Kudos to American Airlines for delivering a small, but very meaningful American Advantage upgrade — a great customer experience (CX). CX best practices like this aid in customer retention.
Recently, I’ve had the opportunity to take a number of flights to user conferences that I write about. I always request American, because it’s the primary airline at my airport and I have a lifetime membership in its Admiral’s Club, based on my travel a couple of lifetimes ago.
After months of boarding with Group Six or Seven and playing roulette with whether or not I’d be able to get my carry-on in an overhead bin, I just got bumped to the gold level. That lets me board with Group Four — assuring me I will not have to check my carry-on. Little things mean a lot.
American never asked me about how important this is to me, but it’s huge — to me. Every customer will want something different with regard to a great CX. For customer retention, it’s important to “listen intensely” to learn how you can deliver a better CX.
Here are six CX best practices that come to mind for B2C and B2B organizations:
Document Your CX Best Practices
What are you doing for different customers, different personas? How are customers responding when you go above and beyond? Are you getting the customer feedback you expect?
Start With Your CRM Database
Start with your CRM database, your master data management practices and your business process management. A great CRM is necessary for a great CX. Your customer-facing employees need to know what has taken place with this customer previously, so they can provide more personalized service.
By the way, poor CRM data quality, poor master data management and documentation of business process are consistent pain points for companies attempting to make the digital transformation that will be necessary to provide a great CX.
Emotionally Connect With Your Customers
Understand what it takes to make an emotional connection with your customers — empathy. How do you get it? By having a conversation with your customers and learning what you and your competition are doing to help make your customers’ lives simpler and easier and what else you could be doing. Management hasn’t spoken with customers? Make sure your customer-facing employees are involved in this discussion.
Create a Customer-Centric Culture
David Ogilvy used to put an empty chair in the meeting, so participants would think about how receptive the customer would be to what was being discussed. In order for this to work, there needs to be a sufficiently diverse group of people creating the culture to accurately represent the customer’s point of view.
Engage Customers Via Social Media
Listen to them, respond to them, let them know you care about what they have to say by listening and responding in a timely manner. The faster you respond, the more your customers know you care about what they have to say. After eating 3,200 burrito bowls, Chipotle responds to my tweets in less than 30 minutes — I know they’re listening and appreciate me.
Check in After You’ve Made the Sale
Did the product or service your customers spent money on solve their problem or meet their expectations? If you don’t get a response, you have an engagement issue — especially if you’re a software-as-a-service provider. Learn what’s good and what you can do to improve. CX is a never-ending process.
What other CX best practices are you following or seeing others implement?