Excellent customer experience (CX) and customer-centric marketing are essential to companies that are looking to build long-term relationships with their customers. And in our digital age, customers expect an outstanding service at any time and occasion.
Customers are free to share their experiences (good and bad) on forums and social networks. While a positive mention on Twitter can attract a lot of attention to the brand, and therefore, new prospects, a bad story can destroy a company’s reputation which may take months or even years to rebuild.
However, excellent customer experience alone doesn’t guarantee a competitive advantage. People don’t like perfect guys, they prefer authentic brands. Stand out or die — is a moto for every company over the internet. To be successful your company has to provide customers with a clear answer:
"Why should I work with this company?"
Answering this question requires a clear understanding of the following:
- Why should they choose us instead of our competitors?
- What do we do differently and does it matter for our users?
- Is this difference significant enough? Will it convince our prospects to choose us instead of our competitors?
This is an essential list of questions to discuss if you strive to be recognized as a customer oriented company. Essential but not complete. The new question to discuss is EX - employee experience.
What is EX and what it has to do with customer experience
"Why would someone want to work for our company?" is another question to consider if you want to be a customer-centric company. And here is why. The company treats its customers the same way it treats its employees. If employees don’t feel happy about what they do - they are not engaged in their work. And that has a direct impact on the service they deliver.
Many pieces of research prove that a company can boast of happy customers only if it boasts of happy employees. If you take a closer look at the top 100 companies with the best customer service and top 100 companies which are the best employers you will notice a significant overlap.
So, to provide first-class support, answer the following questions:
- Do we keep our customer experience in balance with the employee experience?
- Are our employees engaged and are they proud of their work and the company they work for?
- Do our employees realize their role in creating customer service?
Answering these questions will help to get some ideas of where to head to create an outstanding customer experience.
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