The term “customer experience” encompasses every impression and perception that your members have of your club — from how they learn about you, to the sounds and smells that greet them, to the way they think about the experience after they leave. While “customer service” describes only certain touchpoints or interactions between you and your customers, “customer experience” describes their entire journey with your club.
What makes customer experience so important? For one thing, thanks to social media and online reviews, customers today are much more empowered. They can share or tweet anything about their experience with your club making it critical that you consistently get each touchpoint right. In addition, an excellent customer experience directly correlates with increased revenue. According to McKinsey & Company, “companies offering an exceptional customer experience can exceed the gross margins of their competitors by more than 26 percent.” [i]
Here are a few tips on how to build a great customer experience for your members:
Put yourself in your members’ shoes and walk through every step they take with you. How can you stand out from the competition? At which touch points can you offer something exceptional?
When it comes to customer experience, nothing takes the place of personal interaction. Think of ways you can enhance your high touch, personal approach by offering the technical advancements your clients expect in today’s mobile world:
Improving customer experience doesn’t happen overnight. It’s important to continually measure how you’re doing by checking in with your clients – in person and through surveys. Investing the time and resources to work on your customer experience is well worth it—because a happier customer journey means a healthier business.
[i] “Customer experience: Creating value through transforming customer journeys,” McKinsey & Company, Winter 2016.
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