CX, or customer experience, isn’t a phrase that is often used in the small business community.
However small your business is, customer experience is something you should be thinking about if you want to understand who your ideal customer is and how to best serve them. I’m passionate about championing a CX strategy for small businesses that is rooted in the core values small businesses are already good at – the personal touch, the genuine care that goes into every order, the willingness to go above and beyond.
The good news is that you’re probably already thinking about it even though you don’t call it CX. I believe a more intentional approach to customer experience can really help you unlock the power of it – and my version of CX strategy is rooted in emotional, not artificial, intelligence. Us humans are relationship-seeking creatures, and selling is about creating those relationships, too.
Customer experience encompasses everything about your customer’s interaction with your business. Using psychology and behavioural science can help you get more clarity on how to make these interactions meet the needs of your customers in 2020. Small, indie businesses are naturally good at the personal touches, the outstanding customer service and offering value for money far beyond the product itself.
Recreating the (perhaps old fashioned) feeling of visiting a family-run shop on the high street in the online world comes with its unique challenges. You have the amazing opportunity to reach many, many more people online but the online world can be impersonal. Does your customer know just how approachable you are if they never see you? And do you understand what your customer really needs from you?
Customer experience goes beyond customer service; it includes everything from the potential customer’s interactions with your business on social media and on your website, to how you set their expectations with your product descriptions and photography and make the sale. The main event for the customer is of course the arrival of their purchase – how it arrives, and ultimately, if it meets (and hopefully exceeds) their expectations. Inevitably sometimes things go wrong – either due to human error or delivery services. How you deal with problems can turn a bad experience into an amazing one.
I also strongly believe your mental health and wellbeing as a business owner matters. You are doing this because you love it but it’s easy to end up feeling stressed, overwhelmed and anxious. Thinking about your customer experience strategy will also help you avoid some problem-situations and help you put in place boundaries that work for you.
I’d love to help you create a customer experience strategy that works for you and your growing business – get in touch to see how we can work together!