What we do to buy a service or product is only the visible part of the iceberg. What we call customer experience is the long and difficult process of traveling before and after sales. The famous consulting company,
McKinsey, conducted a customer experience survey with 27 thousand consumers from 14 different sectors to understand this journey. The research contains important tips for an effective customer journey.
According to the survey;
- Rather than individual interactions, its customers are more than happy to make an effective and consistent customer journey
- Measuring the overall customer journey provides a 30% more accurate estimate of customer behavior
- Creating a consistent customer experience journey increases customer satisfaction by 20%
- Designing a customer journey reduces costs by 20% and increases revenue by 15%
The three keys to a consistent and effective customer journey that emerged in the research are as follows:
Customer journey consistency
Companies work to provide the best service and support system to their customers. But at the end of the day, there are very few companies that can really provide a consistent, consistent service.
The research revealed a correlation between customer journey consistency in banking and effective customer experience.
The McKinsey research team had set up a secret shopping group in order to go to 50 bank branches and look for 50 customer representatives.
In the experiment, it was observed that the customer experience in the low-performance banks showed a lot of variation from person to person, and there was no consistency.
For an effective customer experience, you should make sure that your customers receive an equal and consistent service.
To do this, you can conduct regular customer experience surveys, develop new strategies taking into account feedback from customer service, and make improvements based on frequent disruptions.
One of the most important outputs of the research is emotional consistency. In the survey, the greatest driving force of satisfaction and loyalty in most of the sectors turned out to be a sense of confidence. According to the survey, trust in banks offering a consistent customer experience was 30% higher than in other banks.
Consistency-related emotional bond was also very important for customer loyalty. In the research, bank customers’ expressions (a brand that I feel close to myself) and (a brand I can trust) emerge as statements that distinguish the banks that have a consistent customer experience from their competitors.
In the survey, more than 70% of the customers stated that they did not trust big financial brands, and it revealed the importance of consistent customer journeys to build customer trust.
In order to ensure trust in the journey of customer experience, it is imperative to take quick action, communicate one-to-one and make material and spiritual sacrifices.
In 2005, McDonald’s, who lost confidence in their sales due to different reasons in the UK and decreased their sales, acted with reference to customer feedback and made a series of innovations from menu to décor.
In the process, where the social media is not effective yet, the company which established a website communicated with its customers one-on-one via the site and answered all the questions honestly.
This direct communication increased the trust and sales to the company. In 2008, sales increased by 8% and the company grew by 11%.
A brand mostly consists of the sum of his promises. It is very important to establish a consistent marketing communication language to show that the promises have been made.
For this reason, companies that fulfill their promises, continue their consistent practices and in addition make a strong marketing communication are more successful than other companies. The McKinsey Study confirms this. Such companies are 20% more resistant to challenges than others.
We can give two examples. Southwest Airlines provided its customers with regular and consistent messages of satisfaction over the years, which proved to be an affordable and reliable airline.
Likewise, Progressive Insurance offered its customers more favorable rates than their competitors between 1995 and 2005 and reported it to the public with consistent and regular messages. This consistent perception given to customers coincides with the functional facts, that is, the promises made.
The journey of customer experience is a process that requires a long, effortful and diligent process. Consistency is the most important step. How consistent is your company’s customer experience?