5 Ways businesses can refine CX today

Consider the last positive customer experience you had; how did you feel about the brand? Were you willing to return and make future purchases? Now recall a negative experience with a company. Did it impact whether or not you wanted to keep using their product or service?

The customer experience plays a huge role in whether or not customers will continue supporting you and allowing your business to grow. If you can provide an exceptional experience, customers will not only remain loyal to you, but they’ll recommend your company to their inner circles.

Let’s go back a minute and explore what customer experience means.

Customer experience (CX) is how customers perceive your brand after several touch points throughout the buyer’s journey. The collection of these touch points is the customer experience, which buyers may feel was good, neutral, or bad.

If you’re looking for results ASAP, check out these 5 ways businesses can immediately improve CX to help you win the long game.

1. Map out the entire customer journey

The best way for support leaders to understand CX is to take the journey themselves! Go through each touch point, walking in the customers’ shoes (from before they’re customers, signing up, onboarding, etc) and ask yourself:

  1. Does the customer lifecycle look different from a user’s perspective than what you imagined?

  2. Are there things you’d want as a customer that you find missing in the customer experience?

  3. Act the part of a customer who doesn’t understand the product inside and out - what might lead to confusion?

Looking at the CX from your customers’ perspective can help you identify where the organization succeeds, areas for improvements, and how you can increase customer intimacy.

Once you’ve mapped out the customer journey, it’s time to validate it and make sure it accurately reflects customers’ experiences. One way to ensure accuracy is to invite customers to share their experiences in meetings or focus groups. Discuss the problems they faced and the process of discovering, choosing, and using your product.

Ask customers specific questions such as: whether you missed any touch points in the journey, what they want to achieve at each touch point, what challenges they faced at each stage, and which parts of their journey they feel are most important.

Now that you’ve validated your journey, you’re ready to put a plan into action.

  1. Prioritize the points in the journey you want to address first

  2. Brainstorm solutions with key stakeholders from the product, support, and leadership teams

  3. Put in place a measurement plan to determine the success of your changes (more on this below)

One last note on mapping your customer journey: Once you’ve made changes, update your map so that all stakeholders know where you stand and what to focus on next. All stakeholders need access to the same information, such as why you’re refining your CX, what that entails, and how you’ll make it happen.

2. Keep your metrics in mind

As you walk in the customer’s shoes, it’s important to keep your support organization’s main KPIs in mind: Are slow responses resulting in dissatisfied customers? Are users giving your company a low score due to the agent's communication approach? What are the areas you want to improve?

To understand your company’s customer experience, you’ll need to hold yourself accountable with a few customer service metrics such as: