The importance of change management in redefining the customer experience
In order to offer your customer a memorable experience you must first introduce a customer-centric culture in your SME.
In recent years, the concept of customer experience has been a growing trend in business. The customer has become more demanding. They are not settled for being satisfied after making a purchase or contracting a service. According to Zendesk's Customer Experience Trends 2021 report, in Spain, almost 60% of customers believe that the experience they have in a purchase process is more important now than it was a year ago. In addition, 50% of those who have a bad experience opt for a competitor.
Consumers are looking for shopping experiences. This trend has created a new opportunity for companies, as digital tools have enabled them to create personalised and memorable experiences.
However, to define a successful customer experience, it is essential to introduce this philosophy into the organisation in order to deliver a strong and consistent experience. Here are a few tips that will help you in that process.
- Understand your customer and your employees.
You need to know your customer's expectations and what they are looking for when they acquire your product or service. Digitalisation has promoted many tools that allow you to collect and analyse your customer data.
It is also important that you train your team in the knowledge and skills needed to use these tools correctly in their daily work. This is key to maximising the benefit from them. In order to achieve this, it is also essential to understand the digital maturity of your employees and define a plan to support them in this adoption process.
- Expand your communication channels.
Digitalisation has offered new channels to establish conversations and create deep bonds with your consumers. According to the previous Zendesk study, communications via Whatsapp and Facebook Messenger have increased as a result of the pandemic. In addition, 45% of respondents prefer to communicate via messaging embedded in the platform, 31% via social media messaging apps and 20% via messaging/SMS.
Talk to your customer, find out which channel best suits their needs and implement it, considering both the benefits and limitations of each channel. You will make your customer feel valued, offering them a more personalised experience that will increase their level of satisfaction.
- Introduce a customer-centric corporate culture.
Frequently, we make decisions based on a wide range of factors but forget the needs of the client. Focusing on the customer can bring about a paradigm shift in the organisation, which should give importance to the customer and not so much to the product. This vision must be shared throughout the organisation to ensure that all decisions are aimed at improving the customer experience.
One technique that can help you is the empty chair, which Jeff Bezos, founder of Amazon, uses in his meetings. It consists of leaving an empty chair that represents the most important business asset that is not in the room: the customer. Therefore, for each decision taken, it is necessary to think about what the customer's opinion of the action will be whether it is what they are really looking for from us. Through this technique, all decisions taken will be made by and for your client.
- Coordinate departments.
The customer experience affects all departments of your company, from the attention they receive throughout the purchasing process, the platforms they use and the after-sales service they receive. All customer touch points are essential, so they need to be coherent and consistent. This will only happen if you promote effective communication in your SME, so that all your employees are working in the same direction.
- Create a department focused on customer experience.
We recommend that you promote the creation of a team to ensure customer experience. This department will foster coordination among the other areas of your SME so that the customer-centric culture leads all your company’s actions.
- Expand your communication channels.
Digitalisation has created new opportunities for companies. Increased knowledge of your customer and better control of the buying process will give you an overview that will help guide your decision making. Don't forget that success starts within your SME, so introduce a customer-centric culture to take your customer experience one step further.