Customer experience doesn’t just sit with the abilities and technological aspects that you can apply to your company. Sure, your checkout process is streamlined and works effortlessly, but that doesn’t mean your customers are always pleased with your process. Instead, customers rely on how your brand is depicted, both on and offline, in order to determine your worth and customer service level.
Your customers have immediate access to a wealth of knowledge about you and your company. They have more options on where to spend their money, and you may not be at the top of their list. They’re going to share their experiences with your company, and are more likely to tell someone about a bad moment over a good one. It’s your job, not only for branding purposes and reputation management, to keep your customer engaged and intrigued by what you are doing and depicting as an organization.
Invest in your customer service
We know that financial woes can come up quickly on any company, and the first area to start receiving cutbacks are often staff. However, the next time you hit a snag in your business, you may want to reconsider sending out the axe to your employees.
When you get rid of your employees, you remove the qualities of your company that represent you. Your employees are your eyes and ears on how well your business is doing, in the eyes of your customers. Your staff is able to provide services to your purchasers that are more emotional and personal, than just a simple checkout button.
Your brand is more than a logo
Many companies often forget that their brand and reputation rests more on how well their website looks, what colors they use for their fonts, and what great catchphrase they can come up with next. Your brand is what your customers consider and think of when your company comes to mind. Positive branding and reputation management stems from creating meaningful and memorable experiences with your customers. When your customer feels more connected with your company, they’ll be more likely to come back.
As technology advances and more equipment becomes available to limit the need for employees, consider what a solid staff can do for your brand. Think of the last time you had a great experience with a sales associate, and determine if your perception of that brand would be drastically different without it.
Christopher Bower is a Member and Marketing Director of Detroit Internet Marketing, LLC and brings over 20 years' experience in marketing and online marketing. His education includes Bachelor of Science in Psychology and Marketing, and has been involved in both national and local marketing in Chicago, South Florida and Michigan.