Customer expectations are closely connected to what you’re advertising. They expect you to do what you say you’d do for them, how hard it can be?
Even though it sounds like a dull, easy task, it’s the number one thing that puts the level of customer satisfaction through the roof. Meeting customer expectations is a touchdown in the world of customer experience, a way to victory.
Customer experience experts agree on this - the peak of customers’ loyalty to your brand is at the point where you meet their expectations. Simple and easy.
Now, if we take an individual case and try to define the right way to meet customer expectations, we’d narrow it down to two things: easy and effortless. Customers love that. They want no hassle, no additional steps, checks, and papers. Fair enough.
Now, let’s move from an individual case to all of our customers. How do we make everything easy and effortless for every step, for every customer?
A simple answer does not really exist here, it is a process in which you have to figure out your customers’ expectations and act based on the insights provided.
That said, don't worry! We’re here you guide you.
Start by figuring out customer expectations
Sometimes some answers are so obvious we overlook them. However, many company owners fail here because they assume they know what their customers want and don’t try to look into the available data.
Data is our ally, especially at this stage. There’s already plenty of data available, you just need to turn it into useful information.
- Collect your insights
Start from your own place. Look at all the reports and analytics data you have and try to create a map of a typical customer interaction with your support team.
Are your customers using self-service before getting in touch with your customer support team? What are they searching for? How often do you resolve their issues within first interaction? How long does it take you to respond to a ticket? 1 hour? 24 hours? Longer?
Compare these metrics with CSAT or NPS scores and see where you can improve. Some results may surprise you.
- Do extra research
Did you finish your homework? Time to take the next step. Additional research calls for an additional ally - time for third-party research to step in. Don’t be afraid, the ROI is usually huge.
Before you pick a way and channel to do that, wait. Don’t pick the channel YOU prefer, pick the one your customers prefer. Chat? Voice? Ask your customers!
Forrester conducted a survey and 44% of respondents said that the most important feature a website could have is a live person they can talk to while they’re making a purchase.
The audiences can differ in so many ways and due to so many factors, it’s up to you to figure out what they prefer.
- Utilize surveys and benchmarks
Last but not least, ask your customers directly. If you conduct CSAT surveys, add an option there to leave the feedback about the things that matter to you. Create a survey and compare the results with your competitors.
How do they compare? Are you behind your competitors when it comes to meeting customer expectations?
See what other successful companies in your industry are doing and try to find a perfect solution.
Improve what you can, and prepare for the rest
You have ALL the information you need, even more. What now? Time to use it, of course.
Look at how you can improve, what to do next and where do you need additional resources, and notice if there are some red flags you must work on.
Here are the three most common solutions:
- Auditing self-service
How hard is it to find and actually use your self-service systems? Make sure to check both the website and the app, it needs to be embedded and easily accessible.
Self-service is there to help your customers and allow them to handle issues on their own, don’t add unnecessary steps to the whole process.
Is it optimized with tags and easy to navigate through? Is all the information in the right place?
A quick audit will help you make sure everything is in the right spot and works flawlessly.
- Exploring omnichannel
What channels are preferred by your clients and are they available to them?
You did the research already, you should know whether your customers prefer contacting you via chat, phone or some other channel. Adding a new channel might sound scary to you. Omnichannel might be the answer you’re looking for.
Omnichannel allows adding a new channel while doing a minimum impact on agents’ activity and duties, and at the same time, all the data stays centralized on one spot.
- Enhancing workflow
Workflows help you optimize top use cases. You should set them up. All those experiences need to run without a hassle, make sure every step smoothly transitions into the next one. Let your agents do their magic. They know, they’ve been involved in these cases and can help you improve the process.
Measure, adapt, rinse, and repeat
Have you completed all mentioned above? If you have, it is a perfect moment for a toast.
The steps you’ve taken will take the customer experience to a higher level, customer service will improve and all that will finally guarantee that you . meet your customer's expectations.
Once you’re there, loyalty will grow like crazy and your business will thrive.
Yes, it is time to celebrate, but it’s not where it ends, this is just a beginning. Use the initial reports as a tool to measure your results. Track all the changes, correct things on the go when necessary and always look for a new way to improve customer experience.