Guest blog post by Daniel O’Callaghan from Telax.
It goes without saying customer experience (CX for short) should be a high priority for companies of all kinds. If a firm isn’t delivering a satisfying customer experience, then it can’t hold on to its existing customers, and that dramatically limits long-term success. Which makes everything and anything a company does to deliver a superior CX (people, process, software, networks) a high priority.
While these general CX concepts are widely understood and accepted, many business decision-makers don’t appreciate how valuable a great CX truly is. The reality is, a superior customer experience won’t just keep consumers around longer. It also ensures they’ll be willing to pay a premium for your products and services.
Once a company embraces this notion, its potential for success expands significantly.
Paying for quality
An Oracle study a few years ago found 81% of shoppers are willing to pay more in order to receive better customer service. Almost half said they’d pay a premium of 5%+ for a superior CX.
It’s obvious why consumers prefer a good customer experience, but less apparent why they’re willing to spend more in cases when products and services in question are unchanged.
Win The Customer contributor and CEO of Lesson.ly Max Yoder recently analyzed the value provided by product experts. For a consumer who’s not perfectly aware of what they need, a product expert delivers serious value. They ensure the customer obtains the right product or service, and make the experience smoother, less stressful, and generally more enjoyable.
According to Yoder, this concept holds true for a wide range of products, but it’s particularly relevant for more complex offerings like computers. It’s difficult for even a well-informed customer to feel fully confident knowing what they’re looking for with this sort of product, and equally hard determining if a given model meets the requirements. A company that helps allay these concerns by providing guidance – Apple is a leader in this capacity – leaves customers more satisfied, even while charging more than its competitors.
Apple even goes so far as to call its product experts “Geniuses,” Yoder notes. The company not only benefits from this approach in terms of profit margins, but also by gaining a reputation that keeps customers loyal and draws the attention of new consumers who are eager for this level of service.
Improving the experience
With this in mind, the natural question for company decision-makers to ask themselves is how they can take advantage of this state of affairs themselves.
For starters, leaders need to determine what kind of expertise and guidance their customers are looking for. Only with this insight in hand can a company begin to train its employees – sales teams, contact center workers and beyond – to deliver a superior CX. Once the company has added this level of expertise and improved its service, it can begin to reap the benefits of creating happier customers. And when you do that, there’s no limit to where you can go from there.
Photo Credit: loyalis.com
How are Organizations Embracing the Cloud in their Contact Center?
Hosted and cloud options for the contact center deliver a powerful range of services that alleviate operations and organizational challenges.
Telax works closely with EarthLink’s Voice and Unified Communications group to gather client requirements and develop custom contact center solutions that are fully aligned with customer business needs. Together, we work to leverage Telax’s cloud-based call center technology, in combination with EarthLink’s high performance network services, to create an industry leading cloud contact center solution with a single point of contact that is customizable, easy-to-use and provides businesses all the tools they need to offer a world class customer experience.