NortonLifeLock Direct Acquisitions Manager on the Competitive Advantage of a Great CX
We recently spoke with Sarah Hodkinson, Head of Direct Acquisition at NortonLifeLock, the value of focusing on the customer experience, why organizations find it so difficult to implement, and how to measure success. customer experience.
What is CX for you?
It’s how customers perceive your brand after interacting with your business. Were they able to get what they wanted from your business? What did they think of the experience? What did it make them feel?
This perception can change with just one interaction. Every interaction a customer has with our business, from visiting Norton.com to calling our Member Services team, is part of the overall customer experience.
What’s the value of focusing on the customer experience?
A bad customer experience can devalue your brand. If, as a customer, I can’t accomplish what I want on your business website, that will likely cause me to abandon your site and go to a competitor instead. Not only did you lose a potential sale, but as a customer I now have a negative perception of your brand.
A good customer experience, on the other hand, helps. It can add value throughout the customer journey, informing the customer with relevant content at the right time and helping the customer get what they want from your business as quickly as possible. A good customer experience keeps your promise to your customers. It is fast, personalized and transparent.
A great customer experience goes above and beyond, surprising and delighting customers, making interactions memorable and, in some cases, creating word of mouth referral opportunities.
What obstacles does an organization need to overcome to be successful in CX?
There are two common barriers to delivering a top-notch customer experience. The first is not knowing your customer. You need to know how to talk to your customer, when and where to talk to them, how they make decisions and what their needs are.
The second is organizational culture. Organizations that can operate beyond silos, with a culture of accountability and empowerment, and with an ability to test and learn with agility, are better positioned to gain customer experience.
How does a marketer sell the idea of improving the customer experience and how does this relate to digital transformation?
It’s sad that we even need to talk about doing a business case for customer service! Not only is striving for a great customer experience the right thing to do, it will pay dividends for your business as well. The brands that excel in today’s world are, more often than not, those that put customer experience at the heart of their operations. Customers who have extensive experience with your business will be your strongest advocates. Additionally, word of mouth advocacy is an incredibly powerful tool in an increasingly digital world.
What is the ROI of focusing on CX?
The survival of your business is the return on investment! It’s fair to say, at the very least, that successful businesses tend to invest in customer experience.
What key performance indicators (KPIs) do marketers use to measure customer experience?
Perhaps the most obvious KPI for customer experience is Net Promoter Score (NPS), which is a customer’s willingness to recommend your brand as measured by surveys. Beyond that, however, there are other KPIs that offer insight into the quality of your CX.
Take the conversion rate, for example. Improve the on-site experience and you should see an increase in your online conversion rate. Another KPI is the renewal rate. Once you’ve converted a prospect to a customer, the length of time that customer stays with you can be a testament to the customer experience. And a high churn rate can indicate opportunities for improvement.