What Do You Do? podcast
Robert Southall | Customer Experience Director – Worcestershire + Shropshire | Insight6
What really is customer experience, and how can it impact your business? It comes down to two questions:
- How do your customers feel about you and your business?
- How do you measure how your customers feel about you and your business?
In today’s competitive business landscape, understanding these questions is key to gaining new customers, and more importantly, keeping the ones that you do have.
Key Takeaways
- Customer experience starts long before a customer gets in touch with you, and carries on long afterwards.
- A good experience builds loyalty and helps build future business, whereas a bad exprience causes customers to look elsewhere.
- A great experience gives you ardent supporters, whereas a terrible experience gives you active detractors.
The Role of the Customer Experience Specialist
Measuring Customer Experience
A customer experience specialist’s primary role is to help companies understand and improve how customers feel at every touchpoint. Whereas customer service is focused on person-to-person interactions, customer experience includes everything – how potential clients feel about your company, how your website looks, and what past customers say when they’re asked about you.
How can you possibly measure all of this? It is difficult, but a starting point is something called a Net Promoter Score (NPS). The NPS is a 0-10 scale where customers gauge how likely they are to recommend you to other people. The results allow you to determine how many promoters, passives and detractors you have. Identifying promoters gives you a chance for good PR, whereas identifying detractors gives you the opportunity to improve.
Other methods include focus groups, website usage tracking, and mystery shopping.
The Benefits of Good Customer Experience
Good customer experience keeps your customers happy – who wouldn’t want that? But happy customers stick around, and tend to spend more when they do.
It’s not a one-time solution. It’s something that needs to be consistently reviewed to ensure you’re giving your customers plenty of reasons to keep working with you.
Ultimately, customer experience isn’t optional – it’s what separates thriving businesses from those struggling to keep up.
What Do We Do?
We founded the What Do You Do? podcast to hear from people like Robert, where their first hurdle is clearly and concisely explaining how they can help their customers. Knowing more about their experiences can only lead to happier customers and better businesses.
Videos, like the one above, are a great way to learn about a person, product, or cause – find out how we can do it here.
written by
Videographer and video producer with over 15 years experience in both B2B and B2C video marketing. He writes about everything he learned delivering over 1200 video projects across the engineering, education, charity and tech sectors.
