How customer experience translates to business success

Keeping workers happy and engaged is a no-brainer for boosting efficiency. However, customer satisfaction can be a key driver, too, and should be promoted equally.

Some even label customer experience as the key to business success. Getting this process right is crucial, especially considering just how many people communicate with businesses regularly. In fact, 48 per cent of consumers interact with customer service teams at least once a month and 29 per cent at least once a week, according to a Genesys study.

Furthermore, 69 per cent of Aussies agree that a company is only as good as its customer service, placing a huge importance on delivering a great experience.

“Customer service is the key to the customer experience. A great customer experience is long remembered after the price of any item is forgotten; great customer service/experience is great brand retention and reputation,” commented Brooks Australia chief executive Cathy Brand.

So how can employers improve this vital function? Genesys’ study revealed that 84 per cent of respondents want someone to listen to them, 82 per cent want their needs understood, and 81 per cent want to be provided consistent answers.

Empathy is the key, with it being voted as the top consideration for consumers. Fifty-eight per cent of respondents agreed they’d choose an empathetic experience over a speedy resolution.

Ms Brand continued: “Listen to hear, not to react. Don’t be rote; be clear with responses and be honest. The customers are not always right, but the customer has a right to be heard.”

“Most of us, when we think of our good customer experiences, say it was the attention to detail, and to me, it was personal, that made a difference. Good honest help/answers that are fast and clear because no one likes ‘I don’t know.’”

The importance of effective customer service has only climbed in recent years. According to ServiceNow, Australian consumers spent 96.5 million hours contacting customer service to resolve issues in 2022, 7 million more hours than in 2021.

Meanwhile, 72 per cent of Aussies said that companies aren’t placing a high enough importance on customer service. This disconnect can damage reputations, and organisations that want to remain in a positive light should place a bigger emphasis on providing a solid customer experience.

So, how can employers improve their customer experience? Business Queensland offered some tips to help companies boost their service:

• Understand what your customers consider to be good customer service.
• Take the time to find out customers’ expectations.
• Follow up on both positive and negative feedback you receive.
• Monitor social media platforms for positive and negative comments.
• Ensure that you consider customer service in all aspects of your business.
• Continuously look for ways to improve the level of customer service you deliver.

Jack Campbell

Jack is the editor at HR Leader.