Because customers are increasingly demanding, companies need to surpass them when it comes to customer experience. They can’t simply meet customer expectations. It’ s the business of experience that makes it possible. Customers expect their experience to be perfect. And they’re right to do so. Today, customer experience is a key success factor.

The business of experience is a marketing strategy that enables a company to win customers by improving their experience at every contact with the company. To create this type of experience, companies need to consider the following elements:

• The customer’s experience on the various channels of communication with the company (website, mobile application, etc.)
• Technologies used to guarantee the security and confidentiality of information
• The ease of use of the solution
• Other customers’ experience with the product or service
• Interactivity between employees and customers
• The added value the company brings to the service

Customer experience design takes all these elements into account. Generally speaking, a customer experience can be broken down into three parts: the physical experience, the verbal experience and the digital experience.

The physical experience takes place in the store, during a site visit, a phone call or a meeting. This phase is important because it’s when customers are most sensitive to their surroundings. The verbal experience takes place during the telephone, e-mail or chat contact phase. The digital experience occurs when the customer interacts with a website, application or mobile app.

The customer experience business is therefore a combination of these three aspects. For example, if you have a physical store, it needs to be well-maintained and offer a pleasant environment for customers. The physical environment is therefore an important component of the customer experience. If you have a website, it needs to be easy to use and aesthetically pleasing. The digital experience is also important, and needs to be carefully designed.

 

1. Business of experience and business design

 

The business of customer experience is therefore much more than just a question of visual design, it’s a set of practices that need to be put in place to enable the public to have an optimal experience. It’s not just about delivering the best possible experience, it’s also about identifying the right projects to make it a reality.

The customer experience business is a discipline that works in close collaboration with the other disciplines that make up the design of a product or brand. You have, for example, interaction design, which deals with the way in which a user interacts with a product or brand, and brand design, which works on the visual aspects of the product or brand. For example, it’s when a product is about to be launched on the market that the three disciplines are most in demand.

At a design meeting, you’ll define quality criteria for a product or brand. In this way, you can define what is optimal for the consumer in his or her interactions with the product or brand. When these criteria are met, the experience is declared optimal.

 

The stages in the business of experience

 

The business of experience is therefore a discipline which, as well as being the art of design, draws inspiration from marketing and the social sciences to design the experiences consumers will have with a product or brand.

There are several steps to follow in order to design the best possible consumer experience and make it a reality:

1. Define experience criteria

To define these criteria, we need to know the consumer, who is at the heart of the business of experience. The studies are divided into three parts:

Consumer research is the most important stage in the business of experience. It’s by showing consumers the product or brand they intend to buy, that you can define the experience criteria. By studying their reactions and behaviors, you can define the optimal behavior you want to see in a consumer.

Experience measurement methods

Next, you need to measure the experience the consumer will have with your product. There are several approaches:

Quantifying experiments

Experiences can be measured by quantification. This involves observing physical parameters such as satisfaction, memorization, commitment and attendance. This method is widely used in marketing and sales.

Measurement by observation

This approach involves observing behavior. It can be used to measure the number of people using a service, the time spent on a website, the number of buyers of a product, the time spent buying that product…

Measurement by interrogation

This method involves questioning consumers after an experience. It measures both qualitative and quantitative criteria. These include consumer behavior in a defined space, acquisition of new customers, customer loyalty, usage rates…

Interaction measurement

This method involves using technological tools to evaluate the consumer experience. This makes it possible to set up interactive dashboards.

The data you’ll gather here will enable you to build your action plan and measure the effectiveness of your actions.

Why engage in analysis?

There are many reasons to embark on a process of analysis, but the most important is the desire to do better. This is the first step towards continuous improvement.

The analysis process will enable you to check whether your activities make sense, whether your customers are satisfied and whether your impact on sustainable development is commensurate with your ambitions.

It also enables you to measure your company’s competitiveness and identify weak points. An analysis can then be used to formulate recommendations for improving the company’s efficiency.

How to take action?

Now that you have a complete picture of your company, you can get down to business. It’s a time for planning, action and decisions.

You can already start thinking about the actions you could take to improve your performance or your impact on sustainable development. Think about popularizing the good practices that already exist within your company.

It’s also important to identify all sources of information useful to this process. This could be legislation, standards, tools, services or information about other companies.

So now that you’ve got the big picture of your business and its impact on sustainable development, it’s up to you to make the decisions and take action to improve your performance.

 

2. Retain customers and increase sales

A satisfied customer is not a lost customer

 

Why develop quality relationships?

You have a strong relationship with your customers. In this way, your company can build loyalty and attract new customers.

Customers are the raw material of your business, so it’s important to develop and retain them. A satisfied customer is not a lost customer, it’s a returning customer. It can be your best ambassador.

Customer satisfaction is a key factor in quality control and customer loyalty. If you take the time to satisfy your customers to the best of your ability, they’ll keep coming back.

By improving customer satisfaction, you can avoid early retirement for some of your staff, and maintain the attractiveness of your company.

What actions?

First of all, take the time to understand what makes the difference between a satisfied customer and a dissatisfied one. You’ll then be able to determine which factors are satisfying and which are dissatisfying.

Next, implement a continuous improvement approach to customer satisfaction. First, take stock of the current situation.

Then identify the drivers of satisfaction and dissatisfaction. Once these factors have been identified, you can implement a continuous improvement process.

This means you can launch a customer satisfaction campaign, with satisfaction studies, focus groups, surveys and more.

You can also turn to new technologies to improve customer satisfaction. With the advent of social networks, customers like to have their say about the products and services they’ve purchased.

You can therefore launch a viral marketing campaign by inviting your customers to share their experiences on social networks. The advantage is that prospects can see and read positive customer feedback on the product or service you offer.

Finally, you can develop your business by creating an active community on social networks. To do this, you need to set up a blog to answer all your customers’ questions, and involve them in defining the new products or services you’re going to create.

Viral marketing to improve sales performance

You may have heard about a recent study conducted by Business Insider. It reveals that websites that use social media to their advantage are those that generate the most sales.

The study was carried out over a six-year period and showed that brands that used social networks to promote their products or services gained almost 10% more customers.

Why have brands gained 10% more customers through social media?

Quite simply, brands have used social networks to improve the commercial performance of their products or services by creating virality. Viral marketing is a communication tool designed to improve the conversion rate from prospect to converted customer.

3. Nurturing the business of experience

 

To achieve this goal, you need to find strategies and tactics that will not only increase the number of views on your content, but also the proportion of users who will share it.

Viral marketing is a communication tool designed to improve the conversion rate from prospect to converted customer.

Taking a leaf out of the book of brands that have used social networks for their marketing, here are a few strategies you can implement to improve your sales performance.

1- Create content that generates engagement

Brands use social networks to create quality content. The content that gets shared is the content that generates the most engagement (shares, likes, comments, etc.). Brands implement very precise strategies to create content on social media that will generate the most engagement. Their aim is to create content that will provoke a reaction from web users, and help them get closer to their business objectives.

2- Distribute quality content on social networks

The brand needs to take into account information about its fans’ personalities and interests to create content that may be of interest to them. The brand uses its corporate identity to create content that is unique and reminiscent of the brand identity. Brands implement content strategies based on the target audience and what they want to see on their social networks. In this way, they select content that is relevant to their interests. The brand uses information about its fans’ personalities and interests to create content that may be of interest to them.

3- Develop brand awareness and credibility

The content the brand distributes on social networks must be credible and in line with what it has done in the past. The brand needs to create content that matches its customers’ expectations on social networks. This will enable him to develop his reputation and promote a positive image of his company. This enables it to stand out from other brands in the same markets.

4- Generate as much engagement as possible

The brand must seek to generate content that is highly interactive with its customers. In this case, brands seek to create content that is likely to be shared on social networks and commented on. To do this, the brand needs to create content that can engage customers and encourage them to respond.

5- Creating a link with the community

The brand must strive to create a link with its community on social networks. It needs to create content that can engage customers and allow them to interact with the brand. This will enable the brand to establish a lasting relationship with its customers. This will help to develop the image of the brand and its products.

6- Create exclusive content

The brand can also create exclusive content. This is content that is not available on other sites or in other media. These can be photos, videos or infographics. This type of content has the advantage of being highly interactive with consumers.

7- Promote your customers

The brand can also showcase its customers. It can ask them to share their opinions and experiences with the products and services it offers.

8- Create a community on social networks

The brand can also create its own community on social networks. To do this, it must be able to generate consumer interest in its products and services. It must also be able to interact with them. It will also ensure that consumers appreciate and value its products and services.

9- Offer discount coupons

The brand can also offer coupons and discounts to consumers. This will enable them to buy the products or services it offers at a lower price. This will arouse their interest and that of other consumers.

10- Make the most of your strengths

The brand also needs to highlight its strengths. It must have products and services that appeal to consumers. It must be able to ensure that these products and services are of the highest quality.

11- Promote the quality of your service

The brand must also emphasize the quality of its service. It must have impeccable customer service. It must be able to interact quickly with consumers. It must be able to provide them with a service they like.

12- Promote the ease of use of your products and services

The brand must also emphasize the ease of use of its products and services. She must be able to ensure that they are easy to use. It must be able to explain in detail how they can be used by consumers.

13- Promote balanced use of products and services

The brand must also demonstrate the balanced use of its products and services. It must be able to explain to consumers how they can use their products and services in various situations without risk.

14- Promote the ease of use of your service

The brand must also emphasize the ease of use of its service. It must be able to promote the services it offers. It must be able to demonstrate how these services can be used by consumers.

15- Assert the balance and interest of your service

The brand must also demonstrate the balance and interest of its service. It must be able to promote the service its products or services offer consumers. It must also be able to demonstrate the balance it offers consumers.

16- Demonstrate the effectiveness of your products and services

The brand must also demonstrate that its products and services work. It must be able to explain how its products and services work. She has to explain to her customers how to use them properly.

17- Promote the smooth running of your department

The brand also needs to demonstrate that its service works. It must be able to demonstrate how its services operate. It must explain to its customers how to use its products and services correctly.

4. Train employees in the business of experience

The company must train its employees in the business of experience. It must teach them to identify the brand’s criteria. It must teach them to identify the criteria for balance. It must teach them to identify the criteria for the proper functioning of products and services. It must teach them to identify the criteria for good service.

It must teach them to identify performance criteria. It must teach them to identify quality criteria. It must teach them to identify the criteria of creativity. It must teach them to identify the criteria for satisfaction. It must teach them to identify the criteria of standing. It must teach them to identify the criteria of the experience service.

5. Creating a superior customer experience

The brand must create a high-level customer experience. It must develop a high-level customer experience. It must define a high-level customer experience. It has to assess a high-level customer experience. It must consolidate a high-level customer experience. It needs to deliver a top-notch customer experience.

It must develop a high-level customer experience. It must manage a high-level customer experience. It must develop a high-level customer experience. It must define a high-level customer experience. It has to assess a high-level customer experience. It must consolidate a high-level customer experience.

Conclusion on the business of experience

 

The business of experience

The business of experience is the art of making the right choices, right from the start. The art of building a business on value. The art of creating a difference between intrinsic value and market value. The art of achieving a high level of satisfaction in a short space of time. The art of creating happy customers. The art of creating a satisfying customer experience. The business of experience is the art of turning value into profit.

Article source: www.instants-web.fr