Prioritizing Customer Experience in Every Aspect of Your Business
Image Source: Pixabay
“Who’s your boss?”
You might immediately think of your manager or
the CEO. Or, if you own the company, you might proudly say, “Me!” However,
there is someone else who is above you in the chain of command — your
You might not think of your customers as the
boss, but they are the reason you make money and are successful. So while you
don’t necessarily have to cater to every customer’s whim, you do need to build
your business around the customer experience (CX).
How do you prioritize customer experience in
every aspect of your business? Let’s take a look.
Marketing is the beginning of your
relationship with any customer. The goal is to focus all of your marketing
messages on the customer’s needs and how you can be the solution to those.
Miller of StoryBrand takes it a step further. He says that every aspect of
your marketing should be focused on telling the story of how your customer is
the hero. Your business is the sidekick that will help them achieve their
No matter how you go about it, it’s essential
to ensure that your customers feel they are the center of your marketing
message. Start with fully
understanding your target market, and then speak directly to them.
Otherwise, you won’t be able to connect with them and bring them into your
circle of influence.
Your website is part of your marketing, but
we’re listing it separately because people often won’t come to your website
unless you’ve already connected to them in another way.
Once your marketing brings someone to your
website, what do they experience there? Having excellent UX
design is an important part of not only keeping visitors engaged on your
website but also ranking well in search results.
Google wants to deliver the most relevant,
high-quality content available each time a user enters a query. When you have a
great user experience on your website, your site will be in sync with what
Google is trying to offer. As a result, you’ll rank more highly.
Review your website. Are the menus easy to read
and understand? Can you navigate the website on a mobile device? Are your
message and offer clear within the first few seconds? If so, you’re on the
Product or Service
Every product or service should be designed to
solve a specific problem that the customer has. The more precisely you target
your product or service, the more successful you will be at selling it.
Unfortunately, some folks get tied up in what
they want the design to be, rather than what the customer is looking for. They
can add too many features, too little training, or create
an unattractive behemoth.
Both services and products face another
question. Should it be a
subscription or a one-time delivery? Many businesses love
subscription-based services for the consistent cash flow and retention rates.
You can also offer a lower price point, which is attractive to many consumers.
However, some customers want to own what they
pay for rather than feeling like they’re renting it. Only by doing the right
market research will you know if your customers would prefer a subscription or
You’d think that an excellent CX in
customer service would be a no-brainer, but unfortunately, that’s not the
case. In fact, so many consumers have a poor customer service experience that
excellent service is a selling point and can retain customers for years.
Is your customer service department an
afterthought or a focus for your business? How do you treat, train, and pay
customer service staff? Is the culture of your company that customers calling
in are “complainers,” or do your staff focus on delighting everyone?
A lot of major corporations handsomely reward
salespeople but almost ignore customer service departments. But, as it has been
said, “Sales without service is like stuffing money into a pocket full of
Don’t make that mistake. After the sale, your
relationship with the customer has only just begun. Excellent customer service
can retain them, turn them into customer advocates, and boost repeat sales.
We’ve been talking about customer experience
up until now, so why mention prioritizing your employees?
Very simply, the employees you have will
define the customer experience you’re able to offer. Happy, satisfied, and
engaged employees will work hard to delight customers and create a world-class
experience. Disengaged, unhappy, and disgruntled employees will drive customers
You have a great deal of control over how your
company culture and how employees experience work every day. Do you add meaning
to daily tasks by explaining how they fit with the mission and make a
difference in others’ lives? Do you pay appropriately and have benefits that
employees look for? Do you encourage career advancement and continuing
The better you take care of your employees,
the better they will take care of your customers. That’s why the employee
experience is at the center of the customer experience.
Focus on Customer
Making customer experience a priority in every
aspect of your business doesn’t happen automatically. It takes research
of relevant data, focus, and a commitment to your real boss — your target
If you want a truly successful business, it’s
essential to focus on CX. Targeted marketing will bring in the right audience,
and a website focused on your customers’ needs will convert them into buyers.
Of course, to sell well you need product or
service design on par with what customers expect and enjoy. Finally, excellent
customer service will turn buyers into repeat customers and brand advocates.
Which of these areas needs the most attention
in your company? Today’s the day to make a difference.
Amanda Winstead is a writer from the Portland area with a
background in communications and a passion for telling stories. Along with writing
she enjoys traveling, reading, working out, and going to concerts. If you want
to follow her writing journey, or even just say hi you can find her on Twitter.