Product teams can drive an outstanding customer experience strategy in many different ways. Customer experience is no longer just about delighting customers with your product or service. It also means that you have to meet their needs and go above and beyond what they expect from you by creating an excellent customer journey.
In this blog post, we will show how product teams can drive an outstanding customer experience strategy.
What Is Customer Experience (CX)?
Customer experience is all about creating a meaningful and lasting relationship with your customers. It’s not just about delivering a good product or service, it’s about making sure that the entire customer journey is smooth and positive.
From the moment they first hear about your company to the final purchase or interaction, you need to make sure that every step of the way is positive and satisfying.
The customer experience (CX) is different from customer satisfaction (CSAT). Satisfaction measures how well your customers feel you performed, but experience takes it a step further.
It looks at all aspects of the relationship with your company to determine how much value they received and whether or not that was worth their money.
What is the Importance of Customer Experience?
Customer experiences are incredibly important for many reasons:
Firstly, unhappy customers will tell others about their bad experiences.
Secondly, satisfied customers might think nothing of recommending your product if asked – which is great news. But happy-but-unremarked upon users may mean there’s room for improvement in terms of getting more people talking about what makes them so content.
Thirdly, it’s been proven that a great customer experience strategy can lead to increased sales, more customers, and even reduced churn rates.
There are many different ways in which product teams can drive an outstanding customer experience strategy. Let’s take a look at some of the most important ones.
How Product Teams Can Drive an Outstanding Customer Experience Strategy in Many Different Ways:
Creating A Great User Interface And Experience:
The user interface (UI) is the first thing that your customers will interact with when they come into contact with your product or service. It’s therefore essential that it be slick, easy to use, and visually appealing. If it’s not – or if it doesn’t meet the needs of your users – then you can wave goodbye to those potential customers.
Designing an amazing UI is a challenge, but it’s one that many product managers are capable of taking on. And if they can do this successfully, then you have the foundation for a truly great customer experience in place.
Understanding Your Customers and Their Needs
For most people who work within Customer Success or Subscription Sales teams, understanding their customers’ needs comes naturally to them – by virtue of the fact that they often spend time with these people communicating face-to-face every day.
However, when talking about Product Managers here we want to stress how important this point is:
In order to create an outstanding CX strategy your team really must understand what makes your users tick. And understanding means more than just being able to communicate with them in a meaningful way.
Understanding Customer Journey:
Analyzing customers’ journeys and providing a seamless experience is very important. This means that the product team should pay attention to every aspect of their service and ensure it works well for customers: from signup, through onboarding and regular usage all the way to renewal and customer success management.
For example, if you use an app or platform which enables users to upload images (such as Instagram) then when they go on holiday in the future, do they feel confident enough with its interface navigation so that even if your company suddenly changes everything around them.
Such as removing some features due to business reasons- would they still be able to continue using it without any problems?
Or maybe we can take another example like Dropbox where most people would expect not only storage space but also additional services like being able to share files with other people or even remotely accessing them without any issues.
Enhance the number of conversations between departments:
One way to make sure that the customer experience is always up to par would be for companies to start enhancing the number of conversations between departments.
You need to have everyone from customer service representatives and developers all talking with one another and getting on the same page. This will help avoid any kind of disconnects that can ruin the entire customer experience.
For example, if a customer service representative is not aware of some changes that are being made to the product, they might give out wrong information. Or provide an inferior level of support which could lead to customers becoming disgruntled.
On the other hand, if developers are unaware of how users are interacting with the product and what their pain points might be, then they might not build features that people actually want or need. Having a customer experience strategy in place will ensure that all teams within the company are working together to create a cohesive and positive experience for customers.
Multidisciplinary interactions should be viewed as partnerships rather than inputs:
This will help to foster an environment where teams are willing to share information and collaborate more effectively.
Product managers should make it a priority to create open lines of communication between different departments within the company, as this is critical for developing an outstanding customer experience strategy.
This means that all product-related questions need to be answered by someone who knows what they’re talking about so that customers aren’t misinformed or left hanging on support forums.
It also entails understanding what feedback from users has been received internally:
Which features have been well-received?
Which ones haven’t?
What do people want added/removed/changed in future updates?
The entire process largely depends upon being clear on how each department operates whether these are marketing stakeholders, customer service, or developers.
A product team is only as good as the customer experience it provides and, more often than not, this boils down to the little things. A great strategy encompasses every interaction a customer has with a brand – from the initial discovery phase through to making a purchase and then becoming a long-term advocate.
It’s important that all teams within an organization are on board and understand their role in delivering an exceptional experience. This is critical for developing an outstanding customer experience strategy.
This means that all product-related questions need to be answered by someone who knows what they’re talking about. So that customers aren’t misinformed or left hanging on support forums.
Listening to feedback:
Listening to user feedback is one of the most important things that a product team can do in order to create a great customer experience.
By understanding what users like and don’t like about your product, you can make changes that will improve the overall experience. You can gather feedback through surveys, interviews, focus groups, and other research methods.
You must be able to analyze the feedback that you have received in order for it to make any difference. By breaking down each response into common themes, you can see what is resonating with users and which areas need improvement. This allows your team to act on constructive criticism by making changes where necessary.
These are profiles of fictional people that represent real behaviors and goals, which help your team build empathy with the user they’re building for. Personas should be based on primary research data (if possible) but can also come from secondary sources.
As in your sales or support teams’ interactions with customers to give you a picture of what is important to users, who use your product in their day-to-day lives. So that everyone’s thinking about them when decisions need making.
User persona example:
Imagine you’re building a new feature for your product. Before making any decisions, you need to ask yourself:
Who is this for?
What are their goals?
How will they use it?
And most importantly, what value does it add to their experience of using your product?
If the answer is “I don’t know”, then it’s back to the drawing board.
User flows/user journeys:
This helps map out how users navigate through different parts of an app or website/product page by creating wireframes that show where clicks happen and any drop-offs along.
That is, where users might be leaving your product. It’s a great way to validate that you’re meeting users’ needs and can help uncover any opportunities for improvement or new features, too.
User flows also aim at testing your hypothesis about how a user interacts with the product and what their motivations are.
In a nutshell, Customer experience is becoming increasingly important for businesses of all sizes, as consumers become more discerning and are less likely to tolerate poor experiences. By focusing on delivering great customer experiences, product teams can play a key role in helping their companies stand out from the competition and succeed in today’s marketplace.
The customer experience is the sum of interactions a customer has with your brand and company, from initial contact to final interaction and post-purchase support. Product teams can play a critical role in driving an outstanding customer experience strategy by focusing on creating delightful, seamless, and personalized experiences for customers.
The strategies and tactics that product teams use to achieve this goal will vary depending on the company, its products and services, and the customer base. The above-mentioned key strategies and tactics that product teams can use to create a personalized experience for customers.