge base. The design department and your supply chain should be prepared to make changes to quickly update your product or service based on reoccurring negative feedback. Your customer support team should be on alert for recurrent problems. To aid in this mission, they can deploy ViiBE’s knowledge management and ticketing solutions for quick follow-up aiming to achieve customer satisfaction. Employee training can use customer service training videos and videos of actual customer interactions (from the knowledge base) to focus on problem areas.
Customer experience is quickly becoming a differentiator for companies. 75% of customers say they will spend more for a good customer experience. Building a CX strategy that measures performance, records feedback, and has a framework to implement changes based on this feedback is a huge step toward becoming a customer-centric business. Following along with the customer journey is easier than ever, thanks to powerful tools like ViiBE. ViiBE’s approach gives your customers an attentive customer experience while ensuring a minimal level of effort on their part. ViiBE’s flexible solution can help your company improve customer experience in several ways. ViiBE empowers you to quickly make changes in the supply chain, improve customer support, or get employees up to speed. Consider giving ViiBE a try today.
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