It seems that every industry is buzzing about customer experience (CX), and with good reason. Whether it be on-line, over the phone, or face-to-face, these exchanges give you the opportunity to put your best foot forward. Delivering exceptional customer service should be a priority for every business. Here we talk about how this applies to the logistics industry.
How to Measure Customer Experience (CX)
Understanding where you are with your customers is the first step. Many of them are eager to share their experiences and concerns. You may receive negative feedback, but this will give you an opportunity to improve. These surveys can be tailored to fit your specific needs. You can include both open-ended and close-ended questions. Be sure to conduct these surveys at regular intervals.
There are several ways to gather data:
- On-line survey systems
- Your own website or app
- Social media
Qualtrics XM provides software that helps businesses design surveys that inform key business decisions. They suggest a list of 5 survey questions that are best for customer service:
- Knowledge and helpfulness of the employees that the customer interacts with most
- Effectiveness of support channels (on-line chat, call center, self-service)
- Customer Effort Score (CES) – how much effort the client required for company interaction
- Customer Satisfaction (CSAT) survey questions – using rating scales or open-ended questions
- Net Promoter Score (NPS) – customer responds to one simple question using a Likert scale from 0-10 (i.e., Overall, how satisfied are you with Company X?)
Tips for Improving Customer Experience (CX)
There are many checklists available for improving customer service. One checklist particularly relevant to the logistics industry was written by Tim Griffin in Inbound Logistics magazine. Some of the tips that he mentions include:
- Act on results from the customer surveys. Create training and development for process improvements if needed. Ensure that everyone in the organization is committed to customer service.
- Use technology to simplify the customer’s experience. A centralized portal will provide much appreciated transparency into the entire order process.
- Be available and accessible. You are in the best position to address any customer concerns regarding your business. Commit to finding answers.
- Remember the mantra that the customer is always right. Some customers may be difficult. The best way to handle them is to become skilled at adapting to different personalities.
- Earn and safeguard your customer’s trust. Always keep your word.
Benefits of Outstanding Customer Experience (CX)
Ultimately, the goal of better customer service is increased profitability for your business. A more detailed description of how CX affects the bottom line is given below:
- Customer loyalty and repeat business - reduces customer churn
- Positive word-of-mouth – your customers become advocates for your brand, enhancing its reputation and popularity
- Cost-effectiveness – it is much cheaper to service existing customers than to market to new
- Differentiator - sets you apart from other brands
Every interaction with a customer is an opportunity to build or improve your business relationship. The process is never complete. It is an ongoing endeavor, with customer expectations at the center. Understanding how CX affects your business is crucial to its long-term success.
See if Aero Fulfillment Services can help you change the way you look at the customer experience (CX) by taking this 1-minute survey.