From Customer Service to Customer Experience

by Dr. R. Kay Inexperienced | Featured Contributor

Good customer support is greater than essential. It’s an integral a part of any enterprise’s success. In in the present day’s oversaturated enterprise world, there’s merely no room for subpar service, as a result of there’ll at all times be one other enterprise keen to do the job faster and extra pleasantly.

And that is precisely why telling individuals you’ve “good customer support” is a poor advertising and marketing tactic.

Advertising and marketing is about differentiating your self. Your enterprise must be marketed on the issues that make it distinctive, the issues that different companies in your business both don’t assume or don’t care to do. That is what makes your online business memorable, and “memorable” is the most effective factor advertising and marketing marketing campaign could be.

The explanation that good customer support doesn’t work as a advertising and marketing tactic is as a result of it isn’t distinctive, and it isn’t non-compulsory — it’s anticipated. If good customer support is the one factor your online business has going for it, then you definitely actually is not going to be memorable to potential clients.

To place it merely, saying that your online business has “good customer support” is about as efficient as a restaurant telling folks that they serve meals, or a clothes retailer making an attempt to distinguish by making it clear that they promote pants.

Customer support shouldn’t be the main target of your advertising and marketing marketing campaign. As an alternative, buyer expertise must be.

Buyer expertise is outlined by Forrester as “How clients understand their interactions together with your firm.” They go on to explain an excellent buyer expertise as one thing that’s “helpful (ship worth), usable (make it simple to seek out and interact with the worth), and satisfying (emotionally participating so that folks wish to use them).”

Plenty of these phrases might, doubtlessly, be used to explain customer support. However they aren’t, and that’s what makes buyer expertise so essential.

Whenever you consider “good customer support,” you consider your staff. You consider issues that staff can do, particularly, to make clients comfortable. You most likely have guidelines and rules in place to make sure that good customer support occurs.

Buyer expertise, alternatively, is reliant in your buyer’s perceptions alone. It’s about how your clients work together with your online business, what they get out of it. It’s a metric that’s barely much less tangible to the corporate, however way more tangible to the client.

In different phrases, switching your focus to buyer expertise reframes the dialogue to make your buyer the main target, not your staff. And that is what makes it so highly effective as a advertising and marketing instrument.

To grasp precisely what your buyer expertise is, it’s important to ask your most loyal clients: why do they proceed to do enterprise with you?

The reply may be one thing that you simply didn’t anticipate. Perhaps your service is private in an business the place issues are often automated. Perhaps you’ve a particular characteristic that nobody else does. Perhaps you present a luxurious that folks wouldn’t get to expertise in any other case.

No matter this characteristic is, when you perceive it, you may make it the cornerstone of your advertising and marketing. By doing this, you’ll appeal to the identical kind of particular person as your most loyal clients — which implies much more individuals who love what you do.


Dr. R. Kay Inexperienced – Advertising and marketing Skilled from RKG Advertising and marketing Options Inc. from Atlanta, GA.

Dr. KayDr. R. Kay Inexperienced is the CEO/President of RKG Advertising and marketing Options Inc. With over 190,000+ Twitter followers, 35,000+ Fb Likes, and the High 1% LinkedIn profile designation, Dr. Kay, a self-motivated trailblazer, is the Quintessential “New-Age” Skilled Girl, and PhD Advertising and marketing Professional. She earned a Doctorate of Enterprise Administration in Advertising and marketing, and has accomplished PhD coursework in Management and Group Change. She additionally holds a Grasp of Enterprise Administration in Advertising and marketing and Administration, a Bachelor of Enterprise Administration in Advertising and marketing, and an Affiliate of Arts in Advertising and marketing Administration.

She is affiliated with a number of prestigious universities and has instructed over 350 programs on-line. A well-liked speaker on Advertising and marketing and Enterprise matters, Dr. Inexperienced is at present featured on Huffington Publish, Black Enterprise, Black Information, The Community Journal, Enterprise Evaluate USA, Digital Journal, Faculty View, Enterprise New Hampshire Journal, Bay State Banner, Reader’s Circle, North Dallas Gazette, Harlem Information, High Information Right this moment, One Information Web page, NE Informer, Ladies in Enterprise PR Information, Client Information Right this moment, Ladies PR Information, San Francisco Chronicle, Houston Chronicle, Chicago Each day Herald, The Miami Herald, and E-book Information Articles.

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