In a previous post we talked about what the user experience is and how a correct design and execution can have an impact on our company or institution, also explaining how to create an appropriate strategy.
What many of you are wondering now is whether it is worth spending time and resources to get a good experience for our customers. Or in other words, why should you apply techniques that improve the customer experience? What advantages does it have?
A new customer: the prosumer
Before tackling any user experience strategy, it is necessary to know the customer. Partly due to the implementation of technology in practically any area of our daily lives, there is no doubt that we are in an environment in continuous change, also in the profile and needs of customers. A new digital client, very informed, multichannel, demanding and with the ability to influence other users through the use of the Internet and social networks. This new client, the prosumer, demands special attention, a highly satisfactory experience. If we manage to conquer these prosumers, meet and exceed their expectations, even surprise, we will have a very important speaker in the “word of mouth” system, and that is another of the changes that we have been able to perceive is that for customers it is no longer The image that the brand sells is so important when making a purchase decision, but the opinion of other consumers with similar tastes.
Advantages of offering a unique, flexible and memorable user experience
Pleasing prosumers, that their experience in our business or institution is unique and worth remembering for them, is only the first step -although essential- to achieve a customer experience that has an impact on the overall company. Below we analyze some of the advantages of implementing techniques that improve the customer experience:
Increase sales and customer or user loyalty
There is no doubt that a happy user, satisfied with the care received, who has received personalized treatment adapted to their needs, is a customer with greater purchase options than one who has felt neglected or who has had an unpleasant experience. In addition, they will show a greater willingness to buy or try other products (cross-selling or cross-selling) or services.
According to a study by Forrester Research, companies that work on customer experience management increase their advantages by 14% compared to those that do not in terms of the initiative of customers to buy more.
Even profitability can increase, since a high quality in the service or product can lead to an increase in price compared to the competition without the risk of losing the customer, since you will value the experience as a whole and not just the price.
Increase in customers or users
Again the figure of the prosumer takes on extreme importance. In line with what we mentioned before about the tendency of consumers to rely more on the experience of another user than on the image that the brand transmits to them, prosumers are a powerful loudspeaker and spokesperson, the best argument of authority, to achieve reach other customers, who will choose our services or products.
Improved image and reputation of the brand / Reduction of marketing spending
Consequence of the previous point. What better marketing campaign than our own satisfied customers? Your ability to influence and presence in social networks will bring the benefits of our services to new customers. If a company or institution offers a bad service, it will be forced to “cover” that image through a greater investment in marketing and to replace those customers that it has lost.
Resistance to change
It is often said that if something works, why change it? A satisfying customer experience increases resistance to changing vendors, stores, or services. Change means risk and, when a client finds the full satisfaction of his needs, he is reluctant to take on new adventures with a fuzzy ending.
Better use of resources and reduction of personnel costs
Increasingly there is a trend towards the automation of certain processes such as queue management or the first physical point of care. With these measures, a better use of available personnel resources is achieved, since they will not have to deal with answering questions or guiding users; in return, they will be able to use all their time for the development of their true functions. In addition, this improvement in productivity results in a reduction in personnel costs.
Complaints and claims reduction
In addition to being negative for the company, they need processing time and staff to attend to them. If the customer experience is satisfactory, this type of situation and the time necessary for its management will be reduced.
Better work environment and identification of personnel
A better customer experience brings satisfied users, so there will be less chance of having to serve annoying customers, with the wear and tear that that entails for the worker. In addition, one of the keys to a good customer experience is the interconnection between all the departments or people involved in the different points of the customer journey, who work to achieve a comprehensive satisfactory experience, a common goal, thus increasing identification of staff with the brand and its goals.
There is the possibility that the application of user experience techniques will generate changes that affect the idiosyncrasy and customs of a company, although in view of the benefits it can produce, it is an option that is less valuable