More metrics are focused on customer experience than ever before. But if your overall marketing strategy isn’t designed around “customer experience” yet, you may have questions about how to get started.
Many experts have weighed in on the importance of customer experience in modern business. In this article, we’ll refer to a few published by Forbes, Harvard Business Review, and Hubspot to better explain what it is and why it’s important.
We’ll explain what Klient has to offer to help your company deliver a positive experience for customers.
What Is Customer Experience?
Martin Zwilling of Forbes explains that while it used to be enough to focus on quality, value, and customer service, that isn’t the case anymore.
Today, the internet has turned the customer-company relationship into more of a relationship than ever before.
When organizations focus on individual touchpoints, they can falsely inflate their sense of a customer’s happiness. Instead, you need a comprehensive picture of the entire journey customers go through with your company.
So, if a series of individual touchpoints is not an accurate picture of customer experience, what is?
Hubspot’s Jason Bordeaux defines customer experience as “the impression you leave with your customer, resulting in how they think of your brand, across every stage of the customer journey.”
It involves many touchpoints, particularly between customers and your people or your product. But addressing one or two problematic touchpoints is not going to improve the customer’s overall impression of your business.
Why Is Customer Experience So Important?
The internet has changed the way companies interact with their customers in multiple ways.
There are more competitors available, and switching between them is easier since it can often be done with just a few clicks.
Customers also share their experiences publicly with friends, family, and any others through social media.
If a customer has a bad overall experience with your company, they can find another provider, switch to them easily, and then tell everyone they know online why they left you.
And they do.
Improving Customer Experience With Professional Services Automation
Delivering a consistently positive customer experience starts with having an easily accessible database of customer data.
Klient’s PSA software is intrinsically adept at capturing many types of information and bringing it together in novel ways. That includes information related to:
- Calendar management
- Document management
- Expense tracking
- Project management
- Resource management.
It’s also built on Salesforce Lightning, giving your employees the best user experience possible to encourage adoption through ease of use.
Having one centralized system to manage all of these touchpoints sets up your organization to improve customer experience in four key areas:
1. At the Sales Stage
Services will have better planning and forecasting abilities with Sales pipeline visibility. This allows the two departments to work hand in hand as prospects become customers. It also creates better services opportunities via forecasting and opportunities management.
2. During Project Execution
Service managers can use that visibility into the Sales Pipeline to better manage resources for the right project at the right time.
3. At the Expansion Stage
Klient’s PSA system also supports repeat and recurring billing, allowing for seamless repeat transactions.
4. Promoting Retention and Advocacy
The system also uses built-in customer surveys and a customer health check. That way, everyone stays aware of the customer’s account status. Tracking the customer journey has never been easier.
Shifting your organization’s focus to customer experience might seem like a hefty task.
Or, if you’re already working toward a great customer experience, you may need an additional tool to push the customer journey over the top.
With the right PSA system, employees will have an easier time handling prospects and customers. Leadership, too, will have easier access to the information they need.
This helps your organization deliver a single, memorable experience that makes customers happy — and keeps them that way.