Customer Experience Featured Article

Ways to Improve Customer Experience

July 22, 2014

Customers are the key to success of any business—today more so than ever before, thanks to globalization intensifying competition. This means customers are more likely to switch to competitors’ services unless your business engages with them on a long-term basis. This engagement is not a one-off interaction; rather, it should be ongoing and continuous to build a long-term relationship with the customer that in turn will lead to customer loyalty. As a result, the chance of the customer switching to a competitor is low.

To help businesses to engage with customers effectively, one important factor to keep in mind is content. Content is the proven route to long-term engagement. Effective content marketing says much about the company to its customers and society at large.

However, the key is to provide content that is fresh, informative and personalized because every customer is different. To achieve this personalization, businesses should learn more about their customers through data analysis, and based on their preferences, content can be tailored. Creating such personalized content is the holy grail of customer engagement because such content gives the business a chance to interact with customers on a one-to-one basis, according to Lauren Kelleher of Business2Community.

Addressing problems before they happen is another preventative measure that businesses should consider taking.  A problem always creates a bad experience for customers, and poor handling of it can lead to a negative impression. Therefore, it is important to solve the problems of customers even before they occur. For example, if the business expects a problem with a particular product or user segment, then it can pull the information of that user group from its database, and reach out to them by phone or email. Such proactive measures can go a long way in building seamless customer engagement.

The above suggestions are sure to go a long way in helping businesses to engage with its customers at a personal level. 

Edited by Alisen Downey

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