{"id":40691,"date":"2020-10-25T00:00:00","date_gmt":"2020-10-25T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/customer-experience\/"},"modified":"2025-03-13T06:23:20","modified_gmt":"2025-03-13T13:23:20","slug":"customer-experience","status":"publish","type":"post","link":"\/us\/en\/blog\/customer-experience\/","title":{"rendered":"Customer experience: the way to your customers&#8217; hearts"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Just having a great product or service isn\u2019t enough to make a lasting impression with customers anymore. While it certainly doesn\u2019t hurt, customers are expecting something more. They\u2019re looking for experiences, not just items.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, <\/span><a href=\"https:\/\/www.ringcentral.com\/lp\/contact-center-customer-experience.html\"><span style=\"font-weight: 400;\">41% of customers<\/span><\/a><span style=\"font-weight: 400;\"> have said they\u2019ve stopped using a product or service after having to repeat themselves over and over after being passed from rep to rep. One negative experience could cost your business some serious customer retention.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cCustomer experience\u201d (often abbreviated to CX) is the feeling your customer gets when interacting with your brand, either good or bad. Over the past few years, it\u2019s become a major focus for marketers, salespeople, and businesses as a whole because a great customer experience helps differentiate the brand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we\u2019ll look at:<\/span><\/p>\n<ul>\n<li><a href=\"#Great customer experience\">What makes a \u201cgreat\u201d customer experience?<\/a><\/li>\n<li><a href=\"#Customer experience vs customer service\">How is customer experience different than customer service?<\/a><\/li>\n<li><a href=\"#Customer experience importance\">Why is customer experience so important?<\/a><\/li>\n<li><a href=\"#Improve customer experience\">How to improve your customer experience in 5 steps<\/a><\/li>\n<li><a href=\"#further\">Further reading on customer experience (if you want to do a really deep dive)<\/a><\/li>\n<\/ul>\n<hr \/>\n<p class=\"p1\">\ud83d\udd0d<span style=\"font-weight: 400;\"> Access <strong>Metrigy&#8217;s free report<\/strong> to learn more about the 2022 state of customer experience technology.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/p>\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/report\/metrigy-cx-report.pdf\" data-id=\"69d1acf418594\" id=\"69d1acf418594\">\n\t\t<button tabindex=\"on\"  on=\"tap:69d1acf418594.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9 Get the report<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40 \u200a Get this free report to learn about the 2022 state of customer experience technology. <\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69d1acf418594.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><\/span><\/p>\n<hr \/>\n<p><a name=\"Great customer experience\"><\/a><\/p>\n<h2 style=\"padding-top: 20px;\"><span style=\"font-weight: 400;\"><strong>What makes a \u201cgreat\u201d customer experience?<\/strong>\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The tricky thing about great customer experiences is that they depend on your audience too\u2014what one audience deems \u201cgreat\u201d might not fly with a different group of people.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, great customer experiences usually come down to three main things:<\/span><\/p>\n<ul>\n<li>an easy-to-use product or service,<\/li>\n<li>your customer gets value out of their relationship with you, and<\/li>\n<li>your customer enjoys interacting with your business<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In other words, great customer experience makes the purchasing process a little bit more personal. Ultimately, good CX goes beyond just the buying step (when someone becomes a new customer)\u2014it creates a memorable buying journey that encourages your customers to become loyal buyers.\u00a0<\/span><\/p>\n<p>Everything from the friendliness of your team, to how long your customers have to wait on-hold to talk to you can affect your customer experience:<\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/customer-communications-trends-report.html\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-6241 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/annoyances-about-calling-companies-1-1024x536.jpg\" alt=\"\" width=\"840\" height=\"440\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Next, let\u2019s look at the difference between customer experience and customer service. (Yes, they\u2019re different.)<\/span><\/p>\n<p><a name=\"Customer experience vs customer service\"><\/a><\/p>\n<h2 style=\"padding-top: 20px;\"><strong>How is &#8220;customer experience&#8221; different from &#8220;customer service&#8221;?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Although it might sound like it, customer experience isn\u2019t just a new name for the same customer service businesses have been delivering to customers for decades.\u00a0<\/span><\/p>\n<p><b>Customer service<\/b><span style=\"font-weight: 400;\"> is reactive. It\u2019s there to provide customers with assistance when they run into a problem, or when they have questions during the buying process.\u00a0<\/span><\/p>\n<p><b>Customer experience<\/b><span style=\"font-weight: 400;\">, on the other hand, is proactive and infused into every step the customer takes. It anticipates what they need before they even come to you with a question.<\/span><\/p>\n<p><a name=\"Customer experience importance\"><\/a><\/p>\n<h2 style=\"padding-top: 20px;\"><strong>Why is customer experience so important?\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Customer experience builds loyalty to your brand and <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/brand-awareness\"><span style=\"font-weight: 400;\">gets more people aware of it\u2014<\/span><\/a><span style=\"font-weight: 400;\">or it can prevent people from ever coming back again.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When a <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/happy-customers\/\"><span style=\"font-weight: 400;\">customer is happy<\/span><\/a><span style=\"font-weight: 400;\"> with the experience they have with you, they\u2019ll come back. If they\u2019re not, they\u2019ll probably avoid your brand at all costs (and if they\u2019re <\/span><i><span style=\"font-weight: 400;\">really <\/span><\/i><span style=\"font-weight: 400;\">unhappy, you might have to deal with negative reviews online too).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Loyal customers are great for business in dozens of ways. Not only are they more likely to buy from you again, but they\u2019ll also spend more, tell their friends about you, and leave glowing reviews. They become brand ambassadors, helping your business exponentially faster without you having to do any work.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A great customer experience can also help you stand out from the competition.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers expect to be taken care of. If you can give them that, they\u2019ll come back again and again\u2014sometimes, even if your product isn\u2019t the best one out there.<\/span><\/p>\n<p><a name=\"Improve customer experience\"><\/a><\/p>\n<h2 style=\"padding-top: 20px;\"><strong>How to improve your customer experience in 5 steps\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">To take your customer experience up a notch, you need to have a customer-first business model. This means your customers\u2014not profits\u2014are at the center of everything you do. (Or at least, that has to be the perception of you.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To adopt this mindset, here are five steps you can take to <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/improve-customer-experiences\" target=\"_blank\" rel=\"noopener noreferrer\">improve your customer experience<\/a>:<\/span><\/p>\n<ol>\n<li>\n<h3>Recognize your customer as a human, not a sales opportunity.<\/h3>\n<p><span style=\"font-weight: 400;\">Customers expect deeper relationships and connections with the brands they give their money to. If you can\u2019t or won\u2019t give them that, they\u2019ll move to your competitor who can offer those things.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One big example: if you try to upsell your customers every time you connect, they\u2019re going to dread communicating with you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When a customer comes to you with a problem or question, remember\u2014they\u2019re human. If they\u2019re frustrated about a product not working or they\u2019re unhappy with your service, asking them to purchase <\/span><i><span style=\"font-weight: 400;\">another <\/span><\/i><span style=\"font-weight: 400;\">item probably isn\u2019t the right thing to do.\u00a0<\/span><\/li>\n<li>\n<h3>Communicate on your customers\u2019 terms.<\/h3>\n<p><span style=\"font-weight: 400;\">Everyone has different communication needs. Phone calls (do you have an <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/inbound-calling\/\">inbound calling<\/a> strategy?), emails, SMS, instant messages\u2014we all have our own preferences for getting in touch with our friends, colleagues, and businesses.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want to deliver a truly awesome customer experience, you need to have communication options that meet each of those needs. <\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\">Pro-tip:<\/div>\n<p><span style=\"font-weight: 400;\">If you want to give your customers different options of reaching out, check out communication apps <a href=\"https:\/\/www.ringcentral.com\/contact-center\/products\/omnichannel.html\">(like RingCentral Engage)<\/a> that let you talk to them on the channels of their choice:<\/span><\/p>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"Digital Customer Engagement | RingCentral Engage Digital\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/PZC3o5YN90E?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p>Even if this seems excessive (who really needs <i>four<\/i> different ways to contact a company anyway?), it\u2019s just what <a href=\"https:\/\/www.marketingsherpa.com\/article\/case-study\/customer-communication-by-channel\">customers today expect<\/a>. Communicating on your customers\u2019 terms shows you\u2019re there for them\u2014not expecting them to change their behaviors to fit in with what <i>you\u2019re<\/i> used to doing. By meeting them where they are, you can show them that you respect their time and preferences, and take the first step to building solid relationships that turn into long-term partnerships.<\/p>\n<\/div>\n<\/li>\n<li>\n<h3>Work together as a team.<\/h3>\n<p><span style=\"font-weight: 400;\">Sometimes, you won&#8217;t be able to answer your customers&#8217; questions right away. That&#8217;s okay. This is where <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-teamwork\/\">customer service teamwork<\/a> is really important. Someone else might have the answer, or a manager might be able to approve a discount or refund for an angry customer. Don&#8217;t let your reps work alone.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is yet another reason why it&#8217;s super helpful to have a <a href=\"https:\/\/www.glip.com\">team messaging or communication app:<\/a> it helps you solve your customers&#8217; questions much faster.\u00a0<\/span><\/li>\n<li>\n<h3><strong>Use continuous insights, not one-time studies.<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Your customers\u2019 needs are dynamic. Even if your products or services are rooted in studies and research, if you\u2019re not continuously monitoring the behaviors and needs of your customers, you could be missing out on ways to give them the best experience possible.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consistently measure how your customers are reacting to experiences within your brand using <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-experience-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer experience analytics<\/a> and reporting, such as performance reports and <\/span><a href=\"https:\/\/www.ringcentral.com\/office\/features\/qos-reports.html\"><span style=\"font-weight: 400;\">quality of service reports<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Assess how your customers think and feel during each phase of the buyer\u2019s journey and look for opportunities to continue positive experiences or resolve negative ones.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take every opportunity to learn about what your customers are looking for. Make note of how they\u2019re connecting, why they\u2019re connecting, or if they\u2019re having any trouble getting through to you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you learn more about the experiences your audience enjoys, you can refine your CX so it continues to match what they\u2019re looking for.<\/span><\/li>\n<li>\n<h3>Evaluate CX across other industries too.<\/h3>\n<p>When it comes to customer experience, you\u2019re not just competing with companies within your space\u2014you\u2019re also going head-to-head with brands outside your industry.<\/p>\n<p>Why? Because customers are interacting with tens, maybe even hundreds of brands every day. Their expectations are constantly rising. If you\u2019re not keeping up with those expectations, a CX that was once good can quickly become \u201cmeh.\u201d.<\/p>\n<p>Follow brands that consistently deliver a great customer experience (we\u2019ll get to some examples in a minute) and try to apply what they do to your own business.<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\">Pro-tip:<\/div>\n<p><span style=\"font-weight: 400;\">Remember to measure your customers\u2019 reactions to new ideas <em>you\u2019re<\/em> trying. What works well for another brand doesn\u2019t necessarily mean it will work well for yours.<\/span><\/p>\n<\/div>\n<\/li>\n<\/ol>\n<h2 style=\"padding-top: 20px;\"><strong>What are examples of great CX?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Some companies have built entire businesses on having great customer experiences. Here are some examples\u2014along with ideas you can steal:<\/span><\/p>\n<ol>\n<li>\n<h3>Amazon<\/h3>\n<p><span style=\"font-weight: 400;\">There\u2019s a reason Amazon is the retail giant that it is. Customers can buy just about anything they need in one place and get it delivered (in some locations) just hours later\u2014all without needing to pay the fees often associated with express shipping.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not only are shoppers able to easily locate the items they need, but they can also take advantage of tools and features that make the buying process even easier, including one-click buying, subscription purchasing, and the quick-purchasing <\/span><a href=\"https:\/\/www.amazon.com\/gp\/help\/customer\/display.html?nodeId=202118700\"><span style=\"font-weight: 400;\">Virtual Dash Buttons<\/span><\/a><span style=\"font-weight: 400;\"> (aka the one-click button for items a customer frequently buys):<\/span><\/p>\n<figure id=\"attachment_1660\" aria-describedby=\"caption-attachment-1660\" style=\"width: 840px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-1660 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image1-3-1024x444.png\" alt=\"Amazon Virtual Dash Buttons\" width=\"840\" height=\"364\" \/><figcaption id=\"caption-attachment-1660\" class=\"wp-caption-text\">One-click buying, subscription purchasing options, and Dash Button options are all easily accessible in the Amazon product page.<\/figcaption><\/figure>\n<p>Amazon\u2019s CX is strong because it makes purchasing, delivery, and even returns super easy for shoppers. They\u2019ve changed the online buying game, forcing competitors to keep up with their quick-delivery, low-cost standards.<\/p>\n<p><strong>Main takeaway:<\/strong> We\u2019re not telling you to go head-to-head with Jeff Bezos, but we are suggesting you steal Amazon\u2019s streamlined purchasing process.<\/p>\n<p>To make your customers\u2019 buying experience smooth, eliminate any unnecessary barriers that might push the buyer to change their mind before completing the purchase. Clearly display check out options if you have an ecommerce platform, or add click-to-call features if customers need to get in touch with a sales rep.<\/p>\n<p>Customers want buying to be easy. Make sure it is.<\/li>\n<li>\n<h3>Southwest Airlines<\/h3>\n<p>Airlines seem to all have a reputation for being bad. They overbook flights, expect you to pay for \u201cupgrades\u201d like carryon luggage (or choosing your seat), and cram people in seats that are way too small. But while other airlines are getting trashed for their poor experience, Southwest Airlines is praised:<\/p>\n<figure id=\"attachment_1661\" aria-describedby=\"caption-attachment-1661\" style=\"width: 892px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-1661 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image3-2.png\" alt=\"Southwest Airlines praised on Twitter\" width=\"892\" height=\"626\" \/><figcaption id=\"caption-attachment-1661\" class=\"wp-caption-text\">Southwest\u2019s customers are generous with their praise on Twitter.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><br \/>\nDespite competitors finding ways to charge an additional fee for just about <\/span><i><span style=\"font-weight: 400;\">everything, <\/span><\/i><span style=\"font-weight: 400;\">Southwest has remained true to their dedication to friendly, reliable, low-cost air travel. But Southwest\u2019s customer experience goes beyond just offering the best price.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Southwest offers a great customer experience by also creating a positive environment for their employees. They\u2019ve <\/span><a href=\"https:\/\/www.travelandleisure.com\/airlines-airports\/working-for-southwest-airlines-career\"><span style=\"font-weight: 400;\">never had a layoff or cut employee\u2019s pay<\/span><\/a><span style=\"font-weight: 400;\">, and even introduced a profit-sharing plan to employees in 1974\u2014that equal as much as <\/span><a href=\"https:\/\/www.cnn.com\/2020\/02\/06\/business\/southwest-airlines-profit-sharing\/index.html\"><span style=\"font-weight: 400;\">six weeks of extra pay<\/span><\/a><span style=\"font-weight: 400;\"> for some employees. <\/span>They make gratitude a priority and even have their own internal system, <a href=\"https:\/\/careers.southwestair.com\/benefits\"><span style=\"font-weight: 400;\">Kick Tails<\/span><\/a><span style=\"font-weight: 400;\">, that encourages employees to recognize when their coworkers do great work.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When your employees are happy, they\u2019ll create positive experiences for your customers.<\/span><\/p>\n<p><b>Main takeaway: <\/b><span style=\"font-weight: 400;\">Great customer experience starts with <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/effective-teamwork\/\">effective teamwork <\/a>internally. Maybe you can\u2019t propose a profit-sharing business model with your employees, but you can find unique ways to show your appreciation and motivate them to perform their best work.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the easiest ways to do this is by using tools and software that make your team\u2019s jobs easier. When your employees are equipped to meet customer needs and demands in an efficient way, they\u2019ll do so.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take <\/span><a href=\"https:\/\/www.ringcentral.com\/\"><span style=\"font-weight: 400;\">RingCentral<\/span><\/a><span style=\"font-weight: 400;\">, for example, which makes it easy for teammates to phone and video-call to get information about customers from each other quickly:<\/span><\/p>\n<figure id=\"attachment_1662\" aria-describedby=\"caption-attachment-1662\" style=\"width: 840px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.glip.com\"><img decoding=\"async\" class=\"wp-image-1662 size-large\" style=\"padding-bottom: 30px;\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image4-2-1024x601.png\" alt=\"RingCentral messaging app\" width=\"840\" height=\"493\" \/><\/a><figcaption id=\"caption-attachment-1662\" class=\"wp-caption-text\">RingCentral\u2019s Glip platform is designed for teams that need to communicate every day, especially if people are working out of different locations.<\/figcaption><\/figure>\n<\/li>\n<li>\n<h3 style=\"padding-top: 20px;\">Nordstrom<\/h3>\n<p><span style=\"font-weight: 400;\">By now you\u2019ve probably heard the story about <\/span><a href=\"https:\/\/www.startribune.com\/did-someone-really-return-a-set-of-tires-to-nordstrom\/330414071\/\"><span style=\"font-weight: 400;\">the man who returned tires to Nordstrom<\/span><\/a><span style=\"font-weight: 400;\">, even though Nordstrom doesn\u2019t even <\/span><i><span style=\"font-weight: 400;\">sell<\/span><\/i><span style=\"font-weight: 400;\"> tires. While it\u2019s still up in the air if the story is even true, it\u2019s legends like these that get shared time and time again, ultimately solidifying a brand as one of the greats in customer experience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nordstrom has developed a reputation for accepting any return. But this experience goes far beyond just giving unhappy customers their money back. The willingness to listen to the customer and provide a fair solution ensures both parties can walk away happy:<\/span><\/p>\n<figure id=\"attachment_1663\" aria-describedby=\"caption-attachment-1663\" style=\"width: 695px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-medium wp-image-1663\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image2-3.png\" alt=\"Returning in Nordstrom Stores US and Canada\" width=\"695\" height=\"224\" \/><figcaption id=\"caption-attachment-1663\" class=\"wp-caption-text\">Nordstrom\u2019s returns policy is just one reason their customers love them.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\"><br \/>\nIn Nordstrom\u2019s returns policy, they lay it out simply. Their ultimate objective is making their customers happy, treating them fairly and reasonably and expecting the same in return. Through prioritizing their customer\u2019s happiness, they\u2019ve become legendary. Customers are comfortable knowing Nordstrom will have their back if they\u2019re unhappy with a product or service.<\/span><\/p>\n<p><b>Main takeaway: <\/b><span style=\"font-weight: 400;\">Nordstrom is able to have such a flexible return policy because of their billions of dollars in revenue, but their approach to working with dissatisfied customers doesn\u2019t cost a dime.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When a customer is already unhappy with a product or service they\u2019ve purchased, it\u2019s easy to get defensive. But getting angry or upset with the customer won\u2019t make them change their mind\u2014and it definitely won\u2019t convince them to try your products or services again in the future.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You may not be able to offer refunds as generously as Nordstrom, but do your best to treat every customer fairly and reasonably. (This could be through the form of exchanges, future discounts, and other benefits that are slightly less costly for you.)<\/span><\/li>\n<\/ol>\n<h2 class=\"heading h2\"><a id=\"further\"><\/a><br \/>\nFurther reading:<\/h2>\n<p>Want to dive even deeper into the world of customer experience? Here are more must-reads:<\/p>\n<ol>\n<li><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-experience-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer experience statistics<\/a><\/li>\n<li><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-experience-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">CX analytics<\/a><\/li>\n<li><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/improve-customer-experiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">How to improve your customer experience<\/a><\/li>\n<li><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">Everything you need to know about CX surveys<\/a><\/li>\n<li><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-service-vs-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">A more in-depth look at the difference between &#8220;customer service&#8221; and &#8220;customer experience&#8221;<\/a><\/li>\n<li><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/the-top-6-ways-to-measure-your-customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">6 ways to measure your CX<\/a><\/li>\n<\/ol>\n<h2 style=\"padding-top: 20px;\"><strong>Ready to build a great customer experience?\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Here\u2019s the thing. You probably won\u2019t create a great customer experience in one go. In order to keep your customers happy, you need to provide an experience that impresses consistently (and you\u2019ll need to evolve over time too to stay ahead of competitors).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Begin your CX journey by getting to know your customers, the other brands they engage with, and the expectations they have. Look for opportunities to fill gaps where your competitors or even brands outside your industry might be missing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But remember, above all, focus on building connections through strong communication. When you focus on providing your audience with the assistance, advocacy, and respect they deserve\u2014in all situations\u2014they\u2019ll have a positive experience.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Just having a great product or service isn\u2019t enough to make a lasting impression with customers anymore. While it certainly doesn\u2019t hurt, customers are expecting something more. They\u2019re looking for experiences, not just items.\u00a0 In fact, 41% of customers have said they\u2019ve stopped using a product or service after having to repeat themselves over and &#8230;<\/p>\n","protected":false},"author":29,"featured_media":40698,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901],"tags":[743,402,15541],"class_list":["post-40691","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","tag-customer-experience","tag-customer-service","tag-cx"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer experience: the way to your customers&#039; hearts | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Just having a great product or service isn\u2019t enough to make a lasting impression with customers anymore. 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