Word of mouth has yet again ranked to be the most effective & cost-effective marketing technique for small businesses. But, what drives the word of mouth? In today’s market, it’s not just the price, product & promotion. It’s the customer experience. Small businesses are diverted from acquiring & retaining customers organically through word of mouth. It’s all very well, spending money on Search Engine Optimisation, Search Engine Marketing & other forms of paid marketing to generate traffic to your website, but that’s just traffic and not conversions. What converts & has been converting consistently is the recommendations from friends & family who have had an incredible customer experience with your business.
BUT, WHAT IS CUSTOMER EXPERIENCE?
It’s easy for small businesses to confuse customer experience with customer feedback, customer satisfaction Q& customer service. Customer service & customer satisfaction are mandatory expectations from any customer in this day & age. Whilst, they contribute to customer experience, they cannot summarise it. Customer feedback is a way of collecting customer emotions, sentiments, preferences & recommendations. It’s an input to the customer experience but again cannot be termed as customer experience.
In a nutshell, customer experience is all about delighting your customers at every single interaction. There are 3 key factors that delight customers to refer & repeat business. Ease of doing business, the speed of receiving a response & personalized treatment.
Ease & speed of:
Searching your business on the road or online
Engaging with your business to buy a product or book an appointment for a service
Rating, reviewing & recommending your product & service
Rewards for frequent purchases & high value of purchases
Rewards for constructive feedback & converting referrals
Advice to help customers get benefitted from their purchases with your business
WHY ARE SMALL BUSINESSES MISSING OUT ON CUSTOMER EXPERIENCE?
Lack of awareness, skills, time, budget & new data privacy & confidentiality regulations makes it really challenging for small businesses to focus on customer experience. Customer experience is still seen as an enterprise concept & there are not many tools in the market that sell customer experience solutions for small businesses. Also, it’s natural for small business to get stuck in the day to day challenges. So, lack of time remains a key challenge to focus on CX. Small businesses often work with a limited budget. Using a portion of that to better delight customers easily takes second place to lead generation. The regulations on customer data and interaction are becoming stringent. The penalties are severe & small businesses do not want to take a chance. Add to this the fact that technology is constantly changing, small businesses become insecure to buy/build applications based on advertisements & marketing guru’s recommendations. When they have burnt their pockets once, they wouldn’t dare to do it again!
IS THERE A WAY OUT?
Yes, small businesses need to start collecting customer feedback to understand customer sentiments, preferences & recommendations. There are apps like Survey monkey, Trust Pilot, FeeFo, Qualtrics, Feedbackify, Bazaarvoice to collect the feedback. The feedback collected needs to be analyzed for positive & negative reviews. Negative reviews must be picked up quickly & addressed to please the customer to win back their loyalty. Loyal customers should be updated into loyalty software like iVend, Loyalty Lion, Smile.io & Voucherify for engagement & rewards. Small businesses can also export that list to referral marketing applications like referral candy to reward those who refer their business to friends & family. MailChimp is a popularly used application to send out customer announcements, offers, festive discounts. But yes, a filtered customer list needs to be uploaded to each of the applications.
BUT, THAT’S STILL LOT OF TIME, MONEY & EFFORT!
In that case, small businesses can try CXONCLOUD, an all-in-one app that can manage leads, live chat, quotes, bookings, ratings, reviews, recommendations, awards, rewards, loyalty, announcements, referral marketing & so much in just clicks. CXONCLOUD also takes small businesses to voice commerce to sell on Google Assistant, Home Mini, Alexa, Cortana & Siri. Check our blog on how CXONCLOUD comes to rescue Google Duplex for small businesses.
CXONCLOUD works for brick & mortar & online businesses selling products or services or both. It is priced at just $30 per month which covers all you need to deliver an incredible customer experience. CXONCLOUD is available as a freemium package & free trials too.
Word of mouth is the most effective technique. Great CX drives the word of mouth. Ease, speed & personalized experiences deliver great customer experience. If you do not have time, budget & awareness about customer experience, try CXONCLOUD today to delight your customers like never before, in simple clicks & fills.