Why Customer Experience is king
As featured in the Yorkshire Post, read why our Founder and Managing Director, Tom Belt, believes your customer experience is more important now than ever.
With so many challenges in the economy at the moment we are all having to do more with less, and with increasing competition, it isn’t easy to stand out as an industry leader.
Costs are being squeezed, both in terms of companies needing to reduce costs while increasing prices, and customers spending less. Companies who are winning are those who are focusing on the Customer Experience. Now more so than ever, we need to exceed expectations. This often doesn’t mean doing things differently, but doing them better.
Doing things better can look like optimising your checkout, making your communications clear, simplifying your onboarding process, or giving customers the support they need when and where they need it. You likely have the pieces in place, but have you maximised every moment you have with your customers? Each one of these moments are an opportunity to encourage them to take actions which will benefit them and your business.
It starts with listening to your customers. Everything must be in service of their needs. In a recent debate we held at the Leeds Digital Festival, when AI and the automation of ‘chat bots’ answering enquiries (or not as the case may be) was raised, it was refreshing to hear banks listening to their customers.
Technology unlocks endless possibilities. But it should never be used to the detriment of the customer experience. We’re working closely with AI and how it can improve businesses' customer experience, as well as improving how the business operates. AI should never cause frustration for customers, regardless of the operational efficiencies it creates. You may be saving time, but you're harming your reputation.
Customer Experience can also be your best protection in a challenging economic environment. As a company, if you’re forced to raise your prices, and your customers are already unhappy, they are likely to walk away. However, if their experience with you is good, they are much less likely to challenge any increase in price.
At AAWE, all we do is Customer Experience. Unlike others, it is our sole focus as a means of transforming businesses. This can be everything from analysing customer journeys, or designing multi-channel experiences, to improving the ways of working in a business. Many say they cover it, but not as a core capability. A customer first approach opens doors to other opportunities, but has to be the starting point, because without customers, you have no business.
When we talk to companies about what they want to achieve, whether it is improving sales or customer value, reducing costs, or increasing productivity, everything centres around the customer. Whatever the industry. We are then able to create bespoke teams tailored around the skillsets needed to achieve our goal. The team is also dedicated to the project (not split across many). This keeps costs down through no management oversight, and you work directly with the specialists you need.
No business can grow with a poor customer experience. Putting your customers at the centre of your business creates growth. It will make everything you do more effective. While giving you a solid foundation to deal with any challenges which are thrown your way. This is a fundamental which will not change, regardless of how much the world changes around you.
To read the article via the Yorkshire Post, you can do so here.
More Insights
AAWE Founder and Managing Director, Tom Belt, has been named in Insider Media’s Yorkshire 42 under 42.
As featured in the Yorkshire Post, read how to use Customer Experience to create growth.