iframe>
The common goal that all business owners share is the desire to grow their business. I'm right there with them.
By focusing on customer experience businesses can achieve growth more efficiently than any other means.
I recently covered this exact topic during a great customer experience event with my friends at Qualtrics. Check my session here . You will also have access 8 master sessions on customer experience with top experts . Good job, Qualtrics !
Here is a summary of what I discuss.
Improve retention and acquisition by improving customer experience
While many businesses consider customer experience to be one thing, CX actually produces two desired outcomes: 1) customer retention and 2) customer acquisition.
According to research from Forrester and Adobe, companies that actually invest energy and resources into their customer experience generate 1.7x higher retention rates than companies that don't.
Companies that invest energy and resources in their customer experience generate 1.7x higher retention rates than companies that don't & # 039; t. Click to Tweet
It stands to reason that, if you focus on experience, your customers will stay with you longer, be more loyal, and will benefit from increasing their lifetime value (LTV).
Retention is the most commonly talked about benefit when it comes to customer experience. However, redemption is the other side of the CX coin.
Companies that focus on their experience have a 1.9x higher return on spend than companies that don't focus on their experience. This means that companies that make customer experience a core part of their business not only retain the customers they already earn, but they also attract almost twice as many customers as they do. otherwise they will.
Companies that focus on customer experience have a 1.9 times higher return on spend than companies that don't focus on customer experience. Click to Tweet
Most customer experience comes from making things better. Whether it's improving overall customer satisfaction, removing barriers, etc., trying to achieve a worthwhile experience for your customers is a worthy goal.
After all, continuously improving your customer experience enhances your business and, therefore, your acquisition and retention efforts.
However, what I've learned over the past few years in my research at Convince & Convert is that the capacity rarely drives conversation.
No one NEVER says, “Let me tell you about this perfectly fitting experience I just had.” Why? Because it's not a substantial story.
We don't talk about what we expect.
The desire to find best practices and follow the leader is natural and sounds great on paper. In fact, these methods generate zero customer conversations.
The best way to succeed is to design remarkable customer experiences that B2B or B2C customers don't expect. The same lame. People can discuss the differences and ignore the average.
If you want your customers to tell their friends about your business (and you too) and you want CX to be one of the customer acquisition engines (you do), You need to give them something interesting to discuss. We call this Enable chat.
How to Create Your Chat Triggers and Improve CX
Insignificant stories are simply untold. Fortunately, achieving a story worth telling doesn't require a huge performance boost. It requires a chat trigger.
4 Requirements of a successful chat trigger
1. It must stand out
The first requirement is that your ability to speak must be remarkable. With their terribly long receipts, CVS Pharmacy definitely accomplished this .
Regardless of whether you're on their membership program or you just bought a pack of fake Wrigley's, you'll get a receipt that's twice your arm's length. CVS receipts are so long, customers are using them as wrapping paper and sharing the results! Seriously, check it out – its next level.
I ran out of rapping paper so I used my Cvs receipt pic.twitter.com/ZDyLFYCIeA
-? SHUFADED? (@Thatkidd_oscar) December 21, 2018
2. It must be repeated
Customers hate inconsistency.
Making your talk triggers repeatable means doing something every day for your customers that gives them the opportunity to create daily, weekly, monthly, quarterly and annual.
It's a strategy — not a lottery ticket.
One of the best examples of repeatable talk triggers is The Cheesecake Factory's menu . The length of the restaurant's menu is so epic (5,940 words!), you could tell it's a CVS menu receipt.
While a novel-sized menu might seem ridiculous, it's a great decision by CX. When my co-author Daniel Lemin and I were doing research for the book Chat trigger we found that 38% of Cheesecake Factory patrons told a specific story about the menu, online or offline.
Cheesecake Factory Menu has over 250 items!
38% of Cheesecake Factory patrons incorrectly spread online or word-of-mouth about the chain's size & # 039; s menu. #word of mouth Click to Tweet
3. It must be reasonable
No one will tell your story if they don't trust your story.
Experiences that are too grandiose will create suspicion. Just like you can't scale surprised and delighted , doing something that blows away expectations doesn't create lasting conversation. Instead, what you're looking for is a sensible talking engine.
I call it the Goldilocks Zone: distinct enough to be noticeable but reasonable enough to be believable.
DoubleTree Hotels achieves this thanks to Give away warm chocolate chip cookies per guest upon check-in. In fact, they've been doing this every day for 30 years – almost 75,000 cookies a day!
And these cookies promote some serious word-of-mouth business. Daniel Lemin and I learned that 34% of DoubleTree customers told a story, online or offline, about this cookie. Roughly 22,000 Stories are told today about a chocolate chip cookie. This is volunteer marketing at its best.
4. It must be relevant
Unless you're in the elephant business (and chances are you're not), hiring and marching an elephant down Main Street makes no sense.
Your CX choices need to make sense in the context of your brand in order to generate conversation. Here's what makes Jay Sofer's talk so relevant.
As the highest-rated locksmith in New York City on Yelp, Jay generates a ton of great reviews. In her review, Chantelle commented, “I almost WANT to be locked out again. Yes, my experience has been great. ”
Jay Sofer's chat trigger creates a great talkable customer experience.
Jay's activation is simple: after he successfully fixes the lock in question, he performs a complete security audit. He checked every window and door, then oiled every lock for free. It's simple and fits his business perfectly, making it a great talker.
Don't Miss My Master Session with Qualtrics
By knowing the 4 requirements, combined with the 4 types of chat triggers (Grace, Speed, Helpfulness, and Empathy, which you learn more about in the master session). My Qualtrics ), you can make your own CX selections to generate conversations about your business.
Give your customers a story to tell. If you do, they will let you know.
Post a Comment
Post a Comment