Is Customer Experience the Ultimate Brand Differentiator?

January 26, 2018 | Marija Sekularac

Customer Experience seems to be the latest marketing buzzword that supposedly makes or breaks a modern brand. But is customer experience as big of a differentiator as people say? Or is it just one more passing trend in a series of marketing fads? Let’s examine it in more detail.

What is Customer Experience?

Customer experience is often confused with customer

service, which focuses on solving customer needs and providing assistance—usually through phone, digital, or on-site support channels. Customer service is definitely a significant part of the customer experience, but it’s not the whole story.

Any interaction the customer encounters or experiences over the course of their relationship with your brand falls under customer experience. This includes everything from their experience with the product they buy to the marketing that lead them to you and everything in between.

Most brands struggle with customer experience simply because the scope is so vast. It’s difficult to keep an individuals experience personalized and consistent over so many channels and touchpoints. One customer might be turned off by something as simple as being put on hold for too long. Another might be overjoyed at how easy it is to shop in your digital store.

Brands must rise to the challenge and aim for consistent omni-channel customer experiences. Not just because it’s good for your customer (and it is), but because it’s going to be the differentiating factor in choosing your brand.

How big of a difference does customer experience make?

Multiple studies and surveys agree that customer experience is going to be the primary factor in a customer’s decision-making process, even more than price and product. This shift may happen as soon as 2020, according to a study conducted by Walker.

Businesses that provide better customer experience are more likely to be selected over their competitors, and they’re more likely to earn more per customer. The same Walker study found that 62% of buyers would pay more for improved customer experience, and it stands to reason that they would be more loyal as well.

Many businesses already see the change coming and are taking action. According to Forrester, 72% of the businesses they surveyed say that improving customer experience is their top priority. So how can you improve your own brand’s customer experience? Start with the most mission-critical area: customer service.

How do I improve my brand’s customer experience?

You could theoretically improve any part of your business and have it affect customer experience; but if you want the most bang for your buck, you should prioritize customer service and support. 60% of consumers have higher expectations for customer service now than they did a year ago, and yet 42% of customer service agents still struggle with resolving customer issues thanks to disconnected systems, archaic user interfaces, and multiple applications. Poorly-implemented contact center infrastructure ruins the brand experience and lowers employee morale.

Using call tracking improves contact center success

  • Capture caller intent and deliver it to the agents before they answer the call
  • Gather and use caller data to build more complete profiles for more personalized experiences
  • Use call outcomes to drive automatic follow-ups and re-marketing efforts
  • Route callers intelligently to minimize the time they spend on hold

Retreaver’s call tracking software layers on top of your existing agent tools to enable you to immediately improve your contact center’s success. Visit try.retreaver.com to discover even more benefits!

Are bad caller experiences costing you?

November 3, 2017 | Marija Sekularac

Are bad caller experiences costing your company money? For many businesses this just is not an option. However, it’s very common. In today’s digitally connected world, consumers form their opinions about companies from the small bits of communication they have with the company. Phone calls are one of them. Just one negative experience creates a bad first impression and a lasting poor reputation. But, there are steps you can take to minimize it. It starts with understanding what’s happening on the phone.

What’s happening on those calls?

Organizations need to have a way to manage caller experiences. When mistakes are made here, it costs companies money. You cannot spend a lot of time on the phone listening to your customer service reps. And you do not have the funds to hire someone to manage them. You don’t have to take that step, though. With the investment in tools such as call tracking, it is possible to reduce much of this unknown factor.

When you use call tracking and call routing tools, you streamline the way people communicate and you track them. It gives you an inside look at the customer journey. Without a tool like this, there is no way to know why your customer didn’t come back for a second purchase or wrote that poor review. It’s common that companies will never hear from the customers that are more likely to be loyal but have a bad experience and never return. Yet, with all tracking software, your customer experience becomes clear and easily tracked.

You can see when poor experiences are impacting your customers.

Was the representative too harsh?

Did they not communicate key information?

Did they fail to gather information that can help you avoid future instances like this?

All of this contributes not only to improving customer service but also to building your business and creating repeat, loyal customers.

What happens when you manage the caller journey?

Information is invaluable to companies. With the use of call tracking, it becomes possible to look inside the caller journey so that you can make changes going forward. Here are some ways this can directly impact your company’s profitability.

  1. You can track marketing campaigns more effectively. And, you can do this throughout all channels. You know why someone is calling, how they made the decision to call, and what marketing efforts led them to that point.
  2. You can monitor not just where they come from but also where they are going. For example, you can determine how many people call and then end up purchasing after a good customer experience. How many don’t?
  3. You can provide more personalized customer service to your clients. This can help to increase your brand awareness and help your business to scale. It is all about providing personalized attention to consumers. Providing this level of interaction helps you build a better brand image.
  4. You can train your sales agents more effectively. This includes retraining those that may be making mistakes and tapping into calls to use for training of new employees. You can use the data points from these calls to give you an idea of what your employees need from you.

These are just a handful of the ways you can enhance the caller journey with an effective call tracking system in place. Not implementing this will cost you customers and money because there is no other way to know why your customers are not purchasing. An inexpensive, highly effective tool like this boosts customer experience and gives your company the support it needs to grow and compete on a more efficient level.  To get started today, visit try.retreaver.com!