How do you deliver the right customer experiences? Do you really know what parts of your solution make your customers happy? Perhaps most importantly, how many of your customers have defected or abandoned because what you do know currently, is still insufficient?
When you have gleaned the answers to these questions, you will have gained valuable insight into the minds of your existing customers. But, just as important, you will have gained a predictive ability to solve problems in your customer relationships that your customer may not even have revealed to you.
Historically difficult to do? Yes. Not to mention super frustrating.
Currently problematic? It doesn’t have to be.
The secret to acquiring this seemingly magical ability to see into the minds of your current customer base and future prospects lies in the strength of your Customer Experience Analytics. By unlocking full and actionable data, you unlock the secret to delivering the experience your customers desire – an unbeatable customer satisfaction and customer retention strategy.
Customer experience data provides you with tangible points of reference on how your product or service delivers (or does not deliver) the results you promise. It gives your team a pool of empirical evidence they can utilize to use to remind clients of their success using your product.
Even better, Customer Experience Analysis allows your company to pre-emptively address issues that customers may not bring to your attention – until they’re ready to leave. When your approach to solutions is fueled with this kind of knowledge, both your customers and your team will reap the benefits.
Why is this such a powerful client retention tool?
Customer Experience Analysis Delivers Voice of the Customer Data
Data-based evidence of customer experiences speaks to the priorities, pain points, and perspectives of your customers. You can talk all day long about how much better you are than your competition, but nothing beats actual evidence of customer successes.
Analysis provides effective proof points so your team can pinpoint the issues most important to your client. Of course, this means your Customer Experience Analytics program needs to deliver solid information that provides actionable insights to help your team perform at the top of their game.
This process of unearthing insights into the minds of customers is critically important. What’s really important to your customer may not always be obvious to you, and sometimes customers don’t tell you what you need to know to keep their business.
Recently, a Primary Intelligence team was giving a client a debriefing of data garnered from their customer experience program. Several members of our client’s sales leadership were present at this meeting. As our team reviewed the insights they had received, a couple of pieces of data were revealed that were extremely useful to our client’s retention efforts.
For instance, our interview with our client’s customer revealed that the client – in a well-meaning attempt to give the best service possible – had been very accommodating of their customer’s requests. But it turned out that what the customer really wanted from our client was professional guidance to help in their decision making. As a consequence, our client was perceived as “too accommodating” by their customer.
Our client’s flexibility (which they believed strengthened their offering) was seen as a weakness by their customer. This was a reservation their customer had never even so much as hinted at, but which clearly affected their client-customer relationship.
Another crucial piece of information our interview revealed was a concern by our client’s customer that the customer’s account would eventually wind up being serviced by a lesser, third-party provider, and not the actual seasoned vendor that they had signed the business with. Again, this was a concern our client was unaware of.
Interestingly, although these were both important issues to our client’s customer, the customer had never mentioned either one to them. So our client was completely in the dark – that is, until we were able to give them this critically important information.
It’s fairly simple to see how either or both of these issues could have ultimately soured, or even ended, our client’s relationship with their customer – and they would either never have seen it coming, or they would have been scrambling to try to save the customer.
Instead, our client was able to address both issues pro-actively with their customer. Not only did they improve their relationship with the customer, they actively increased the likelihood of retaining the customer in the future.
Harnessing the Power of Your Customer Experience
Here are three best practices for leveraging your Customer Experience Analysis tool into a data goldmine:
Best Practice #1: Map and Measure Your Customer Experience
Your clients may be having great success using your solutions, but if you aren’t making a conscious effort to measure, analyze, and evaluate those success stories, they are useless to your team.
Listen to the “Voice of the Customer.” Map your customer experience. Analyze where your solutions provide the most value, and evaluate your need or potential to fill the gaps. Use the data to determine which of your value drivers resonate most strongly with your clients and use that data to deepen your relationship with them.
The best way to do all of the above? Ensure you have a system in place to aggregate and compile these types of measurable results and provide proof points for customer encounters.
Best Practice #2: Use Data to Control the Message
A sales and marketing message that is consistent with your brand may be the most powerful way to differentiate yourself from your competitors and communicate your value to the marketplace. Client success data can help you position your brand as a best-in-class seller.
Rather than rely solely on gathering customer experience data from your sales team, get it from the source: your clients. Use provocative questions to assess the true nature of their experience with your solution and let the voice of the customer guide you.
You also want to think “agile” here: invest in a Customer Experience Analysis system that is easy to customize, easy to deploy, and easy for your customers to use.
Best Practice #3: Leverage Your Data at Renewal
Customer experience stories are great tools to help you demonstrate the impact of your solutions, but actionable information will help you keep the business. When it’s time to review your relationship, it’s easy to remind your customers of the value you provide when you have the data to back it up.
Use the data you acquire about your existing customer experiences to drill down to the positive business outcomes of your solution. Have your customer experience program provide you with specific, measurable results that show evidence of the impact of your product or service.
It’s All About the Information
Customer Experience Analysis, leveraged correctly, is an incredibly powerful tool for retention, branding, and customer loyalty. Specific information about customer experiences provides laser-focused data for retaining customers, extending or renewing contracts, reducing customer defection, and expanding current contracts into new laterals or verticals.
Powerful proof points give your team leverage to work smarter and more effectively with your customers. And the more tangible evidence of customer experience data you can supply your team with, the more effectively they can keep delivering a superior customer experience.