Your customers may touch your brand at many points (physical store, product, service, website, call center, mobile application, online sales channel, etc.). All these contacts can take place before, during or after sales. Customer experience refers to the total value of your customer interaction at every touch point.
As a result of the emotional evaluations that occur at the contact points, a different value emerges for each experience, and a total value occurs as a result of all experiences. This total value constitutes the total customer experience. The effect of each experience that makes up the total customer experience may have different effects depending on the time.
What is Customer Experience Management?
Customer Experience Management is the whole work done to measure, evaluate and improve the total value given by your customers with scientific methods.
Why is the Customer Experience important?
Every customer who steps into your store, every user who visits your website, every customer who contacts with your brand has a customer experience. As a result of the sum of all experiences of a customer with your brand, customer experience related to your brand is formed. With the result of this total experience, your customers decide whether to choose your brand.
Businesses have to do business in a more competitive world day by day. While the costs of gaining new customers increased, keeping existing customers gained importance. Customer experience is considered a new battlefield in competition.
When we look at the high level products and services offered to customers in every sector, almost similar products and services are offered today. However, the secret that some brands stand out in competition is hidden in their customer experience.
How is the Customer Experience management done?
In the customer experience, you should first identify the points where the customers touch your brand. You should prepare customer journey maps starting at these points and provide feedback channels to your customers at each touch point.
Don’t set up customer experience management like complaint management. Remember, your happy customers can also offer great suggestions and ideas for your business.
The first step in customer experience management is to measure the experience. You can ask open or closed-ended questions according to the Likert Scale to find out what your customers are experiencing.
In which sectors customer experience management should be done?
All businesses that offer products / services to the consumers must manage customer experience. Every business that provides services and products to consumers such as restaurants, coffees, retails, gyms, banks, insurance companies, event companies, automotive brands, supermarkets should manage customer experience.
What is the Omni-channel customer experience management?
Omni-channel, a word created by using the word “omni” which means all in English and “channel”. Omni-channel, which is a marketing approach where all channels are managed centrally, is a method accepted for customer experience today.
It is possible to effectively manage the customer experience by collecting and managing all the feedback from different channels such as website, mobile application, kiosk screens, sms, e-mail in a single point.
What is NPS®, Net Promoter Score?
Developed by Fred Reichheld, Bain & Company and Satmetrix Systems, NPS® is considered the most popular customer loyalty metric in recent years. NPS has been translated into Turkish as Net Referral Score. The system was first published by Reichheld in the article “One Number You Need To Grow” in Harvard Business Review in 2003.
NPS divides your customers into 3 groups. The first group is promoters. This group consists of people who recommend you to your environment. The second group, passives, passive and ineffective, is considered to have no positive or negative effect on you. The third group, the detractors, is the group that speaks against you and makes you worse.
How does NPS calculated?
You ask your customers a single key question for NPS measurement; Considering your complete experience with our company, how likely would you be to recommend us to a friend or colleague?
As the answer to the question, you want a score between 0 and 10. Those who give you 9–10 are your supporters who recommend you, 7–8 are passive groups, and those who give 0–6 are the ones that disprove you who speak against you.
NPS = (Number of Promoters – Number of Detractors) / (Number of Respondents) x 100
In the calculation, passives from these three groups are not taken into account. The other two groups are rated as (+) and (-), resulting in a score between -100 and +100%. This rate represents your business’s NPS®, the Net Referral Score. Most interesting thing in the calculation of NPS is that those who score 0 points and those who score 6 points have the same effect.
Why NPS is so important?
There is a strong correlation between customer satisfaction and NPS. With NPS®, you can easily measure and compare customer satisfaction. You can compare your NPS score periodically and evaluate the progress of your business.
Today, NPS® is widely used in all sectors that touch the end consumer. The secret of sustainable success for a business is hidden in high NPS® score.
What should be NPS?
The answer to this question will be different for each sector. First of all, you should look at the sector average of your business.
As a general evaluation, it can be said that; You do not need to panic unless the NPS score drops to – (minus) but if you have an NPS score that is negative or tends to decrease, your business may be losing blood.
It is very important to follow the NPS score periodically. Measure your NPS score instantly and compare it to monthly, weekly or daily periods.
What is the Likert scale?
The Likert scale was developed by psychologist Rensist Likert in 1932. Likert Scale is a metholody used in many fields such as social sciences, political science, psychology, marketing and education.
In the question above, each option has a numerical value. According to the most widely used and accepted Likert scale, a score of 1-2-3-4-5 works. If we write these points out of 100, it will be 20-40-60-80-100.
How to use the Likert scale?
Likert scale can be 3, 5, 7, 9 and even 11. However, the commonly used form is the 5-point Likert scale. You can use the Likert calculation by offering 5 different answer options from the worst to the best in your questions.
Which channels are available?
Different channels should be offered to customers for feedback. If you have your customers’ phone or e-mail addresses, you can reach them through these channels. If you have anonymous customers, you can use square code (QR Code), kiosk screens.
The generations of your customers are also important in the selection of channels. Since the habits and tendencies of the generations named X, Y and Z are different, you should choose the right channel for the generation you are addressing.
What are the feedback rates?
By gathering feedback from your customers, you can have the information to improve your business. You can find the information you need to improve your product or service in the comments of customers. Many studies show that customers do not want to leave feedback.
You will receive less than 1 percent feedback when you do not provide a channel to leave feedback to your customers and do not use the correct communication language.
How can feedback rates be increased?
Customers need motivation to leave feedback. So how can you motivate your customers? Here are 4 different suggestions.
What is the biggest mistake in the management of Customer Experience?
According to research by Lee Resources, there is a big difference in perception between businesses and customers. While 80% of businesses think that they provide high-level service, only 8% of customers agree with the business. It is not possible for businesses to empathize without collecting regular feedback.
Don’t lose your customers
A study reveals that the cost of gaining a new customer is 6-7 times more costly than keeping an existing customer. In the results of the same research, it is seen that consumers who have bad experiences talk about their experiences twice as much as those who have positive experiences (White House Office of Consumer Affairs).
Brands that have succeeded with Perfect Customer Experience
When you examine the world’s most successful brands, you will see the Customer Experience they offer behind their success. Starbucks, the largest coffee chain in the world, seems to sell coffee in all its stores, but the experience is far ahead of coffee.
The world’s most valuable brands such as Apple and Amazon develop their products and services by positioning the customer experience at the center. Likewise, successful brands such as IKEA, Mc Donald’s, Netflix, Samsung, Uber, Airbnb, Google also act with the goal of “Perfect Customer Experience”.
What is the difference between customer experience and user experience?
User experience is used for the experience of website and mobile application users. The customer experience constitutes the large cluster and includes the user experience.