Customer Experience: Where Does Your Business Rank?
Have you ever taken a step back and looked at your business? It can be a difficult thing to do, but it is necessary, from time to time. This is the only way to figure out exactly what type of message your business is portraying, in the real world as well as on the internet. There could be a few things your business is doing to send people away and you will never know unless you take a step back, detach and put your business under a microscope.
For the business owner who is uninitiated with this strategy, the process of actually doing it can seem more than a little daunting. Thankfully, with a little foresight on how to evaluate personal and digital interactions with your business, studying and improving customer experience doesn’t have to be impossible. Here are a few things you can do.
Is Your Business Considered Warm and Welcoming?
Here is an excellent way to gauge just how welcoming your business is. You are going to need to do a little undercover work for this one. It may even be fun. Here’s what you can do. Call your office, but disguise your voice or have someone else do this while you listen in. What happens next might just surprise you. Was the entire experience welcoming, or was this initial point of contact something that should be addressed?
This method only works if your business’s initial point of contact is a phone call. If you have an actual storefront, you may need to utilize a more “disguised approach”, by way of some face to face investigating to see just how welcoming your employees are making that first contact. Primary issues to consider would include if customer service representatives follow approved dialog for engaging customers, and if those reps establish the customers’ needs as the business’s requirements to fulfill. First impressions mean everything, and they set the tone for how any customer sees your brand.
What About Your Business’s Website?
If your business does not have a website, then you are three steps behind the game here. A website is imperative! How does your website engage its visitors? How does it catch the eye? Is the color scheme nice, smooth and welcoming? These are all very important things to consider. If your website is not doing these things, visitors could be hitting the back button and leaving. This is just one reason why choosing the right web design and marketing company is crucial to the success of your business.
Design, layout, content and colors all have a huge impact on how a visitor interacts with your website. Experience is the only real way to gauge just how well these four things are working for your website. You could also do some split tests to determine if a particular color or design is doing what it is supposed to do. This type of testing will ultimately improve your conversion rates and increase the “stickiness” of your website.
Meeting Customer Experience Goals, Online and Off
As time goes on, the need for customer experience to not only be a major point of study and refinement for businesses, but to also be seamless between the real world and internet, will only grow in importance. For businesses who are not already well acquainted with this practice, obtaining successful results in customer experience improvements will require some trial and error, or some expert guidance.