Enterprise customer experience is not just another buzzword. It represents a crucial customer journey for enterprises, now more than ever. As customers are moving towards self-service solutions and personalization, businesses need to empower their customer service with better tools, services, and processes to ensure customer care is at the top of their priority list.
What is Enterprise Customer Experience?
The enterprise customer experience (ECX) is a methodology for streamlining a customer’s experience with a SaaS or enterprise software product. Typically, enterprise software is used in B2B environments where multiple decision-makers have a hand in choosing and using it. Still, the ultimate client (who pays for the service) is the enterprise with no idea what to do with it. So ECX has significant crossover similarity to B2C but comes with its own set of challenges and priorities.
How can you ensure a positive enterprise customer experience that enhances productivity and innovation?
Customer experience is the most important facet of any business. Whether you are a startup or a large corporation, you want to ensure that your customers have a positive experience with your products and services.
To meet their needs, you must learn as much as you can about them. You want to use social media analytics to gather information on what they want and how they want it. Try to connect directly with them via social media platforms, surveys, blogs, and more to find out what they need.
Your customer experience needs to be more than just an afterthought. It should be a key component of your strategy for success. Read on to learn how to build a strong enterprise customer experience!
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Tips for Improving Enterprise Customer Experience
The customer experience is one of the most valuable assets in any company. Research shows that customers with positive experiences are more likely to buy more, refer their friends, and be loyal. Yet, despite this clear value, many companies fail to prioritize Enterprise CX initiatives and measure their effectiveness.
The good news is there are plenty of ways for companies to improve their ECX efforts. Here are ten tips for improving enterprise customer experience:
1. Invest in Customer-Centric Technologies
Your organization must have the right tools to succeed in today’s competitive environment. If you are not using a customer experience management (CEM) platform, you are missing out on a wealth of information and opportunities to improve your customer experience. With a CEM system in place, you can track every customer interaction — from call center conversations to social media comments — and analyze what they mean for your business.
2. Use Employee Feedback to Drive Improvements
Employee feedback is essential to improving the customer experience. It can help you identify pain points that need addressing and areas where employees are doing an exceptional job. Use this information to determine where training is required, who should be recognized for their work, and how your culture impacts how employees interact with customers.
3. Listen to Customers
Listening to your customers is integral to improving your enterprise customer experience (CX). That means listening to what they are saying, how they are speaking it, and where they are saying it.
Your organization needs to have a clear strategy for how it will listen to customers. Then you need people who can implement this strategy and get information from all the sources where customers are talking about your products and services, including social media platforms like Facebook, Twitter, Instagram, and LinkedIn.
Social media is one of the best ways to interact with customers because it allows you to track their comments and questions in real-time so that you can respond quickly — if not immediately. You can also engage with them after the fact by posting responses or inviting them back into the conversation later when you have more information or resources available to address their issue(s).
Communicate the Value of Customer Experience Investments to Your Employees
When implementing a new customer experience initiative, all employees must understand the value of those investments. When people know why they are doing something, they will be more likely to do it well and better support your customers’ needs.
5. Prioritize Your Enterprise CX Projects
Prioritizing is key when it comes to delivering high-quality customer experiences at scale. You must ensure that your most important projects get completed first so you can start seeing results as quickly as possible. Otherwise, you risk giving up valuable resources without achieving real results or improving customer satisfaction levels.
6. Create and Enforce Goals for Your CX Team
Set measurable goals for your enterprise CX team and make sure everyone on the team knows them. These goals can be about metrics like customer satisfaction or NPS ratings, but they should also include things like quality and speed of service. The purpose should be specific enough to determine when a target has been met or exceeded. You can use tools to track progress toward these goals throughout the year so that you don’t lose momentum over time.
7. Train Your Team on Customer Experience Best Practices
Training is a crucial aspect of improving the customer experience. It helps your team understand the importance of customer service and how to handle customer issues properly. It also ensures that everyone on your team understands the company’s vision and goals to work towards them in their day-to-day roles.
8. Empower Staff to Provide Exceptional Service
The best way to improve customer experience is to empower your staff members to do their jobs well. You should clarify what kind of customer service you expect from them and then let them do their best work to deliver it. This includes giving them the tools they need to succeed — from training programs and resources to a work environment that fosters positive relationships between employees and consumers.
9. Hold Leaders Accountable for Customer Experience Metrics
When it comes to improving customer experience metrics, leadership involvement is crucial — but not just because leaders have more power than other employees (although that certainly helps). It is because leaders are the ones who set strategy and priorities for the organization, so if you want something done well, you should start at the top.
Many companies with a solid foundation in experience design and customer engagement will struggle to identify the “need” for enterprise customer experience in the digital era. After all, if you are an organization with rock-solid product/market fit, strong profit margins, and a robust growth strategy, why would you need to invest heavily in experience design?
While many organizations do not know what they don’t know, market leaders indeed take a light touch to deliver on enterprise customer experience. The key question underlying this interpretation is whether an organization can have so much market dominance that it can ignore its customers completely.
We believe that B2B SaaS businesses seeking to win their next round of funding or that already have a healthy balance sheet should think beyond traditional experiences and focus on delivering a seamless user journey that leverages technology and human assets.25
The above tips are not an exhaustive list of things you can do to enhance your enterprise customer experience. However, they will help you be on the right track for better understanding your customers and building a rapport with them. Over time, you will see your efforts act as a compass that directs you towards what your customers want regarding your CMS and their needs. This will, in turn, go a long way in providing you with the winning edge that all businesses strive for in the long run.
Stanley Deepak is an accomplished sales and marketing professional with 15+ years of experience. He loves tech products and book reading. He writes on philosophy and culture on LinkedIn.
Published June 29, 2022, Updated June 29, 2022