{"id":48619,"date":"2021-02-03T20:32:09","date_gmt":"2021-02-04T04:32:09","guid":{"rendered":"\/us\/en\/blog\/?p=48619"},"modified":"2022-12-30T08:04:21","modified_gmt":"2022-12-30T16:04:21","slug":"how-to-deliver-customer-experiences-that-dont-just-delight-but-drive-revenue","status":"publish","type":"post","link":"\/us\/en\/blog\/how-to-deliver-customer-experiences-that-dont-just-delight-but-drive-revenue\/","title":{"rendered":"How to deliver customer experiences that don\u2019t just delight but drive revenue"},"content":{"rendered":"<p><b>Highlights:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer-facing staff play a key role in attracting new customers.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Analyze customer behaviour and feedback for trends that help reduce customer effort and lower cost to serve.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Organizational silos are the biggest threat to delivering great customer experiences.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Proactively identifying and engaging with detractors is a great way to combat churn.<\/span><\/li>\n<\/ul>\n<hr \/>\n<p><span style=\"font-weight: 400;\">There\u2019s a problem with customer experience. It\u2019s very hard to attribute revenue to it.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, the <\/span><a href=\"https:\/\/www.cxnetwork.com\/cx-experience\/reports\/customer-experience-2019\"><span style=\"font-weight: 400;\">Global State of Customer Experience (CX) 2019<\/span><\/a><span style=\"font-weight: 400;\"> report\u2014which surveyed 220 industry practitioners\u2014revealed that demonstrating return on investment (ROI) is the biggest threat to CX investments.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s because there\u2019s no industry-wide standard approach to calculating customer experience ROI. Moreover, if you can\u2019t quantify the impact of CX on your bottom line, it becomes harder to gain C-level buy-in and build momentum (company-wide commitment) around what you\u2019re doing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This leads to one question &#8211; how do you ensure your customer experience program is aligned to revenue?\u00a0<\/span><\/p>\n<h2 class=\"heading h2\"><b>1. Delight customers at every opportunity<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">For any customer experience program to be successful, your company needs to stand out from its competitors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And one of the most effective ways to make that happen is to constantly aim to delight (not just satisfy) customers. It\u2019s about going the few extra miles and making them feel special.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is where your <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/consumer-services-professional\/\"><span style=\"font-weight: 400;\">customer-facing staff play a key role<\/span><\/a><span style=\"font-weight: 400;\">. They need the tools, strategies, and training to help them exceed customer expectations. It\u2019s not about providing \u2018great\u2019 customer service but creating the kind of experience that your customers can\u2019t find with your competitors.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-48620 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/07\/RingCentral-10-soft-skills-1024x602.png\" alt=\"Top 10 soft skills for customer service jobs\" width=\"1024\" height=\"602\" \/><\/p>\n<p><span style=\"font-weight: 400;\">And when you consistently create these special experiences for customers, they start talking about you\u2014on social media, community forums, review sites, amongst their friends and family, and the like. In fact, it helps to know that customers today are <\/span><a href=\"https:\/\/www.forbes.com\/sites\/dangingiss\/2019\/02\/19\/3-key-takeaways-from-the-2018-customer-experience-index\/?sh=779acea5acb7\"><span style=\"font-weight: 400;\">more likely to talk about positive experiences <\/span><\/a><span style=\"font-weight: 400;\">than about negative ones.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now how does all this drive ROI, you may ask?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">More customers talking about you positively = More people on the internet finding your brand = More prospective customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you hear the amazing customer support stories coming out of brands like Zappos and Southwest Airlines, don\u2019t you feel like trying these brands out? Don\u2019t you get the impression that you\u2019d be in safe hands?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep in mind: customers trust word-of-mouth recommendations and reviews that a brand receives above all other forms of advertising.<\/span><\/p>\n<h2 class=\"heading h2\"><b>2. Leverage insights to address larger customer trends<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">What\u2019s even better than successful one-off interactions is providing consistent and seamless multi-touchpoint experiences for customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To do this, you need to carefully track every aspect of the customer\u2019s journey and be on the lookout for insights that can transform customer behaviour, and in turn drive revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This could involve making improvements that help reduce customer effort, improve efficiency of employees, or lower cost to serve customers, amongst other things.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-48621 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/07\/Why-leverage-customer-insights.png\" alt=\" importance of leveraging customer insights \" width=\"798\" height=\"478\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s an example for you. If 30% of all customer complaints you\u2019ve received over the last quarter have been around a specific feature, it\u2019s important that you address the root cause and devise a permanent fix. One of the things you could do is loop in the product team, route all the customer feedback to them, and have them roll out an update.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Identifying such important trends can also reduce the cost of serving customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s say you find out that 20% of all customer queries your support team handles have to do with your refund policy. What if you could simply build a comprehensive FAQ page around your refund policy and share that with your customers? Doing so would drastically reduce the load on your support team and free up a lot of their time\u2014which they can invest in more productive work.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Doing customer experience right means analyzing internal processes, streamlining them, and making them more efficient. You\u2019re on top of customer expectations, which allows you to craft products and services they genuinely like. All of these practices collectively impact revenue.<\/span><\/p>\n<h2 class=\"heading h2\"><b>3. Focus on customer retention\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Tracking retention is key to measuring the effectiveness of your customer experience initiatives. And this is something more and more companies have started to realize.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to a study by <\/span><a href=\"https:\/\/www.intercom.com\/blog\/customer-service-trends\/\"><span style=\"font-weight: 400;\">Intercom<\/span><\/a><span style=\"font-weight: 400;\">, nearly 30% of support leaders plan to measure their team\u2019s impact on customer retention.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-48622 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/07\/RingCentral-customer-retention-1024x602.png\" alt=\"Support leaders planning to focus on customer retention\" width=\"1024\" height=\"602\" \/><\/p>\n<p><span style=\"font-weight: 400;\">That brings us to the question &#8211; what are some of the key metrics that help you track customer retention?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few to get started with:\u00a0<\/span><\/p>\n<p><b>Repurchase Ratio<\/b><span style=\"font-weight: 400;\"> is the ratio of customers who purchase multiple times from your company over a given time period vs first time purchasers. Repeat shoppers are not only more loyal, they tend to spend more money with your brand.\u00a0<\/span><\/p>\n<p><b>Upsell\/Cross-sell ratio<\/b><span style=\"font-weight: 400;\"> is the ratio of customers who have purchased more than one type of product vs those who have purchased only one kind of product. Upselling, in fact, is one of the surefire ways to drive revenue considering how it\u2019s relatively<\/span><a href=\"https:\/\/blog.hubspot.com\/service\/cross-selling\"><span style=\"font-weight: 400;\"> easier to sell to existing customers<\/span><\/a><span style=\"font-weight: 400;\"> than new ones.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you track these metrics on a regular basis, it gives you the opportunity to hyper-personalize customer experiences. Not only does it help you find out who your loyal customers are, but also identify detractors (unhappy customers who are most likely to switch to competitors) and reach out to them accordingly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For detractors, you could start by understanding what went wrong and see how you can fix their issues. When you do this proactively, there\u2019s a good chance these customers will stay and <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-relations\/\"><span style=\"font-weight: 400;\">won\u2019t contribute to churn<\/span><\/a><span style=\"font-weight: 400;\"> (which in turn, negatively impacts revenue).<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-48623\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/07\/RingCentral-causes-of-customer-churn-1024x602.png\" alt=\"Reasons for customer churn\" width=\"1024\" height=\"602\" \/><span style=\"font-weight: 400;\">For promoters, you could sync with marketing and run tailor-made campaigns catering to their specific needs to keep them engaged and further identify upsell\/cross-sell opportunities.<\/span><\/p>\n<h2 class=\"heading h2\"><b>4. Get everyone on board<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The biggest reason most CX programs are ineffective is because of a lack of organization-wide commitment to the cause. That happens when you have internal silos. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A <\/span><a href=\"https:\/\/www2.deloitte.com\/si\/en\/pages\/strategy-operations\/articles\/changing-consumer-digital-marketing-impact-Covid-19.html\"><span style=\"font-weight: 400;\">study by Delloite<\/span><\/a><span style=\"font-weight: 400;\"> found that 58% of consumers feel like they\u2019re communicating with separate departments and not one company. On top of that, when it comes to service issues specifically, 70% of customers expect all reps to have the same information about them, however 64% say that they have to re-explain issues.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-48624\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/07\/How-Silos-Are-Damaging-CX.png\" alt=\"How silos are damaging customer experience\" width=\"747\" height=\"431\" \/><\/p>\n<p><span style=\"font-weight: 400;\">But, how does this impact the ROI of your CX initiative?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well, if there\u2019s no easy way to collaborate and share customer data between functions, it\u2019s most likely that non-customer facing teams are kept in the dark about customer expectations.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So then, how can developers build products\/services that are in sync with what customers want? How can marketers write copy without knowing how customer pain points are evolving? How can product managers strategize roadmaps if they don\u2019t have easy access to customer feedback?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A bigger downside of working in silos is that it makes customer support extremely slow. Here\u2019s how:\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We know that most customer queries can be tied to teams\/functions that are NOT customer support. For example, a customer could be facing a severe product malfunction where your support team would have to quickly loop in a technical person. Another customer could have a question around your latest sale where the support staff might have to talk to someone from marketing before responding.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How do you make these internal communication lines work efficiently (with minimal back and forth) when teams are cut off from each other? Addressing this challenge is extremely important when you consider the fact that 66% of customers think a company\u2019s customer service <\/span><span style=\"font-weight: 400;\">reputation is a critical factor &#8211; according to <\/span><a href=\"https:\/\/hiverhq.com\/customer-support-survey-report-2020\"><span style=\"font-weight: 400;\">Hiver\u2019s research<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; while making a purchase decision.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nate Brown, Chief Experience Officer at CX resource company Officium Labs, highlights something known as \u2018CX Change Coalition\u2019 as a means to garner company-wide support towards the goal of delivering great customer experiences. He says:<\/span><\/p>\n<blockquote class=\"quote\"><p><span style=\"font-weight: 400;\">\u201cThe answer lies in the form of a strong \u2018CX Change Coalition\u2019. By uniting established leaders from each group into a change coalition, the \u201cus versus them\u201d mentality is eliminated. It becomes possible to view the organization from the lens of the customer and make far better decisions collaboratively.\u201d<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">To break down silos, the key lies in investing in tools and strategies that aid collaboration. To start with, ensure your tech stack (that includes your customer support solution, <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/communication-tools\/\"><span style=\"font-weight: 400;\">team communication software<\/span><\/a><span style=\"font-weight: 400;\">, and CRM, amongst others) makes data easily accessible for various teams.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Have your non-customer-facing teams listen to customer calls. Have regular company-wide huddles where customer-facing teams share important insights into customer behaviour. Doing this will help everyone in your company understand how their everyday work fits into the bigger picture, and how they can move the scale when it comes to delivering experiences that <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/happy-customer\/\"><span style=\"font-weight: 400;\">drive loyalty<\/span><\/a><span style=\"font-weight: 400;\"> and ROI.<\/span><\/p>\n<h2 class=\"heading h2\"><b>Conclusion<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Delighting customers is the end goal of any customer experience initiative. But, you can\u2019t generate momentum around your program if you don\u2019t show tangible returns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whenever you\u2019re doing something related to CX, always ask yourself this: what impact does this have on your customer? More importantly, what impact does it have on your company?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Highlights: Customer-facing staff play a key role in attracting new customers. Analyze customer behaviour and feedback for trends that help reduce customer effort and lower cost to serve. Organizational silos are the biggest threat to delivering great customer experiences. Proactively identifying and engaging with detractors is a great way to combat churn. There\u2019s a problem &#8230;<\/p>\n","protected":false},"author":29,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-48619","post","type-post","status-publish","format-standard","hentry","category-customer-experience"],"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>How to deliver customer experiences that don\u2019t just delight but drive revenue | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Highlights: Customer-facing staff play a key role in attracting new customers. 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