What do your customers want?

That is the most important question a business owner can ask because customers want their buying experience to match their expectations. And they expect a lot.

If the customer experience (CX) delights, you are in growth mode. Brands with superior CX bring in 5.7 times more revenue than competitors. Customer-centric companies are 60% more profitable. Employees would rather work for companies that cater to their customers than those that don’t.

There are many ways that you can do this, whether you’re looking to improve their experience online with an omnichannel customer experience strategy or on a face-to-face basis.

Whether through omnichannel CX or in-store interaction, the value of delighting your customers—increased brand reputation to business-building word-of-mouth recommendations—is well worth the resources invested in it.

What do we mean by customer experience? 

CX is the overall perception customers have about doing business with you. And positive experiences are built on relationship marketing, or simply treating people like people and not transactions. Companies that organize themselves around building those connections score well on the scale on customer experiences.

Strengthening relationships is a function of customer service. From an attentive, knowledgeable in-store sales staff to a well-designed, responsive website, and—whether onsite or online— processes for resolving issues quickly and effectively provide what your customers want: a seamless, end-to-end buying experience.

Encourages loyalty 

Customers who have great CX are five times more likely to make another purchase. Moreover, loyal customers are more likely to spread the word and tell their family and friends. Focusing on experience means you can build your customer base, attract new customers, and retain loyal ones.

Builds reputation 

Eight in 10 companies say positive CX is a key component in separating themselves from the competition. Regardless of the business you’re in, you have competition, and the one that excels at meeting customers’ expectations are the winners. A high-quality, customer-centric strategy not only deepens CX relationships, it also enhances your reputation, which is a competitive advantage. You and your competitors sell the same products; if you take better care of your customers, they will keep coming back.

Increases revenue 

Creating a good customer experience can result in increased revenue for your business in the long run. It’s a no-brainer: Happy customers are loyal customers who keep the cash register ringing. They spread the good word about their CX, which amounts to free advertising that people are more likely to trust than paid promotions. Repeat buyers, broader reach, and expanded customer base drives higher revenue.

How to implement it 

Treat your customers the way they expect to be treated—with professional, friendly service. Empathy builds relationships. Ask for their feedback.

When it comes to your staff, you should ensure that they know what they are hoping to achieve with their customers. Creating a framework that they can refer to and work from means you can implement a great experience for your customers throughout each level of your company consistently. Make sure that they are representing your brand in the best way, regularly update their training, and listen to any feedback they may have.