Customer loyalty is a concept that clearly derives from the experience the customer has with our brand. Creating a superior customer experience is one of the key objectives for organizational success. Every company must improve the relationship with its customers regardless of whether it is a B2B or B2C business.complaints are an element of company learning. Customer experience management is rigor, method and software.
Customer experience is the subjective and internal response that customers have to some direct or indirect contact with the company.
A customer whose complaint is resolved is 30% more loyal. Promote customer loyalty in your company.
In B2B business, you should focus on acquiring good customers. You should never miss opportunities to gain insights from customers that will help you improve. You can see its importance in the interview with Phil Klaus, the author of the book “Measuring Customer Experience: How to Develop and Execute the Most Profitable Customer Experience Strategies“.
When dissatisfied people do not complain, these complaints cannot be resolved. Employees are not the cause of dissatisfaction. Employee attitudes, attitudes and mistakes alone are responsible for 20% of customer dissatisfaction. Sixty percent is dissatisfaction caused by products, processes and marketing messages. Twenty percent are caused by customers’ own mistakes. However, customers tend to blame the entire organization. A customer who complains and is satisfied by the resolution of his complaint is 30% more loyal than a person who complains and is not served. You can see the importance of customer loyalty in this link.
Omnichannel customer experience and loyalty improvement.
Implementing omnichannel feedback across customer touch points with your company will increase customer loyalty.
Customer experience programs are a natural extension of customer satisfaction programs.
Business types and customer experience.
In B2C business the transaction value is low, the customer base is high. Transactions are fast and typically customers are very similar in their buying power. Customers have little power. In B2B transactions have higher value. Normally there is an 80% – 20%, companies focus on the 20% that represents 80% value. In the B2B world there are many products and multiple touch points to add complexity, as well as many roles in the organization.
Customer experience must build valuable relationships with customers so they can stay and expand their relationship with your company.
How to implement customer experience management.
- Interactively measure customer experience constantly in real time.
- Generate a direct report that summarizes the data and allows you to react in real time.
- Analyze evolution reports that allow you to measure trends.
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