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What is customer experience, and how can you improve it?

A customer-centric mindset appears to be one of the biggest differentiators between direct competitors in markets across the world. Businesses today rely on Customer Experience (CX) to attract, convert, and retain new customers and potentially boost ROI. But what is CX exactly, and how can you deliver the experience your customer base needs?

What is CX?
CX is the overall experience and impression a person (or business) is left with after interacting with your company and brand across their lifecycle as a customer.

The way your customers feel about and react to your brand will influence their purchase decision.
As a brand, 43% of the customers today are willing to pay more for a product or service if they also receive better customer service. However, only a small percentage of the customers questioned are happy with the interactions they have with brands today.

Take a look below at a few solutions that can help your company improve their business processes to deliver a better customer experience.

What makes CX great?
The tricky part about providing CX is realizing that you can’t invest in a single measure and magically transform the way customers think about your brand. Different teams should coordinate their efforts and strategies to reach the “pot of gold” at the end of the CX rainbow. Thus, make sure that you approach CX with all its components. In order to be successful, CX needs the following:

• A good sales strategy;
• Smooth customer support interactions;
• An active layer of Marketing, to outline all the perks offered by your brand.

Another aspect is that, especially for B2B operators, customer care should extend beyond signing the contract and delivering the products or services. This opens the gates to potential future collaboration opportunities, recommendations, and word-of-mouth marketing (free marketing, yay!).

Although an articulated strategy for each department will make a difference, having the tools for this will make every process easier and more manageable.

Tools to consider for improved CX
Since you can automate virtually any internal process, be aware of your automation options regarding the three key elements mentioned above: Sales, Customer Support, and Marketing. And as always, a flexible and intuitive CRM tool is the binder you need for those specific elements.

At its core, Sugar is a CRM built upon companies’ need to deliver improved interactions with their customers. But dedicated Sales, Support and Marketing software integrated with Sugar can help you enrich your CX.

1. Sugar Sell
Sugar Sell gives your sales representatives the insights they need to follow, document, and follow up on their sales trends, projections, and progress.


Sugar Sell is the perfect sales force automation tool that can contribute to an overall increased CX.
It integrates multiple dashboards that serve different purposes, and offers a complete sales force automation experience. Using Hint, Sugar Sell can eliminate manual data entry and gather information from social media accounts, news sources and more, to offer deeper customer and prospect insights to your sales representatives. With Sugar Connect, Sugar Sell can also integrate with Google G Suite or Microsoft Office 365 for easy access to your Sugar data directly from your email client.

The system offers customer journey mapping capabilities, allowing your sales reps to get a better grip of key internal processes such as Territory Mapping and Account Mapping.

Sugar Sell is also equipped with customer journey mapping capabilities.

Sugar Sell is also equipped with customer journey mapping capabilities.

All these features enable sales representatives to get a better picture of each customer’s journey throughout the pipeline and guess their next need and demand, even before they become aware of having those needs.

2. Sugar Serve
Sugar Serve is a complete Customer Support tool, offering easy access to multiple dashlets, reports, and case overviews. Its extended Service Level Agreement management capabilities allow for better customer interactions from your customer support representatives to meet and exceed SLAs. Sugar Serve’s Service Console offers your support representatives a clear picture of all inquiries. All cases are color-coded and information-rich, making it easy to differentiate between each case’s urgency level.

Sugar Serve’s Self-Service Portal was developed to meet one of the main demands of your ever-growing customer base: to be able to troubleshoot and solve issues on their own. Sugar Serve features a generous Knowledge Base, instant messaging options, and case management integrations to help users solve their own service issues. The Self-Service Portal can also be customized with different fields to offer your customers a more personal and unique experience.

Sugar Serve's Self Service portal.

Sugar Serve’s Self Service portal.

Keeping up and even exceeding your customers’ support inquiries is one of the best ways to ensure that your company enforces high CX standards.

3. Sugar Market
Marketing brings a big contribution to enforcing better company-wide CX. Sugar Market is fully equipped with the analytics and content personalization tools you need to create more personal interactions with each customer.

Sugar Market offers intelligent analytics and personalization tools, contributing to cx.

Sugar Market offers intelligent analytics and personalization tools, contributing to cx.

Although marketing is a great way to generate sales-ready leads, it also plays a significant contribution to enforcing higher levels of satisfaction among existing clients, throughout their lifecycle.

While having the right technology that facilitates customer interactions matter, an articulated strategy to use these is equally important.

Our additional tips & tricks for improved CX
Many other aspects can shift your customers’ perception of your brand including:

• Invest in an intuitive and responsive mobile version of your website. The average US adult is spending roughly 2.5 hours on their mobile devices daily, so this opens new customer experience opportunities for you.
• Customer-centric User Experience (UX). If your website is hard to navigate then customers can’t easily find relevant information. Your customer’s time is a valuable asset.
• Invest in self-service options. A couple of years ago, 68% of brand interactions carried out by millennials were without any human aid. If millennials were that reluctant to interact with humans in their service inquiries, only think how reluctant Gen Z representatives will be.
• Ongoing training and support for existing customers. Winning a sale is not the end of your job when interacting with a client. For as long as they are a customer and use your brand’s products and services, it is your responsibility to keep them posted on any tips, tricks, or changes in your products or service usage. A happy customer is an upsell opportunity, and ongoing training plays an important part in keeping your customers happy.

That’s a Wrap!
Try to remember that most customers would be willing to pay a higher price for a product or service if their interactions with a brand are smooth. This can be achieved through a close collaboration between the main departments involved in a customer’s lifecycle, but CX extends way beyond that purchase!


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