5 Ways To Use Social Media To Improve Customer Experiences

5 Ways To Use Social Media To Improve Customer Experiences

Social Media is a proven, valuable tactic to increase brand awareness, product interest, and website traffic. Having managed campaigns for top brands as well as leveraging social platforms for my blog, I can unequivocally say that social media marketing works. While the benefits may be common knowledge, many leaders don’t realize and capitalize on social media as a useful source of “voice of customer” (VOC) data. Continue Reading →

What Drives Customers Loyalty? (Hint: It’s Not Price)

What Drives Customers Loyalty? (Hint: It’s Not Price)

 The smallest gestures by frontline employees can have a significant impact on customer loyalty and the decision to buy again and again.

I was reminded of this when purchasing clothing at a department store recently. Upon bringing my items to the register, the kind woman asked questions about my day and overall shopping experience. I was surprised by our first interaction as warm greetings don’t happen frequently enough. 

Besides a pleasant dialogue when first meeting, my experience got even better. The lady scanned each item and noticed that none of the clothes were on sale. She asked me if I had any promotional offers but unfortunately, I did not. She proceeded to explain that customers who have their store credit card receive discounts, and offered me the option to sign up for immediate savings. I declined and was prepared to pay full price for the items.

At that moment, the woman reached into her drawer and took out a coupon to apply to my purchase. She saved me $25. Although it was not a significant amount of money, it was a highly satisfying moment. I did not expect her to provide me any discount especially since I declined the credit card offer.

I thanked the woman twice and told her how much I appreciated my purchase experience ALL BECAUSE OF HER. I continue to be a loyal customer and tell others to buy from the store because of one person who INTENTIONALLY went up and beyond for me.

Customer Loyalty Lessons:

  • Empower frontline employees. They impact customer experiences a lot! Support your staff to do what’s right for customers without having to ask management permission for every detail. Recognizing employees who create exceptional experiences is essential too. When employees are happy, customers see and feel it.  Here’s a perfect example to demonstrate my point.
  • Do the basics right. The mere act of employees saying “hello” and good-bye” is an easy way to delight customers and leave a lasting impression. I especially love when company owners / CEOs greet customers. (Read my Woodloch story).
  • Make it EASY to buy. “More than half (52%) of online buyers said they stopped shopping on a brand website due to bad site experiences.” (Merkle study). I highly recommend conducting user testing with real customers in the pre and post-launch stages, and measuring level of effort” as part of your CX practice. NPS is useful but even more so when combined with other metrics.
  • Focus on creating great experiences from onboarding to transaction completion. 66% of consumers care more about the experience than price when making a brand decision. And, they are looking for long-term, connected experiences that are as EFFICIENT as they are enjoyable.” 


Which brands excel at creating customer loyalty?

I’m interested in hearing examples of when a company employee went above and beyond to make your buying experience a memorable one. How did you feel?

Did you purchase again because of that experience, even when you could buy somewhere else for a better price?  

How To Create A Customer Journey Map (Free Template)

How To Create A Customer Journey Map (Free Template)

Customer satisfaction and NPS are useful measurements of business success, just as much as revenue and profitability. The reasons are obvious as unhappy customers are unlikely to buy again and even worse, they’ll tell others too. So, how does a company increase the chances that customers will rate their interactions highly and remain brand loyal? The answer is creating customer experiences leveraging proven CX techniques. If you are not familiar with journey mapping basics, I encourage you to read my other article: WHAT Is A Journey Map and WHY Create One?

As a refresher, the purpose of creating a customer journey map is to help design better products and services and overall great experiences. It is a valuable method to identify problems and areas of success as customers become aware, learn, buy, get, use, etc. While Journey Maps typically look visually different from one organization to another, they consistently enable you to empathize with how customers feel when interacting with a brand.


3 Key Steps To Create a Journey Map:

1. Define Customers / Personas.

Who is your target audience(s)? What are their interests, needs, and wants? What obstacles keep them from achieving their goals? What are their demographics, such as age, income range, education? Where do they go to find information? Answering these questions and related ones often require research through informal and formal interviews and surveys. Leveraging internal data on current customers and insights from “voice of employees” (VOE) is valuable as well. (Learn more about persona development.)

2. Identify How Target Customers Will Interact With Your Brand. 

A journey map helps to define key touchpoints and channels, such as: where will customers learn about your products and services? i.e. retail store, webinar, industry events. How do they receive communications? i.e. email. social media, sales rep visits, etc. This information provides insights as to why customers may or may not be satisfied and where pain points reside.

3. Dig into Customer Mindset Within Each Interaction.

You want to put yourself in the “customer shoes” and identify the emotions they feel along the journey. To do this effectively, I recommend leveraging tools to guide you through the process. While there are many templates available on the internet, I like one that Carol Buehrens shares in her university classes. You can download a free copy of her journey map template below



Want help with journey mapping, persona development, measurements, creating a customer-centric culture, and more?

Sign up for mentorship

I can help you to design your journey map and related CX methodologies to differentiate your brand. No need to guess. Let me show you the way.

Use a journey map template to get started

Access a useful document to jumpstart your CX practice. Use this with your teams to design best-in-class experiences.

Are You Guilty Of 10 CX Mistakes?

Are You Guilty Of 10 CX Mistakes?

Customer friction is a key factor in why people abandon a website, leave a store without buying, disconnect from a monthly service plan, and the list goes on. In previous articles, I’ve written about the need to make the customer journey SIMPLE, EASY, and PROBLEM-FREE. This includes the post-purchase return experience.

I’m pleased to share a guest post by Customer Service Expert & Author, Shep Hyken, who knows a lot about Customer Convenience. Continue Reading →