relationship and enterprise resource
planning systems, these fears should be
diminished.
Entrepreneurs are curious and even if
you start with MS-Excel entries, aim to
integrate your information so that you
have the right customer data to inform
your decision making process. Data is the
new currency and if you want to turn your
SME to a big enterprise, keep your data
clean.
Customers will know you care if you can
predict their needs efficiently. Imagine
knowing when your customer has big dates
e.g. birthdays, anniversaries, last purchase
date, their correct titles. It takes that level
of simplicity to form life-long loyalty from
the small things that matter to a human
being. Insurance companies will call you a
month before your premiums expiry date
to remind you to organize yourself which
is a very caring gesture.
Simplicity is one of the key pillars
in customer experience. The way you
market your brand to ensure customers
are able to access your products and pay
for them is very important. It should be
simple in design and user experience.
This will improve your net promoter
score or the prospects of your customers
recommending you to new customers
instead of detracting them.
An example of simplicity is demonstrated
by the brand IKEA. They simply evolved
their customer experience by enhancing
their in-store layout and learnings. They
focused on customer education on their
products so that customers could make
better choices. They used technology to
drive the need for the human touch and
the do it yourself model is a complete
customer experience strategy that builds
brand affinity.
Customers who get a good experience
will recommend a great entrepreneur to
other customers. Over 80% of customers
are willing to pay more for a good
experience so price should not drive you
into competition wars. Price is not the key
driver if customers are guaranteed quality.
Reward loyalty and brand ambassadors
as they generate new channels of revenue
for you. Don’t forget the employees who
stuck with you during the initial stages
when you did not have a grand plan or an
execution strategy.
When customers receive a good
experience, they elevate your brand and
consequently you get higher revenues.
Today, organizations are leveraging on
testimonials from customers who had a
great user experience with the various
brands and products.
Overall, keep your brand promise and
develop standard operating procedures
which should be cascaded to anyone who
is selling or working with your brand.
Customer experience is the only unique
proposition in your business. The rest can
be replicated in a few days but your loyal
customers will not leave you for the new
brand in town if your service is exemplary.
Pauline Warui is the Founder of East
Africa Customer Care Centre. You can
commune with her on this or related
matters via email at: PWarui69@
gmail.com.
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