Why Customer Experience Is the Key to an Amazing Business

The idea is to take the mid-point of the year and get a fresh restart. In post #4 of 5, I introduced – How to Perfect Your Lead Generation Follow-up Today we tackle Step #5 – How to Turn Leads Into Customers with an Amazing Customer Experience Why Customer Experience (CX) is in everything So many people are focused on the changes in marketing and all the new things we have to master and pay attention to. May I be as bold as to suggest that Customer Experience is everything today. Google’s objective, when it comes to search is and always has been to reward businesses that create the best, most relevant, and useful content and make it easy for people to find and consume that content. (Of course, I know their real objective is to get you and keep you in search results so that you might eventually click on an ad.) Today, the number one thing a prospect wants from your website is a frictionless path to the information or action they’ve come their to find and take. Floss with your customers Okay, so far I’ve been focused on the online elements of the customer experience, but in the end, many businesses make or break their customer relationships through a combination of online and offline touchpoints. Give them an awesome deal of some special treatment in return for their feedback on every element of your business. (a package can be physical or conceptual) How will you communicate progress or results? A great customer experience comes from a commitment to continuously optimizing every element of the journey – this takes paying close attention, measuring, asking for feedback and applying what you see and hear – but more than anything else this takes care or maybe caring.

Author: John Jantsch / Source: Duct Tape Marketing

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In this post – 5 Steps to Restart, Recharge and Revive Your Marketing Right Now! – I introduced an aggressive initiative to help any business owner struggling to stay on plan with their marketing for the year. The idea is to take the mid-point of the year and get a fresh restart.

In post #4 of 5, I introduced – How to Perfect Your Lead Generation Follow-up

Today we tackle Step #5 – How to Turn Leads Into Customers with an Amazing Customer Experience

Why Customer Experience (CX) is in everything

So many people are focused on the changes in marketing and all the new things we have to master and pay attention to.

The fact is the most significant driver of change today isn’t the way marketing is changing, it’s the way buying is changing.

If the customer is indeed now in charge of their buying journey, and I believe this is true, then the most important marketing element still left in our control is the customer experience (Cx) – the way in which prospects and customers experience every aspect of our business.

May I be as bold as to suggest that Customer Experience is everything today.

Now, I realize if I’m going to suggest something so far reaching and universal I’m also going to have to help you expand your vision of what customer service is.

See, for me, the customer is experiencing your business long before you are even aware of their need or interest. The question is, have you considered the impact of every marketing decision in this light?

Even Google rewards you

Many people ask me how to get better rankings in Google, and while I may give more technical answers at times, the simple answer is to create a better customer experience.

Google’s objective, when it comes to search is and always has been to reward businesses that create the best, most relevant, and useful content and make it easy for people to find and consume that content. The only thing that’s changed is Google’s ability to understand what content does just that.

With the introduction of the Knowledge Graph, they’ve taken a pretty big leap towards achieving this objective. (Of course, I know their real objective is to get you and keep you in search results so that you might eventually click on an ad.)

So, producing a better experience with your content is customer experience, but so is paying attention to LSI keywords and writing better meta descriptions. (All of which leads to better search rankings and higher click through in the SERPs)

Heck, you can, and I do make the case, that backlinks are CX. If you think about it, the internal links you create should be focused on creating a better reading experience, not a better link structure. The external resources you link to should be focused on creating a better reading experience, and the backlinks you acquire should come from sites that demonstrate a more valuable customer experience rather than as a way to build domain authority – and Google now rewards for all of this