It's about CX, it always has been.
Singular tactics won't drive results for your business. If you want to grow, you need to focus on the experience you're offering your customers.
Tactics work better together.
When clients come to us, they are usually looking for a singular tactic. They want SEO, PPC, website design, email marketing, social media marketing or some other tactic that they have heard will catapult them to success.
But the truth is, one tactic alone usually doesn't have a huge impact on your business. You can drive traffic to your website using SEO, PPC, or SMM, but unless you have a great website or landing page to convert your website visitors, this traffic won't lead to actual results for your business.
If you want to truly grow, you need to use multiple tactics to create seamless experiences for your customers; experiences that effortlessly guide your users to their goal and lead to sales for your organization.
What exactly is customer experience?
Customer experience is everything you do. From digital ads to your website, to sales emails, to how knowledgeable and friendly your staff is when handling a service call. It is the combined experience a user receives from every touchpoint they have had with your brand.
When people, processes and technology align to support a cohesive customer experience, you begin to operationalize revenue generation across your organization. The work of actively creating, building, and managing this alignment is known as "Revenue Operations" or RevOps.
Why focus on customer experience?
Thinking of the holistic experience a user receives from your brand is going to go a lot further than considering solitary tactics that may improve results in one area. But there is another big reason to focus on CX as well.
It’s extremely difficult in today’s market to compete on products, services, or prices. Big brands are always going to be able to go lower than you on price and compete with you on product and service quality, but your CX is an area you can truly compete in.
Customer experience matters.
of customers are likely to make repeat purchases with companies who offer excellent customer service
of one-time customers will become long-term customers when provided with a great experience.
of customers feel more loyal to brands that respond and resolve their complaints
“The pandemic has given many companies license to reduce their focus on the quality of the experience they’re delivering to the customer.”
- Jon Picoult, founder of Watermark Consulting
In 2020, the pandemic forced many businesses to move online. While this mass digital migration has made it harder to compete on price, service, and products, it is actually easier than ever to compete on CX. With all of the hastily-built, sloppy experiences out there, a strategic, meaningful customer experience that actually helps customers reach their goals, is a colossal differentiator.
If you invest in CX now, you can win the business of your competitors’ customers, and turn them into life-long advocates of your brand.
How do you get started?
Improving CX starts with your internal team. As customers interact with your business, they are seeking one frictionless experience across marketing, sales, and customer service teams. Customers want to feel like they are having one experience with one company - not passed around from team to team.
In our Ultimate Guide to Powering Your RevOps Strategy, we’ll discuss how you can align your internal teams using Revenue Operations.