Guest post: What makes for a good customer experience in 2019?

Customer experience in 2019 is more relevant than ever. With an increasing number of people heading online to spend their money, and new products and businesses popping up left, right and centre, to say that competition is fierce would be an understatement. Customer experience, or CX, is the differentiator that will set you apart.

Consumers are looking for, and are used to, personalised, streamlined experiences, and companies are striving to deliver them. If you haven’t yet worked on a CX strategy, it’s time to put pen to paper! Here’s how to meet the high CX expectations of your customers in 2019.

Ask for feedback

To take your customer experience to dizzy new heights, the first step is to not only recognise where you’re doing a great job, but to take note of where you’re missing the mark, too.  Asking for feedback could be the key to not only discovering areas for improvement, but also making your customers feel valued, creating opportunities for long-term relationships. Displaying your feedback makes for a great CX. Genuine reviews from real people will encourage customers to view you as a brand they can trust, and a company that is willing to go the extra mile to improve the experience for their customers.

Utilise AI

AI is becoming more accessible every day, enabling companies big and small to get their hands on the tools they need to provide more targeted customer experiences. So much so, that according to Oracle, eight out of ten businesses have already implemented or are planning to adopt AI as a customer service solution by 2020. From big data analytics to predictive technology, AI could completely revolutionise customer experience in coming years.

“AI will prove to be the key that unlocks a wealth of statistical analysis for businesses”, says Technical Director at Feefo, Paul Greatbatch. “The smart ones will use it to make highly significant improvements in customer service that give them a real competitive edge. Put simply – better use of data means better customer service and bigger revenues.”

Analyse customer sentiment

How can you make your customers happy if you don’t know how they’re feeling right now? Monitoring sentiment involves measuring the tone, context and feeling in customer actions and can give you an understanding of their overall satisfaction, as well as an indicator of their loyalty. The more you know about your customers’ emotional state, the more you can do to provide them with a meaningful experience with your brand. “There must be deeper customer insight and sentiment analysis to build loyalty and get ahead of competitors”, says Steph Heasman, Director of Customer Success at Feefo. “You need access to the right data and the right technology to extract the customer-engagement riches that lie within it.”

Reward your customers

Rewarding your customers can do wonders for your brand’s customer experience. Not only does it offer the obvious perks to your customers, but it also provides a more seamless buying experience, as well as a deeper connection that can live on way past the customer’s purchase.

“A loyalty program gives you the tools you need to differentiate on the customer experience. By rewarding customers with points for their loyalty, you are showing that you care and value their custom beyond just their purchases”, says Charlie Casey, CEO at LoyaltyLion. “With loyalty data at your fingertips, you can send personalised emails that attract shoppers to repeat purchase with you. These could include product recommendations related to their previous purchases or specific deals tailored to their likes and dislikes.”

Getting started on improving your CX means listening to what your customers have to say. Using a reviews platform – such as Feefo – gives you the tools you need to collect and display real reviews, taking the guesswork out of building the best customer experience possible by gaining powerful insight.

About Feefo

Feefo gives brands the tools to make smarter decisions and improve customer experiences by unlocking insight obtained from real customer feedback. Feefo applies smart technologies such as artificial intelligence and machine learning to help businesses build relationships, improve brand reputation and make informed decisions for the future.