Why you should improve your customer experience

Investing in your customer experience (CX) can be the difference between a flash-in-the-pan project and a loyal, long-term customer base. 

From the moment you make a sale, you should be asking questions like:

• How can you help your customer get value from your product?
• How can you make sure your they come back to you for replenishment and repeat purchases?
• When is the right time to reach out to your customer about leaving a review?

If you have an amazing marketing team but horrible product, you'll never achieve sustainable growth. Instead, you'll be slowed down by unhappy customers who shout about their experience by leaving negative reviews.

By spending more time and energy on CX, you can maximize satisfaction, grow repeat purchases and referrals, and get more positive reviews.

How to measure customer satisfaction

Satisfaction = Expectations - Experience. This formula is the key to understanding the satisfaction of your customers.

Your product is only worth what people are willing to pay for it. And even if you market your product well, the buyer community will eventually even out on the real experience of your product -- coming through as a potent cocktail of ratings, reviews, support calls, returns, and overall continuous sales.

Let's look at a real world example by comparing these two scenarios:

• Scenario 1: You buy a lightbulb for 10c and, after one month, it fails.
• Scenario 2: You buy another, more expensive lightbulb that's supposed to give you full control of your lighting from your smart home system. But despite all that promise, you can't even get it connected. 

Now let me ask you, which scenario would you find more frustrating? It's the second one, of course!

If you want to work out if your product is up to scratch, connectivity, usage, features, and app functionality should all be top of mind.

And if you haven't got to it yet, read more about measuring, understanding, and utilizing Net Promoter Score -- the way Fortune 500 companies measure their client base's satisfaction.

Pushing your users from success detractors to promoters

When you look at the distribution of your user base, you'll see two main segments:

1. Detractors: users who are unhappy, leave poor reviews, return your products, and ruin your reputation.
2. Promoters: users who are delighted, buy more products, refer their friends, and brag about you online.

If you want to drive sustainable growth for your brand, you need to convert as many detractors as possible into promoters. Then you can give those promoters the motivation to shout about your product and brand. And all of that can be achieved with CX.

From day one of onboarding, you should be negating bad reviews from your users, pushing them to use features and keep going. This will give you more opportunities than ever for ratings and follow-up sales.