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A customer-centric mindset appears to be one of the biggest differentiators between direct competitors in markets across the world. Businesses today rely on Customer Experience (CX) to attract, convert, and retain new customers and potentially boost ROI. But what is CX exactly, and how can you deliver the experience your customer base needs?
CX is the overall experience and impression a person (or business) is left with after interacting with your company and brand across their lifecycle as a customer.
As a brand, 43% of the customers today are willing to pay more for a product or service if they also receive better customer service. However, only a small percentage of the customers questioned are happy with the interactions they have with brands today.
Take a look below at a few solutions that can help your company improve their business processes to deliver a better customer experience.
The tricky part about providing CX is realizing that you can’t invest in a single measure and magically transform the way customers think about your brand. Different teams should coordinate their efforts and strategies to reach the “pot of gold” at the end of the CX rainbow. Thus, make sure that you approach CX with all its components. In order to be successful, CX needs the following:
Another aspect is that, especially for B2B operators, customer care should extend beyond signing the contract and delivering the products or services. This opens the gates to potential future collaboration opportunities, recommendations, and word-of-mouth marketing (free marketing, yay!).
Although an articulated strategy for each department will make a difference, having the tools for this will make every process easier and more manageable.
Since you can automate virtually any internal process, be aware of your automation options regarding the three key elements mentioned above: Sales, Customer Support, and Marketing. And as always, a flexible and intuitive CRM tool is the binder you need for those specific elements.
At its core, Sugar is a CRM built upon companies’ need to deliver improved interactions with their customers. But dedicated Sales, Support and Marketing software integrated with Sugar can help you enrich your CX.
Sugar Sell gives your sales representatives the insights they need to follow, document, and follow up on their sales trends, projections, and progress.
It integrates multiple dashboards that serve different purposes, and offers a complete sales force automation experience. Using Hint, Sugar Sell can eliminate manual data entry and gather information from social media accounts, news sources and more, to offer deeper customer and prospect insights to your sales representatives. With Sugar Connect, Sugar Sell can also integrate with Google G Suite or Microsoft Office 365 for easy access to your Sugar data directly from your email client.
The system offers customer journey mapping capabilities, allowing your sales reps to get a better grip of key internal processes such as Territory Mapping and Account Mapping.
All these features enable sales representatives to get a better picture of each customer’s journey throughout the pipeline and guess their next need and demand, even before they become aware of having those needs.
Sugar Serve is a complete Customer Support tool, offering easy access to multiple dashlets, reports, and case overviews. Its extended Service Level Agreement management capabilities allow for better customer interactions from your customer support representatives to meet and exceed SLAs. Sugar Serve’s Service Console offers your support representatives a clear picture of all inquiries. All cases are color-coded and information-rich, making it easy to differentiate between each case's urgency level.
Sugar Serve’s Self-Service Portal was developed to meet one of the main demands of your ever-growing customer base: to be able to troubleshoot and solve issues on their own. Sugar Serve features a generous Knowledge Base, instant messaging options, and case management integrations to help users solve their own service issues. The Self-Service Portal can also be customized with different fields to offer your customers a more personal and unique experience.
Keeping up and even exceeding your customers' support inquiries is one of the best ways to ensure that your company enforces high CX standards.
Marketing brings a big contribution to enforcing better company-wide CX. Sugar Market is fully equipped with the analytics and content personalization tools you need to create more personal interactions with each customer.
Although marketing is a great way to generate sales-ready leads, it also plays a significant contribution to enforcing higher levels of satisfaction among existing clients, throughout their lifecycle.
While having the right technology that facilitates customer interactions matter, an articulated strategy to use these is equally important.
Many other aspects can shift your customers’ perception of your brand including:
Try to remember that most customers would be willing to pay a higher price for a product or service if their interactions with a brand are smooth. This can be achieved through a close collaboration between the main departments involved in a customer’s lifecycle, but CX extends way beyond that purchase!
Do you have more questions about customer experience or the tools to meet your CX goals or overall strategies that you can implement? Get in touch with us! We have a team of experts in sales, support, and marketing that are always ready to help!