How You Can Improve Customer Experience

A successful business doesn’t only rely on the quality of the products or services you’re offering. It also depends on the level of customer satisfaction. According to a study, 1 out of 3 customers will leave a brand they love right after having one bad experience. After all, no one wants to patronize a company that doesn’t value their customers. Providing excellent customer service and improving overall customer experience will inspire them to keep coming back.  

It’s easy to get customer experience and customer service confused because they have similar aspects. Here’s an example to illustrate their differences: A customer orders clothing online and wants to have it exchanged as they received a defective item. They contact the store and a customer support representative tells them that they could arrange a replacement for their order in a warm and friendly tone. This is excellent customer service. When the customer has received the item replacement, they see that the store included a gift card for the inconvenience. That’s outstanding customer experience.

  • Gain more customers – When your customers are happy about your service, they’re more likely to recommend your brand to their family and friends. 
  • Increase sales – Customers patronize brands that understand their journey. When you create a rewarding experience for your customers, you’ll increase your sales, which will result in more capital that could help expand your business.  
  • Create a better work environment – Happy customers also lead to happy employees as they won’t have to bear the brunt of your customers’ dissatisfaction, resulting in a more enjoyable work environment.  

Great customer experience doesn’t come easy or cheap. It requires continuous effort and investment. Here are some ways to improve customer experience in your business:  

What is CRM? Customer Relationship Management or CRM is a software that helps business study customer interaction and use the data gathered to provide a better customer experience.

CRM works by pulling your customer’s information from social media, your website, emails, voice calls, or any other platform where your customer interacts with you. The CRM system will analyze your customer’s behaviors and help you identify areas where your service is lacking. The system will help you determine, for instance, why there are a ton of abandoned carts. It could be because your shipping fee is too high, you can’t deliver to their location, your checkout page isn’t working well, there are too many steps upon checkout, or you have limited payment methods. The software allows you to pinpoint problems areas, so you can come up with ways to improve and increase conversions.

  Besides analyzing your customers’ behaviors, a CRM software is also an excellent tool for interacting with your customers efficiently and effectively. You can easily integrate it with your marketing campaigns. A CRM will help you personalize your marketing methods according to your customer’s preferences. For example, if the customer is always scrolling through your page that offers shoes and you have a great shoe sale, you can send them coupon codes so they could proceed with their purchase.  

A CRM system also allows collaboration among team members to ensure the smooth and seamless delivery of service to your customers.  

Invest time and resources into training your customer service representatives. Your customer support team should serve as another engine for growth and competitive advantage. Make sure that your reps understand the importance of solving the needs of the customers, and not their own. Essentially, they must always show empathy to your customers and put their satisfaction first

Create a system where, as much as possible, customer support tickets are handled as soon as they come in. If their issues are impossible to resolve within just a single day or conversation, you could transfer their cases to another team and have them resolve the issue. Make sure that you also provide your customers with details about when they can expect a response from your company and a reference number that they can use for follow-ups.

  Along with this, provide multiple channels where your customers can reach you. Make sure they can contact you via email, chat, phone, or social media. Give your customer different options, so they can contact you where they find it most convenient.  

   3. Create Self-Service Options 

Most of the time, customers don’t want to talk to customer support because they usually encounter slow and unhelpful responses from these people. To address this, consider adding a feature on your website which allows customers to be pro-active and resolve issues on their own such as changing their home address or contact number or initiating a cancellation or refund of orders. The self-service feature will allow your customers to feel that they don’t have to rely on your customer support team to resolve their issues.  

   4. Know the Ideal Customer Experience 

Treat yourself as a customer and identify how you want your company to handle a specific issue. Getting empathy from customer support reps probably won’t be enough for most, especially if your problems haven’t been resolved at all. As much as possible, provide your customers with an outcome that will be beneficial for them. In worst cases, if you can’t offer what they’re asking for, provide them with complimentary vouchers as a way to make up for the inconvenience.  

However, you shouldn’t be giving away vouchers every time someone complains. You have to assess first if the customer’s request is valid or just looking for ways to acquire additional discounts from you.  

   5. Reward Engagement  

Increased customer engagement is definitely a good thing for your company. Customers that frequently interact with your brand on your social media pages or website are more likely to repurchase and recommend your products to other people. To promote customer engagement, give your customers a reason to interact more with your company.

You could provide them badges such as ‘top reviewer’ and ‘top buyer’ on their accounts. Providing badges will not only help new customers, it will also make your customers feel good about their progress and contribution to your company. Besides giving badges, you could also provide incentives such as guides, discounts, or a small freebie on their next purchase. That’ll help motivate them to spread the word about your brand. 

   6. Include Customers in Your Success 

You should include your customers with your success. Besides rewarding your engaging customers, you can include them in your anniversary celebrations or give your subscribers early access to newly launched products. Having early access will help your customers feel important and valued.  

Along with this, you can also provide your high-spending loyal customers with discounts that they can use with their next purchase. This will encourage them to keep on purchasing from your company. 

   7. Provide Customer Service 24/7 

When your customers come across an issue, it doesn’t always happen during business hours. In many cases, these issues happen after work hours as that is when they find time to open their package and check the products. 

When they encounter an issue, it’s not a good idea to make them wait for the next business day before they can file a complaint. This is very inconvenient, especially when your customers need to work during business hours and can only communicate outside work during their break time.  

By providing customer service 24/7, you’re ensuring that your customers are able to contact you any time of the day that’s most convenient for them. Providing 24/7 customer support is also a great idea, especially if you have an international market.  

   8. Empower Your Team  

You want your employees to provide the best service to your customers. However, this is only possible if your employees are also happy to be a part of your company.  

Before you take care of your customers, you should take care of your employees as well. Treat them with the right amount of respect and make them feel like their contributions to the company are appreciated. When your employees enjoy being on your team, they’ll also enjoy working and providing top-notch service to your customers.  

The best way to improve customer experience is to get feedback from real customers. While analytics are definitely helpful in seeing the bigger picture, you should also acquire qualitative input, as their site behavior might not be the same as how they actually want things to work.  

Add a customer feedback form on your contact page, at the end of every live chat session, and your email thread’s resolution. Providing a feedback page will allow your customers to share their experience with your service, and help you identify which areas could use some improvement. 


Running a business doesn’t only mean that you have to focus on your product quality, you also need to focus on your customer experience. When your customers are happy and satisfied with your service, they’re more likely to make repeat purchases and recommend your business to other people. Ensure that their every interaction with your brand is seamless, easy, and pleasant.

TBN Editor

Time Business News Editor Team