What’s your company’s most precious asset? It’s not your inventory, your stock options, or your intellectual property. It’s your customers. Your business can’t exist without them, and if you want your business to last, you’ve got to make them happy. In fact, customers are far more than just assets; your relationship with them forms the very foundation of your company.
Every interaction a customer has with your brand and product—from the first ad they see to the moment they implement your software—matters. Customers will stick with a brand that provides reliably good service, but improving the enterprise customer experience can be challenging. If communication within your organization is stilted, then it’s impossible to keep the customer experience consistent. And because customer data has grown in complexity, all members of your organization need access to a single, shared source for customer histories and health scores.
If this situation sounds familiar, don’t give up. Put these tips to work and your business can improve its enterprise customer experience in no time.
How to Improve the Enterprise Customer Experience
A positive customer experience can reduce churn rates, inspire brand evangelism, and increase revenue. And any initiatives that lock in long-term growth are certainly worth implementing.
To improve the customer experience, everyone within your organization must adopt a customer-centric approach. Why? Because the customer experience is the cumulative result of the effort put forth by every team member. No single person can turn the customer experience around without an organization-wide effort.
What that in mind, here are some of the best tips for improving the enterprise customer experience:
#1: Understand Your Customers
The first step when enhancing the enterprise customer experience is to know your customer’s wants and needs. You must learn about your customer’s goals before you can evaluate how well you’ve delivered that value.
As such, you need to meticulously gather and track customer data. This way, you can gather relevant data and make sense of it in order to drive the right actions and engagements. It’s also important that you optimize the onboarding stage so that you are able to gather all the info you need about your customers. Sit down and figure out their goals and expectations so that you can effectively meet their needs.
#2: Connect with Your Customers on an Emotional Level
You should make an impact on your customers on an emotional level and forge a bond with them. One way of doing this is by having a relevant brand identity that resonates with your customer base. Take the information you learned about your customers and use those insights to form a relevant brand identity. For instance, are your customers primarily large businesses or smaller ones? If many of your customers work in, say, the financial field, what features will be particularly relevant to them?
In order to establish a strong bond with your customers, keep an eye on your customer’s health at all times. Engage with them on important occasions, such as their one-year anniversary working with your company, to add a personalized touch. Reach out when relevant events occur, such as goal completion or the addition of a new feature. By demonstrating that you really care about your customers, you can promote loyalty and high satisfaction rates.
#3: Identify Causes of Churn
When customers churn, you must find out why and use that information to improve your operations. The answers are in the data, so examine the customer experience for weak points. Customer engagement often slows before churn, giving your team the chance to assist customers before they leave for good.
To understand churn before it develops, keep a close eye on your customers’ progress through every stage of the customer journey. Even small increases in customer retention can greatly increase your company’s profits. So, make sure you identify problem areas within the customer experience to start retaining more customers.
Improve the Enterprise Customer Experience with a Customer Success Platform
It’s easier to implement these tips with the help of a customer success platform. A customer success platform enables everyone within your organization to access information about a customer’s status at any time. It can identify if your customers are struggling and help you find a solution. By engaging everyone across your organization within a single system, you can automate and create workflows that get everyone working as a united team to enhance the customer experience.
Remember, if you want to make customers happy, you must give them the positive brand experience they’re looking for. You can do so by using best practices and by leveraging a customer success platform to gain visibility, responsiveness, and control over the enterprise customer experience. Having a great experience at every point of contact will deepen customer trust and build long-term relationships. You’ll be able to gather feedback from customers and improve operations. Loyal customers will speak positively about you to their friends and families and on social media, saving you marketing dollars.
In short, improving the enterprise customer experience makes your business more profitable and gives your brand an outstanding reputation. The benefits of an enhanced customer experience are mutual—after all, your business can’t exist without your customers.
Totango helps enterprises achieve their customer experience goals every day. Our software offers everyone within your organization access to customer information, best practices, and metrics that help you create a customer-centric business. Request a demo or explore Spark to learn how we can help you.
