CXM Editorial TeamCXM Editorial TeamFebruary 10, 2020


Customers are truly the heartbeat of any business – treat them well, and the rest of your business ticks.

Treat them otherwise, by failing to satisfy their pain points, and they have no problem bad-mouthing your brand. And guess what – bad-mouthing is just the least of your problems when you deliver a poor Customer Experience to your audiences.

In this highly competitive world, customers have no problem jumping on the next moving train – your competitors – when you don’t give them the best of experiences, or at the very least, an equivalent of what your competitors are offering.

I’m pretty sure no business owner wants that. So to avoid that, it is imperative that you understand the concept of customer experience perfectly well. To this end, here are a few tips to get you started on that front.

Know your customers

Take it or leave it; a business isn’t only about delivering products or offering your services – instead, it is as much about your offerings as it is about the manner in which you’re going about it.

Even if you have the best of solutions to the pain points of your target audience, you still won’t be able to convince anyone to keep patronising you if you don’t offer them an awesome Customer Experience. And the first step you need to take to achieve that is by understanding your customers.

I know you’ve probably read that somewhere before, but trust me, there is no giving anyone an awesome experience if you don’t understand what exactly appeals to them. Do you have a customer base that appreciates visual and not audio communication, or a base that hates long queues, or perhaps your customers are the type that fancy engagement?

Whatever the case may be, trying to decipher the nature of your customers is absolutely a great step in the right direction.

Enhance the experience you’re offering by going multichannel

It is true that we now live in a digital age serviced by social media.

As such, your customers are most likely scattered on the different platforms of social media. To enhance the experience they’re getting from you, try to interact with them on the platforms they enjoy most. Even though you cannot afford to be present on all social platforms, at least being active and engaging on the most popular ones should do your customer base a whole lot of good.

Creating a profile on Twitter, Facebook, Pinterest, Youtube, etc., will go a long way in addressing issues, complaints, worries, and solving problems as soon as customers demand it.

This tip is not only essential for businesses looking to build a loyal customer base, but also for existing businesses with an already established base – especially if you’re in dire of a larger revenue generation to combat your business debt.

Use Customer Experience innovation to raise the bar

Look at the Customer Experience of Apple, Disney, and Tesla – what are they doing differently?

They use innovation in their approach to Customer Experience to connect with their customers and stand out from the rest. Innovative solutions are not only authentic and effective, but they are also cost-efficient as well.

Little wonder why we constantly see these brands enjoying great profit margins, and not having to worry too much about common business issues like how to resolve debt, or what an IVA’s ability is in combating debt or how to stop bailiffs from disrupting visiting their companies.

Develop a CX management program

Customer experience management (CEM) is the art of controlling, tracking, and designing customer interactions at all touchpoints to meet or exceed customer demands. There are many benefits of CEM, such as increased loyalty, engagement, and positive word-of-mouth marketing, all of which ultimately leads to greater revenue generation.

Work on developing an active CEM program in your business to proactively improve the Customer Experience at every step along the customer journey. Additionally, in the event that your business becomes burdened with debt and you need debt help like Moorcroft , this strategy can help you generate as much revenue as you may need to settle your debt.

Let your customers help themselves with self service

Modern customers don’t want you to help them – ideally, they would want to help themselves.

According to a recent study, 45 percent of companies offering web or mobile self-service reported an increase in site traffic and reduced phone inquiries. Post resources, books, and FAQs on your website to help customers service themselves and look for solutions to their problems.

Think about it, what would you rather do – wait in line for an agent to answer your query, or browse a forum to look for the answer?

Martin NewmanMartin NewmanAugust 27, 2019


Not long ago, I was across the Atlantic in New York City, filming for my series Fix the High Street.

Having recorded episodes in Glasgow, Newcastle, and London, I’d decided it was time to go further afield and to see if the Customer Experience was different; to see if the legendary American service culture really stood up to scrutiny. I spent three hectic days there with my team and emerged at the end, tired, but much better informed.

New York is an assault on the senses.

It seems to move at a speed somehow 50 percent higher than anywhere else in the world. And, of course, one of the strange things about New York is that it’s all so familiar to us, even on first visits, because we’ve seen it films and television since childhood. But, as regular visitors know, the reality doesn’t disappoint. It really is a Mecca of sorts – a strange kind of laboratory where the human race tests some of its wilder ideas, styles, and techniques.

Big Apple: NYC businesses aren’t afraid to embrace disruption

That’s certainly true of retail and customer service.

I tried to visit as many outlets as I could in my short time in town. I went to a giant Amazon bookstore, Forever 21, Covergirl, Levi’s, and H&M, among others. What I was looking for was the distinctive American flavour, or maybe I should say, even more specifically, the distinctive New York flavour to the way they do business.

What’s uniquely them? How are they different from the UK and the rest of Europe? What can we, on this side of the Atlantic, learn from them? And what can they do better?

One thing I certainly pay tribute to is the willingness of New York businesses to embrace disruption. Earlier this year, for example, Macy’s, having bought veteran brand Story, opened curated ‘Story’ boutiques in 36 of its stores; this is a perfect example of giving customers a reason to come into the store and discover new products, without needing to have an eye-catching sale running.

And it represents a new revenue stream, too, as Story has traditionally charged a fee to curate partners’ products. This kind of innovation is absolutely vital for retailers and other industries to do more than simply keep their heads above water in the difficult waters of the current marketplace.

So far, so good. New York is fun and edgy and progressive. Just as you’d expect. But there are areas in which they could improve, based on my experience and insight.

Numbers game: New York stores often seem to lack enough staff

The first is a simple numbers game: stores often don’t have enough staff. It’s a common misconception in modern business that technology can wholly supplant human sales assistants and operatives; certainly, there are a lot of tasks from which people can be freed by machines, but it’s not a like-for-like substitution.

There are half a dozen reasons why shoppers want to be able to interact with a real person, to ask advice and opinions, to get a sense of the sales environment in the round, and, much more fundamentally, just because some customers are more comfortable with the warmth and empathy of human interaction. So New York retailers need to think about that.

The other area in which I’d offer some gentle criticism, because it’s right in my field of expertise, is their relative lack of progress in the multichannel area.

I’ve argued for some years that a truly successful business will embrace all kinds of sales opportunities; every conceivable and practical way of delivering the product to the customer to maximum satisfaction. People are complex animals, and they want to shop in different ways. More complicated still, each individual may have multiple preferences: they may buy books or music or similar goods online, but prefer a face-to-face experience when purchasing, say, clothes.

They may be happy to have one kind of goods delivered but wish to collect another from in-store. The retailer must be ready and agile enough to be able to cater for these differing and sometimes conflicting demands. Multichannel propositions give you flexibility, adaptability, and, ultimately, drive profit.

New York was a great experience, and a real learning curve for some of the team. The edited version of the lesson is that it’s a business environment which is open to innovation and horizon scanning, but has yet fully to embrace some of the possibilities which already exist to sell products to consumers. 

Vision: NYC retailers should embrace more possibilities for improved Customer Experience

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