{"id":80506,"date":"2022-10-01T05:30:00","date_gmt":"2022-10-01T09:30:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=80506"},"modified":"2022-10-11T13:44:02","modified_gmt":"2022-10-11T17:44:02","slug":"improving-customer-experience","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/improving-customer-experience\/","title":{"rendered":"Improving Customer Experience: The 3 Steps to Success"},"content":{"rendered":"\n<p>Are your customers happy about their experience with your brand? How does customer experience affect your bottom line? <\/p>\n\n\n\n<p>Excellent customer experience is what gets people to stick around and become loyal to your brand, ensuring a strong bottom line. Therefore, <a href=\"https:\/\/www.shortform.com\/blog\/how-to-improve-customer-experience\/\">improving customer experience<\/a> should be an ongoing effort of any business. <\/p>\n\n\n\n<p>Here&#8217;s how to elevate your customers&#8217; experience in three steps. <\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-elevate-your-user-experience\"><strong>Elevate Your User Experience<\/strong><\/h2>\n\n\n\n<p>Improving customer experience is important for any kind of business, especially in today&#8217;s competitive marketplaces. The better your customers\u2019 experience with your company, the more customers you will retain and the more referrals you\u2019ll receive.<\/p>\n\n\n\n<p>To provide a <a href=\"https:\/\/www.shortform.com\/blog\/great-customer-experience\/\">great customer experience<\/a> and retain your customers, you must make it easy for your customers to get a taste of the core value of your product. Follow the authors\u2019 three steps to do this:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>First, map the steps to your click moment: <\/strong>Identify each step users must take to reach the core value of your product\u2014everything from signing up and payment to product tutorials.&nbsp;<\/li><li><strong>Next, measure how far people get toward that moment: <\/strong>Analyze your data and create a report that shows how many users \u201cbounce\u201d (leave the website) at each step.<\/li><li><strong>Then, survey your users: <\/strong>Reach out to users who did and didn\u2019t drop at each step. Ask those who left what caused them to bounce, and ask those who stayed why they stuck around.<\/li><\/ul>\n\n\n\n<p>These three steps give you a clear picture of what you can adjust to get more users to reach your product\u2019s core value. According to the authors, you often need to<strong> reduce friction<\/strong>\u2014things that slow down or complicate the process\u2014to get more users to follow through.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>What Is User Experience Design?<\/strong><br><br>The authors don\u2019t go into detail on <a href=\"https:\/\/xd.adobe.com\/ideas\/career-tips\/what-is-ux-design\/\">the basics of user experience design<\/a>, so we\u2019ll discuss it briefly for context. \u201cUser experience\u201d (UX) refers to how your users interact with and experience your product; UX <em>design<\/em> means crafting a user experience that gets users to have the interactions and experiences you want them to. In other words, you can design your product and website to increase the chances that your users have a good experience.<br><br>UX design isn\u2019t just digital, though. One great example of physical UX design is Apple\u2019s packaging of iPhones\u2014user experience is that moment when you open the sleek, clean new phone box and reveal everything placed neatly inside.&nbsp;Good UX design should emphasize several key features:<br><br><strong>1)<\/strong> <strong>User-Friendly: <\/strong>The product should be easy to use and not confusing.<br><br><strong>2) Solve a problem:<\/strong> Any good product must be a valuable solution to your user\u2019s problem.<br><br><strong>3) Appealing:<\/strong> Good UX design should be visually and aesthetically appealing.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>The authors recommend two core strategies to reduce friction and optimize for user engagement:<\/p>\n\n\n\n<p><strong>Strategy #1: Optimize your new user experience (NUX)\u2014<\/strong>First, eliminate friction in your new user experience. A bad NUX causes customers to bounce, whereas a good NUX helps users see how your product can become a valuable part of their daily lives. The authors recommend running growth hack experiments on your NUX\u2019s landing page, language, aesthetics, and any steps the users have to take. They also suggest trying <em>single sign-on<\/em> (using an existing account with a major tech company to quickly create a new one) and\/or giving users a free trial that highlights the core value of your product.<\/p>\n\n\n\n<p>(Shortform note: Note that when designing your website\u2014landing page, sales pages, and so on\u2014there\u2019s a fine line between \u201cscrappy\u201d and \u201cshady\u201d design. In 2010, UX designer Harry Brignull founded deceptive.design (formerly darkpatterns.org) to <a href=\"https:\/\/www.deceptive.design\/types\">inform consumers of what he argues are unethical design tricks<\/a>. Deceptive design patterns involve making it difficult to back out of subscriptions, adding hidden fees and costs to purchases or subscriptions, and misdirecting the user\u2019s attention with colorful buttons and easy-to-miss text.)<\/p>\n\n\n\n<p><strong>Strategy #2: Use triggers to keep users coming back<\/strong>\u2014Triggers are prompts that get people to respond or react in some way. These include push notifications, emails, and calls to action. Whatever triggers you use, make sure they concisely remind the user of your product\u2019s value or alert them to a new feature or upgrade. According to the authors, you can use triggers to get users to <a href=\"https:\/\/www.shortform.com\/blog\/form-a-habit\/\">form a habit<\/a> of using your product. However, be aware that people are targeted by endless triggers today. If you overdo it or lack finesse, customers might think you&#8217;re annoying or even sleazy and corrupt.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: One reason to avoid going overboard with triggers is that <a href=\"https:\/\/www.cmo.com.au\/article\/642102\/why-customer-trust-more-vital-brand-survival-than-it-ever-been\/\">once you lose your customer\u2019s trust, you might struggle to get it back<\/a>\u2014if you can at all. In addition, <a href=\"https:\/\/www.colourgraphics.com\/blog\/ethical-unethical-marketing\/\">some argue that it\u2019s best to avoid using triggers that cause customers to have negative emotions<\/a>. This could include using artificial scarcity to induce anxiety that leads to a purchase, or causing people to feel that they\u2019re going to suffer or struggle without your product.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are your customers happy about their experience with your brand? How does customer experience affect your bottom line? Excellent customer experience is what gets people to stick around and become loyal to your brand, ensuring a strong bottom line. Therefore, improving customer experience should be an ongoing effort of any business. Here&#8217;s how to elevate your customers&#8217; experience in three steps.<\/p>\n","protected":false},"author":7,"featured_media":10100,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,103],"tags":[763],"class_list":["post-80506","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-sales","tag-hacking-growth","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Improving Customer Experience: The 3 Steps to Success - Shortform Books<\/title>\n<meta name=\"description\" content=\"Improving customer experience should be an ongoing effort in any business. 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Here&#039;s how to elevate your customers&#039; experience in three steps.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/improving-customer-experience\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2022-10-01T09:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-10-11T17:44:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/understanding-customer-needs-spin-selling-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1708\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Darya Sinusoid\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darya Sinusoid\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/improving-customer-experience\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/improving-customer-experience\/\"},\"author\":{\"name\":\"Darya Sinusoid\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46\"},\"headline\":\"Improving Customer Experience: The 3 Steps to Success\",\"datePublished\":\"2022-10-01T09:30:00+00:00\",\"dateModified\":\"2022-10-11T17:44:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/improving-customer-experience\/\"},\"wordCount\":838,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/improving-customer-experience\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/understanding-customer-needs-spin-selling-scaled.jpg\",\"keywords\":[\"Hacking Growth\"],\"articleSection\":[\"Business\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/improving-customer-experience\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/improving-customer-experience\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/improving-customer-experience\/\",\"name\":\"Improving Customer Experience: The 3 Steps to Success - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/improving-customer-experience\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/improving-customer-experience\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/understanding-customer-needs-spin-selling-scaled.jpg\",\"datePublished\":\"2022-10-01T09:30:00+00:00\",\"dateModified\":\"2022-10-11T17:44:02+00:00\",\"description\":\"Improving customer experience should be an ongoing effort in any business. 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