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A Step-By-Step Guide To Creating a Meaningful Customer Experience - RDI Corporation - Blog

A Step-By-Step Guide To Creating a Meaningful Customer Experience

Is your customer engagement a walk in the park, or a difficult labyrinth? Find out how to create an easy and meaningful customer engagement. Image from Wikimedia Commons

When Robert Frost wrote about two roads diverging in a yellowed woods, he most likely didn’t have customer experience on his mind. He probably didn’t think it was poetic enough. But that’s ok, because the truth is that if you are thinking about the customer experience journey as just being about two paths—good and bad—then you are under-thinking it. The truth is that the journey is more like a garden of forking paths, and at every turn, your potential customer could become lost forever.

That’s not an exaggeration. The customer experience is about making any contact feel happy, taken care of, and most importantly, moved to take further action. At any step in their journey, they can decide that the trip is no longer worth the trouble, and turn back home. They can get lost in customer service gaps or incompatibility between devices. They can never reach the end stage, which is when they make a purchase and promote it to their friends, family, and followers.

It’s a real problem. 44% of consumers in the US take their business elsewhere when faced with customer service obstacles. And it’s more than just losing that one customer. Word of mouth, whether that is actual water cooler gabbing or social media venting, can make or break a business. 87% of consumers share great customer experience stories, but 95% share a bad one. And while 33% share a good experience with more than five people, 54% do so with bad ones. Losing a customer is bad enough. But by not maintaining a coherent and cohesive customer experience, you can also turn a potential promoter into a vehement detractor. Making sure that your entire team is focused on the customer, and their safe journey toward purchase, should be the driving goal of your operation.

The Buyer Persona: Creating Your Ideal Customer

Figuring out how to create this customer experience starts with creating the right buyer persona. This is a composite of a potential customer, or many different kinds of potential customers. You work to understand the needs, concerns, and even the broad personality of anyone who may be interested in your service. By creating this, you form a connection with a customer before they are even a prospect—maybe before they even know they might be.

This persona carries you and your team throughout the entire process. Everyone on your team can tailor their approach to his or her needs.  Your buyer persona is created by doing surveys of as many current customer as you can, focusing on:

  • Identifying Pain Points: What problem is your customer trying to solve? If you are a plumbing company, this is more than just “plumbing problems.” Get specific with each persona, so one can be (broadly) people with leaking pipes.
  • Identifying Demographics: Who are your customers? Are they middle-aged homeowners? Millennials in their first jobs? Businesses with less than 50 employees? There’s no one-size-fits-all approach to marketing or sales. When you do it that way, no one will be fit.
  • Identifying Platforms: How do your customers interact with you? Through Twitter, or solely through your website? This not only teaches you about them, demographically, but shows you how to best engage future prospects by hitting them where they live.

By knowing who all your customers are, you make sure that your team treats them as the individuals they are, with individual needs. Think of it as like being a guide. If you know your prospective client is an adventurer eager to climb Alaskan mountains, you won’t send them a brochure detailing the benefits of heading south.

The Right Map Keeps the Customer on the Right Track

In old maps, the empty corners used to be marked with the phrase hic sunt dracones, translated as “here be dragons”.  No one wants to go there. These are unexplored areas where customers could get lost, and never to be heard from again. In turns out that there are all sorts of these dangerous areas in your operation, and it is up to you to make sure they are fixed.

You want to use the buyer persona to create a meaningful and cohesive journey from beginning to end. One of the most important things is identify areas where the customer could get lost. These include:

  • Gaps. What happens when the marketing team brings in a prospect and then hands them off to sales? Is there proper communication to let the latter know about this prospect’s needs? Is there follow-up so that the prospect knows exactly what the next step is? Do they have to climb on their own, or are they helped up? Is there a problem transferring information if a customer starts on your mobile site, and then calls? Or do they lost everything they’ve already entered? If there are gaps in these processes, frustration can set in, and turn to apathy or hostility.
  • Logjams. Even worse than gaps are logjams. Is every customer funneled through the same path, with the same overwhelmed gatekeepers? Is there a segment of your process that just slows down for no reason? Customers are overwhelmed with options only a few keystrokes away. The speed of the internet has made us less patient. Don’t lose a sale because you make someone wait.
  • Poorly-Marked Paths. This is the most frustrating thing for any customer: when they don’t know how to proceed, and have to hack their way on their own. If they are clicking around looking for a contact button, or trying to find the form to submit credit card information, they’ll be lost to you. Demographics help here: if your business caters to retirees but you’ve focused only on making your mobile site accessible, to the detriment of everything else, you’ve failed your target.

Remember to share this path with everyone in your organization. Use infographics, training, and modeling to go through every stage. Make sure that one end of your organization knows what it is like to go through the whole process. Not only will this build inter-departmental empathy, it will allow them to effortlessly guide the customer to the next step.

There’s No “I” In KPI: Creating Outward-Focused Goals

The problem that a lot of companies have with Key Performance Indicators (KPIs) is that they are inward-focused, looking at issues like revenue and efficiency and emails per day. Those are all important, but they are actually a dodge around the real goal: a better customer experience strategy.

Customer-centric expert Rik Vera tells us that companies who focus on measuring customer behavior are the most innovative and inventive ones, and the most successful. Focusing on this filters down to employees, inflects everything they do, and in the end improves the old metrics by default. Making sure you have a better customer experience means better workers, better outcomes, and better revenue.

Always Be Cartographic: The Importance of Constant Evaluation

I have an old map of the Great Lakes, from the 1600s, in which Lake Superior just sort of opens out to the endless west. The explorers knew it was pretty huge, which was helpful, but hadn’t been able to map its farthest shores, which wasn’t. But that’s fine: it was later filled in, and now you don’t have to worry that there are dragons near Duluth.

It’s the same way with your company. You want to constantly test your customer experience process, making sure that it is keeping up with evolving technologies, communication methods, and your customer base. You want to make sure that you aren’t missing anything. Check different times customers check in to see if you can tailor to those needs. Check what platforms they are using and if those are changing (if you’re still being aggressive on College Friend Finder, you may be behind the times). See if your demographics are changing at all. Always test every process to see if it fits the current needs of your customers. That’s the only way to make sure the journey doesn’t end badly.

Focusing on a meaningful experience along every step of the way is how prospects turn into customers, and customers circle around turn into promoters. By focusing on them and their needs, you can keep them on the right path all the way around the globe.

Every customer, ultimately, has their own journey. At RDI-Connect, we focus on making sure every prospect and customer is treated to the most meaningful experience across all channels so that your business attracts sales and retains positive promoters. For more information, please download our white paper The Customer Experience Playbook: Providing Unmatched Service in Today’s Multichannel Landscape. Connect with us today to learn more about the services we can provide your business.


Publish Date: February 2, 2017 5:00 AM

2021 Buyers Guide Customer Relationship Management

Alliance Infotech Pvt Ltd

alliance Infotech (P) Ltd. is an ISO 9001:2008 certified company and OEM having more than a decade of experience in CRM and Computer Telephony (CT) software solutions. Our CT products are sold in Telecom, Police, Media, Bank, Corporate, Defense and Contact-Centers. We have established technical relationship with leading component providers as a Digium Select partner, Sangoma, Microsoft Certified Partner and Dialogic amongst others.

Alycom Business Solutions

CRM Solutions, Digital Marketing, Business Management Consultancy, HubSpot CRM, SugarCRM, Goldmine CRM
Since 2000, we help businesses to grow and increase revenues. We are a certified CRM solutions provider and digital marketing agency that align and automate your marketing and sales efforts to connect with ideal customers and make customers for life.

We strive every day to learn, improve, and grow in our ability to bring practical, efficient, state of the art, and affordable solutions for our customers. We use latest technologies to improve your business's marketing, sales, and customer relationship management.

We are looking forward to serving you with our knowledge, expertise, and experience, so you and your team may benefit by closing more sales, providing exceptional service to and retaining customers for life.


Zoho CRM Suite
Zoho CRM is a world leading cloud based customer relationship management suite covering all CRM functionalities a modern company needs :
- Multi Channel Lead Management
- Sales Force Automation
- Quotation & Order Management
- Full 'Lead to Order' process
- After Sales Services
- Social Media Management
- Mass E-mailing & Marketing Automation

& several other capabilities

Commence Corporation

Commence CRM
Comprehensive solution for automating sales, marketing, customer service ticketing and project management.
PH: 732-380-9100

eGain Corporation

eGain Solve™
eGain Solve™ is the industry’s leading cloud solution for omnichannel customer service and engagement. As the industry’s only unified customer engagement and knowledge management software suite, eGain Solve helps businesses design and deliver smart, connected customer journeys across social, mobile, web, and contact centers. The suite consists of modular, best-of-breed applications built on a unique customer engagement hub platform, eGain CEH™ Platform, that combines 360-degree customer context, intelligent process guidance, and actionable knowledge to enhance every customer interaction. The web-services-based architecture of the platform enables rapid innovation and extension of customer engagement capabilities.


FinCRM - CRM Software
FinCRM holds expertise in providing Customer Relationship Management (CRM) software and Full Stack Office Management solutions. The company possesses prowess in developing tailored CRM software solutions with integration of advanced features to empower your workforce and lead to the pathway of lucrative business opportunities. It also offers CRM integrated Office Management Software to streamline your internal operations, improve marketing proficiency, and upsurge productivity.

FinCRM is developed to serve several industries, including insurance, bank, NBFC, education, e-commerce, auto dealership, and more. The software is developed in such a way that any industry player can customize it...
(read more)
PH: 9962646830

MFE International

Creatio(formerly bpm'online) Process-driven unified CRM
Unified Marketing, Sales, Service CRM built on a business process management (BPM) platform. Award winning CRM .Recognised by Gartner, Forrester, OVUM, Nucleus research as leading marketing automation, sales automation, customer engagement, business process automation and dynamic case management software.
A new process-driven CRM and not the traditional CRM type.
PH: 96386615

NetHunt CRM

NetHunt CRM
NetHunt CRM blends entirely with Gmail, placing the full-featured CRM right next to your emails. Everything you need is now available in Gmail inbox: customer profiles, deals and opportunities, data filters and views, team collaboration, email tracking, bulk email campaigns, and much more! Simple setup process, intuitive UI, and personal guidance of customer success allow quick integration.

Core Functionality:
- one-click lead capturing;
- pipeline and deals stage management;
- unmatched integration with G Suite apps;
- integration with Linkedin and other apps via Zapier;
- automated contact sync;
- bulk email campaigns, open and clicks tracking;
- dashboard, performance reporting, and tasks;
- full customisation.


A complete contact centre technology offering including a flexible and highly configurable CRM solution which can be multi-tenanted, relational and visually configured. CRM entities are fully embedded in a sophisticated dynamic call scripting drag & drop solution which allows for complex process flows and integration to external systems for the delivery of an integrated intelligent agent desktop solution. The solution can be integrated to telephony for both inbound and outbound using the Noetica Voice Platform which is a fully featured contact centre telephony platform.
PH: +44 345 0181 070

Notoriety Group

Customer Relationship Management
We Offer a great service level to outsourcers, our teams are focus to provide an added value to end clients and our partners.
we provide services with excellence. Our customer centricity is our secret to always deliver a great customer experience.
NOTORIETY is your power to grow and thrive
PH: +212645845790


Customer Relationship Management enables you to focus on your organization’s relationships with individual people – whether those are customers, service users, colleagues, or suppliers.

CRM is a hybrid business solution that can increase sales and marketing efficiency many other key customer relationship matters. CRM platform enables you to focus on your organization’s relationships with individual people – whether those are customers, service users, colleagues, or suppliers.

Benefits :
- Help to see 360 degrees of customer view perspective
- Analysis to measure performance and gain new target and business insight
- Tracking and scheduling are centralized in one database
- Help to stay abreast and stay close each other, increase productivity.
PH: 0217991445


Trendzact CRM
Trendzact’s CRM case management platform specializes in contact engagement centers with complex workflows or integrations. Our features, full customization, scalability, native on-demand AI and flat-fee pricing sets us apart from the competition.
PH: 3854343250

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