The Luck O’ the Customer Experience Team

By: Kate Zimmerman

March 17, 2015

Customer Engagement
customer experience management

As we celebrate St. Patrick’s Day, you’ve likely heard many people talk about the “luck o’ the Irish.” But what few people realize is that this phrase is an ironic one, since the Irish have actually been an extremely unlucky group over the years! But that doesn’t mean we all need to throw our cards to the wind and hope for the best when developing a customer experience strategy. With the right pieces in place, every brand can create a path to their own pot of gold.

Studies show that 94% of customers who have a low-effort service experience will buy from that same company again. This isn’t just luck – it is a calculated effort to create and maintain a brand that meets the needs of the customer. According to the White House Office of Consumer Affairs, it is 6-7 times more costly to attract a new customer than to retain an existing one, making customer experience an easily quantifiable solution for you to implement.

Thomas Jefferson once said, “I am a great believer in luck, and I find the harder I work, the more I have of it.” Leveraging customer experience management can effectively create luck for your brand by doing the work for you. Not having a customer experience management plan in place makes you about as lucky as finding a four-leaf clover in the middle of a highway.

Customer experience management can help you create luck for your brand. Is it bad luck that a particular call center recording goes viral while your social media manager is on vacation? Or is that an indication of a hole in your customer experience management program? Effectively using customer experience management allows you to monitor sentiment continually without the need for a 24/7 Twitter manager. It positions you to be able to solve problems and address the needs of your customers as they come up instead of letting something spiral out of control and become the joke on the morning news.

In a real-life scenario, a major retailer’s website went down last Black Friday. Bad luck? Perhaps, but the company was able to quickly turn things around by being extremely active on social media and responding to every single customer inquiry. When companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more money with the company.

As with all things in life, there are many circumstances that are beyond a business’ control, including bad luck; but what determines the “character” of the business is its ability to react in a positive manner. Emotionally intelligent businesses are able to immediately identify and respond to crisis situations and mitigate negative customer impact.

While the Irish may disagree, luck isn’t something that should be left to fate. Go grab a pot of gold this St. Patrick’s Day and make your own luck. Look at the rainbow of customer feedback you are gathering and remember that each color will tell you something different about your customers’ needs, wants and emotions.  Proactively addressing your customers’ issues and delivering an experience that delights them will help you win their hearts.

Kate Zimmerman is a Product Marketing Associate at Clarabridge. Kate focuses on building content that supports CX efforts, product marketing, analyst relations, and has become an industry expert in Customer Experience Management. Kate holds a B.A in Politics from the University of Virginia and can be found on Twitter at @kmzimm.