Excellent User Experience – Key to Revenue Generation

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White Paper
Excellent User Experience Key to Revenue
Generation
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What is User Experience?
?Custower experience is a long lasting asset
garnered over various interactions and over time.
Each communication matters and loyalty is always
on litmus test. Usefulness, Ease of Use and
Enjoyability are three key factors that determine
customer experience.?

• What Do Customers Want?
• Easy access to service on their conditions
• Evidence that a business cares
• To be heard
• Do not want unpleasant surprises

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How to Deliver What Customers Want?
A few tips are available to deliver what
customers want! Simple yet effective! Usefulness
Usefulness is imperative. Your business can be
useful when it allows customers to get what they
want and delivers the purpose. Enhance
usefulness of a channel by adopting some or
all of strategies.
User-Friendliness Ease of use is a feel-good
aspect. If a business lacks in usability, users
may be forced to do self service but it does not
build loyalty. Therefore usability tends to be a
granted expectation and not a value-add.
Pleasurable It brings in the WOW factor. Users
must enjoy navigating the website. The website
should engage customers through presentation
and diverse content type, and simultaneously
influence user to buy. Web 2.0 has refined the
browsing experience of users. Smart search,
user-friendliness, customized service, and rich
interaction are the pleasure boosters.
All these tips would require high bandwidth and
organization should gear up to offer such speeds.
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Align Your Customer Service With Your Brand
The brand name of any business goes beyond its
name and logo. It can earn loyal customers and
acquire more customers. The ideal way to create
a strong brand message is to deliver quality
customer service. How to do so! First you must
place the core building blocks in place.
1. Create a Clear Brand Promise Setting of proper
expectations is one of the challenges for any
enterprise. You must take time off to clearly
mention what your brand is about. What you
are and areYt ready to do when it comes
to customer service? Evade all confusion,
educate your customers to help them set their
expectations for the kind of help and preference
they can get in case they have an issue.
2. Make it Mandatory to Follow Brand Promise All
the employees from top to bottom should know the
brand promise. Management level executive are
responsible for enforcing this. The process
should flow from top to bottom.
3. Chalk out your Values Small businesses may not
develop a mission statement but they can still
script into a few words what their vision is.
Write it down and use it as the cornerstone for
the brand promise you and your employees want to
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Align Your Customer Service With Your Brand
4. Define Flexible Customer Service Process Once
drafting your vision, take the time to map out
your customer service plan. Its time to explain
your employees the proper way of doing things and
also make them understand in some situations they
can be flexible. Help them learn value of
consistency but avoid delivering a robotic
response.
5. Measure Customer Service and Seek
Feedback Track your customer service to ensure it
support your brand image. The ideal way is
seeking feedback. This particularly applies to
small businesses, as your customers might
know you personally. Once feedback are
received and addressed, doYt hesitate to call
for follow up.
Happy employees tend to do better work and better
customer service. Unhappy staff members also tend
to leave a business fast, quashing any amount of
time and investment ?oue put into them. It is
ideal to follow up with support and feedback once
you have trained employees and given the tools to
offer best service. You deserve to be happy!
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Train Your Front Office Staff

• Your employees are the representative of your
  organization to your customers. They must be
  equipped with the tools and guidance required or
  else they will fail, and your business will churn
  customers.
• Set your staff for great service with these four
  steps
• Provide them easy access to information
  including all core business data, like status
  of an order, or the price and inventory records
  of a product.
• Let them know the answers to common questions.
• Let them know how to describe the
  features of the products/services they are
  selling. Let them also know how to explain
  the logic behind business policies.
• Just ensure they can fix issues right
  away. Most of incidents where employees went
  rude were witnessed because they were not aware
  how to respond to a reasonable customer request.

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Boost Employee Morale

• ?CoYteYted employees deliver improved
  customer service. Dissatisfied staff fails to
  put extra efforts to resolve customer complaint.
  Employees that are not happy tend to
  leave an organization fast, disregarding
  the degree of time and investment ?oue
  spent on them. Once employees have been trained
  and given the tools to offer great service,
  follow up with support and positive feedback.
  Its time to get happ?!?
• Organize frequent ?iÐtor? sessions.?
• Allow all to share their toughest customer
  service time and how they managed it.
• Each individual should get recognized for what
  they did inclusive of the ?lo? performers?
• This allows employees to solve customer issues on
  the spot.
• The meetings can encourage staff to work hard to
  achieve something encouraging for
• sharing at the ?iÐtor? session.?
• Everyone will get to know about new methods to
  tackle customer grievances.

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Manage Employees Prudently
Try to know from your employees their
greatest frustrations while offering customer
service
If you receive a customer complaint about
any employee, doYt immediately scold them
Act on at least one of the issues. It will have a
positive impact on boosting the morale of your
employees, as they will realize that there
is hope these things will change. They will
be encouraged to share again in the future,
before a problem develops.
First, ask them why they said and what they did.
Convince them about your believe on
them. Chances are they might be lacking some
tools or some other changes that will
give you the opportunity to change that.
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Track Customer Communications
After you have trained your staff about
delivering great service, you can inspect
if they understood it well. This can be done in
many ways. Personal Inspection In your store or
office, listen to your employee and customer
conversations. Be more attentive to how employees
reply to comments.
Ask for Feedback Try asking your customers,
looking them in the eyes, ?Ho? are we doiYg??
This is the best way to stay connected with
customer. Remove Barriers with Customers Ask
for feedback on things like email and invoices.
You will get a mix of compliments and
complaints, which will get opportunity to
celebrate great service, and correct issues
you ?ereYt aware of. P?oide CoYtaÐt Pe?soYs
Information Sharing your email and, if possible,
mobile number will send a message to customers
that you are here to help.
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Focus On Right Customer Metrics
CoYÐeYtratiYg to the follo?iYg YiYe aspeÐts ?ill
drastiÐall? shift ?our staff wewders wiYdset.
1. Empathy Did your employee use a tone and
expression while face-to-face conversation that
displays their genuine cared about the complaint?
2. Active Listening Did they exhibit they were
actively listening by paraphrasing back the
Ðustowers averments to cross check the
complaint was properly understood?
3. Knowledge Did they understand your dusiYesss
policies in regards to the incident?
4. Clear Understanding Did they understand why
your business policies are in the Ðustowers
interest?
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Focus On Right Customer Metrics
5. Empowerment Did the employee know how to use
empowerment and flexibility to satisfy the
customer?
6. Preventative Measures Did the employee help
the customer avoid a future problem by
anticipating what they might need going forward?
7. Emotional Connection Is your employee able to
develop an emotional bonding with the customer?
8. Prevention Can your employee prevent any
customer issue in the first place?
9. Customer Rating From the Ðustowers poiYt of
ie?, ho? ?our ewplo?ee ?ould rate the oerall
ÐoYersatioY?
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Consider Customers as Media REPS

• ?The most inexpensive and effective way to
  customer acquisition is word of mouth referrals
  from other satisfied customers. You can
  handle word of mouth by offering a great
  experience every time a customer approaches
  you. You can measure word of mouth with right
  training and common sense.?
• Ask below four questions to yourself and your
  managers and ensure the answers are shared with
  all frontline staff
• How many new customers come from personal
  referrals?
• What should we do to offer memorable and happy
  service transactions to customers?
• How should we spend to acquire new customer? It
  may include money spent on marketing,
  advertising, or other sales initiatives.
• How much would it cost to make all service
  transactions happily memorable for customers?
• The answers to the questions would surely
  surprise you how important is word-of-mouth
  referrals as this is the most effective way
  of customer acquisition. The consistent
  growth of a small business eventually comes
  down to making a profit. Considering a small
  segment of people who spend based only on
  discounts, the ideal way to earn the right to
  charge a premium price at your business is to
  deliver excellent service.
• It has been observed, sensitivity to price
  doubles when a consumer complaint and it again
  multiplies if they experience yet another
  issue. But if you provide excellent service
  it justifies expense, as they consider what
  the?re paying for is worth it. It can earn you a
  lifetime customer.

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Things to Remember

• A strong brand image attracts loyal customers.
• Employees should be empowered to offering great
  services.
• Contented employee covers extra mile for keeping
  customers happy.
• ?IYspeÐt ?hat ?ou e?peÐt? aYd traÐk Ðustower
  ÐoYersatioYs.
• Define ways to offer preventative service by
  monitoring customer metrics.
• Happy customer referrals are most effective and
  inexpensive way to get new business.

?Its fie tiwes Ðostly to aÐ?ui?e a Ye? Ðustowe?
as to ?etaiY aY old oYe. IYest iY you? old
Ðustowe?s dy offe?iYg g?eat se?iÐe!?
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