Written by: Lexie Lu While customer service has always been a vital part of what people do and how they do it, customer experience (CX) goes much deeper than just service now. CX encompasses the way the user feels when they land on your website, how easy the buyer’s journey is and any follow-up measures you take.In a survey of marketing professionals, researchers found about 22% were excited about CX . However, wanting to provide an excellent customer experience and knowing what that looks like in practice are two different things. One of the best ways to figure out what good CX looks like is to take a look at how various industries implement it.
1. Designers: Focus on Satisfaction
In a service industry such as design work, customer satisfaction is paramount. If your clients aren’t happy with the finished product, they’re unlikely to use your services again or recommend you to others.The move toward better CX has impacted design in a few ways. First, online wireframing ensures everyone is on the same page with the basics of design. Cloud-based systems allow clients to look at your concept before you spend hours creating something they might not appreciate.Designers — and all business owners, for that matter — should follow up after a project finishes and make sure the customer is satisfied. Immediately following a project is the right time to fix any issues and improve the overall customer experience. Be open to tweaks in this phase and let your clients know you want them to be 100% satisfied with the finished product, so no change is too big or small. Doing so might cost you a bit of time, but it will also result in excellent CX.
2. E-Commerce: Faster Shipping
When it comes to e-commerce sales, there are many things you can do to improve the overall CX of your website. However, almost every customer expects faster logistics these days. Sites such as Amazon with their Prime membership have made two-day shipping the norm.Improve the customer experience by streamlining your picking and packing process and paying a little more for a shipping solution that guarantees quicker delivery. You can also track packages and follow up if it looks like any delays are likely. Offer a discount on the next order if something takes longer than expected, even if the cause is not on your end.
3. Manufacturing: Meet Customer Expectations
Manufacturing businesses have learned that they must not only stay on top of trends but predict them. By the time you take a product to market, trends may shift noticeably. For example, those who produce castor oil noted that consumers are more interested than ever before in sustainable practices
. With that in mind, it’s vital for manufacturers to focus on sustainability, not only in how they produce their products, but how they source them.Environmentally friendly practices are vital for most businesses today, requiring close monitoring of everything from paper usage to the type of lighting used in the building. Even if you aren’t in manufacturing, doing a green energy audit is a smart move toward reducing your carbon footprint.Related: Focus on Your People and the Numbers Will Come
4. Technology Companies: Better UX
Technology companies are at the cutting edge of changes in the industry. Because of this, they have a firm grasp of what users want from a website or service. Focusing on better UX builds loyal customers. The easier your website, software or platform is to use, the more likely people will stay with you and even recommend you to their friends and colleagues.A better-designed website reduces bounce rate and improves trust
. Small changes that make a site more usable work not only for technology, but also for any business with an internet presence. Focus on improving the overall navigation and making sure any buttons or forms are actionable and easy to use.
5. Home Improvement: Consistent Call Centers
The home improvement sector is in high demand these days. However, one thing many home improvement companies learn the hard way is that inconsistent customer experiences can drive away users. If a customer calls the office and gets one answer and then gets a different answer from a worker in the field, they wonder if the business is trying to scam or cheat them in some way.About 73% of consumers
state they’re likely to switch to another company if their customer service experience differs among departments. It pays to make sure all your employees are highly trained in the policies and pricing of the company and in how to speak to customers. You should have a firm customer service philosophy in place.
6. Restaurants: Quality Matters
The restaurant industry is highly competitive. If the patron dislikes the taste of your food, it’s no problem to find another dining establishment. Quality drives the market and is a big part of the overall CX. You’ve likely noticed most restaurants have a specialty of some sort that allows the chef to make sure the dish is unique and of the utmost quality.Nearly all business owners can learn from restaurants and the way they prepare food. Find a niche dish and serve it so it is the best in your market. Of course, you’ll need to know your competition well to find something unique and do it better than anyone else. However, this advice applies to any business you can imagine.
7. B2B Service: Cross-Team Approach
Service businesses that serve other businesses learn quickly that a cross-team approach, where multiple people service the same account, works best to ensure they meet that customer’s needs consistently, no matter who is on vacation or working on another project. However, a cross-team approach involves some challenges. Fortunately, project management software ensures everyone on the team knows where you are with a given project at one time.If you want to impress your clients, showing them you’re on top of their needs and anyone on your team can help goes a long way toward building trust. You must communicate with your team members, but project management tools such as Trello and Slack help you keep up with the status of each project and who is working on what.
Invest in CX
Creating a stellar customer experience is an investment in the long-term success of your business. Good CX gives you an edge over the competition and helps retain customers you already have, while attracting new ones via word-of-mouth advertising. If you aren’t already focused on CX, now is the time to survey everything from customer service to your website’s UX and figure out how to make the process as seamless as possible for your buyers. Your return on investment will come from less customer turnover and happier clients.Lexie is a web designer and typography enthusiast. She spends most of her days surrounded by some HTML and a goldendoodle at her feet. Check out her design blog, Design Roast
, and follow Lexie on Twitter