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The WoW Factor in Customer Experience
Feb. 20, 2023
--By Barkha Jaiswal--
Customer experience is an important
part of customer relationship management. Customers who have a great
experience with a business are more likely to become repeatedly loyal
customers. If you want your customers to stay loyal, you have to invest in
their experience!
This brings us to long-discussed,
debated, and deliberated words like customer service, customer experience, and
customer delight- creating that Wow Factor. Often used interchangeably in our
daily lives without realizing the horizons each one of them covers.
Let’s take a deep dive into how these
differ and then question where an organization I am.
CUSTOMER
DELIGHT – CREATING THAT WOW FACTOR
Sounds great. All of us dream of
having happy customers. Easy said! With the determination of an organization to
be achieved. We have examples of many brands before us who have been able to
achieve it to a very large extent and have become aspirations for others.
When a company manages to achieve
customer delight or has created the WOW factor it earns the trust and loyalty
of the customers. Then the question is not about customer acquisition
it’s about customer retention and maintaining the delight factor – could be
through the introduction of timely quality products in case of IT firms, a new
collection in case of fashion brands, getting the latest trending products to
store for a departmental store and so on.
When an organization works towards
customer delight every aspect of the organization internal and external has to
be aligned to be at the edge of the cliff to view the horizon.
CUSTOMER EXPERIENCE
We all talk about our experience with
a brand in day-to-day dealings and develop a perception. This perception leads
to our decisions about a brand/company in the future. With a plethora of channels
budding through which one can connect with current as well as prospective
customers, it becomes a challenge to achieve a channel-agnostic service. Once
you have channel-agnostic or omnichannel customer handling capabilities you
have started creating customer experience.
Many a time, it becomes difficult for
organizations to map their customer-facing processes and channels and become
channel agnostic.
Let’s look at an example that many
of us would have experienced in our lives – I walk into a retail clothing
chain, before reaching I had a look at the products in the E-commerce multi-brand store and their E-commerce store. I already have 2 price offerings for the
same product. When I walk into the store I might or might not get a price
similar to any one of the above. As a customer, I am perplexed, and indecisive on the fake and real products and hence might not buy without an answer on why the
difference.
Result- a customer who could have
walked out with a purchase we have a customer with a negative experience.
In today's, technology-driven, fast-paced world it has become a necessity for all brands to be omnichannel if they
want to be in the race.
CUSTOMER
SERVICE
Customer service is a reactive
approach to connecting with the customer. Here are a few examples-Customer
walks into a store I connect with the customer post he enquires about a product
I am reactive and, hence, I give customer service. Another example to ponder
over Imagine the product bought by the customer did not work, I get a call from the call center and I am reactive again.
In the above 2 examples, it highly
depends on the customer and his/her perceived value of your services to build a
long-term image of your Brand, which might or might not lead to increased
sales through Word of mouth or Customer Loyalty.
We at QDegrees have been working
closely with our esteemed customers in defining the journey from a
customer service-oriented company to creating the WoW factor in customer
engagement.
We bring this through our
cutting-edge customer experience management and
customer service measurement solutions designed and developed on the latest
technologies (Schedule a call with our Consultants to know more about our
services)
Stay Tuned for more on what factors
impact customer experience.