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How much is TOO MUCH in Customer Experience?
CloudCherry | Featured | September 15, 2016
Have you ever been intrigued by a fancy new store ‘round the corner so much that you just walked in to check it out? …and within seconds realized that not only are you the one in the entire store but also the only focus of some 20-odd sales people who are all approaching you like hungry predators? And before you can run for your life you are already surrounded by these extremely-eager-to-help-you guys who start bombarding you with their officious salutations?
We’ve all been there at least once, and I can say it with absolute certainty that I’ve never stepped foot into one of those places ever again!
What is so wrong about being eager to help out a customer who just walked into your store, you may wonder! Nothing really – as long as you know where to draw the line. There’s a very fine line between going the distance to ace at Customer Experience delivery and crossing into “predator” mode.
It’s like this – Your service delivery should convey a subtle warmth and comfort to your customers. Sending the right message is key to keep them coming back for more. People are perceptive, and this is so much more true with the new age customer. They can sense it when you are trying too hard, trying to bombard the customer, and hey, let’s admit it – nobody likes officious, overzealous service.
So, how do you not go overboard when engaging with customers and know where to draw the line?
As a brand, one of the things you should always be sure of is your target audience. The customer experience strategy of let’s say, a GAP store will be significantly different from that of a Burberry store. The main reason for this stark contrast is the audience that they cater to.
Millennials need to be treated differently from the high-end, elite customers. The core of your brand philosophy will have to reflect through your customer experience. You may have to train your customer-facing staff to greet and behave differently with different audiences within your target audience, even. Customization is of essence, basically.
Often customer-facing staff tend to confuse persuasion with insistence. While it is an art to charm your customers into buying something that they may be in two mind about, it is definitely a no-no to urge them to invest in something that they have no interest in! Earning your customers’ trust is a premium you get for giving them exactly what they came in looking for.
Once you’ve earned their trust you could coax them into trying a free sample of something that might be of use to them or offer a good discount on it. But anything that bends on disrespect will push your customers away from you. Keep your follow-up calls to a minimum, your surveys occasional and give them the space they seek.
Every email, SMS or acknowledgement you send out to your customers will have to reflect your most sincere side. Trying too hard to please will send out a message of false promises to the reader. In situations where you cannot follow through a request placed by the customer, be upfront about it and apologize.
If you cannot address an issue right away, assure them that it will get done within a practical deadline and make it happen. This way, you not only gain their trust for being honest, but also convince them that you deliver on your word. Don’t bite off more than you can chew and lose customers because of this. Be honest, sincere and open with your customers. Yes, customer is the king but that does not mean you become servile.
By ensuring that these three points are taken care of, you can mitigate your chances of overdoing customer experience to a great extent. There are, of course, a lot of other factors that constitute an overzealous CX and we will be dealing with those in our next post.
To make sure that you are coming up with just the perfect CX strategies, get our FREE Customer Experience eBook below!