Nicholas Kalavas, CEO of CFM Group, writes:
But achieving the above is a lot harder than it seems and maintaining satisfaction – some argue – could prove even harder. I personally work with over 35 hotels and restaurants in the UK, establishments to which customer experience is a key aspect to their success. I am often asked for advice or tips on how to improve customer service and overall experience.
So let’s have a look at three key elements you can customise to your customer strategy and I can guarantee you will see some real improvements in your reviews and feedback and consequently – sooner rather than later – your turnover, the ultimate goal.
1. IDENTIFY & UNDERSTAND YOUR CUSTOMER
It is crucial that you clearly define who your customer is - as this will ensure you have a comprehension of who your target audience is. This entails a number of elements, such as geographical and demographical data, buying behaviour and disposable income. Spend some valuable time researching your market, which will in return provide you with useful insight as to how to carefully segment and target your potential and current clients.
2. DETERMINE WHICH CHANNELS WORK BEST
Customers interact with brands across multiple channels but that does not mean they are all as impactful on your brand as others. Be sure to analyse insights from your Social Media (and emailing) campaigns as well as a clear analysis of your website, so as to be aware of how your clients interact with your brand and go on to the final decision of purchasing.
In addition, do not be afraid to run competitions and questionnaires with this in mind - as getting answers by consumers who have already shown an affinity to your brand (have bought before or follow you) will provide insights into cross channel and individual experiences. This will, in time, enable you to deliver more seamless experiences across all channels and also be aware of where to spend the bulk of your digital promotional budget.
3. USE THE IMPACT OF EMOTION
The impact of emotion on the customer experience is far greater than it would at first appear. Customers’ perception of the quality of an interaction is mainly based on the 3 “E” drivers: Ease, Effectiveness and Emotion.
Emotional marketing can have a huge effect on brands: clients not only show loyalty but can potentially become active advocates of your brand by recommending, reviewing and advertising through word of mouth.
After all, humans are at heart social beings and this has a major impact on every interaction we have with the people around us, so interaction also affects our buying decisions. Real human interaction is the future of customer service so after you have a clear idea of who your audience is and know how to approach them best (through which channel), do not be afraid to appeal their emotional side, both in store as well as through their online purchasing experience.
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