Apiary together with Twilio, a cloud communications platform as a service company based in San Francisco held a Webinar series to enlighten business owners and professionals in the growth and marketing fields to serve their customers better. In this webinar, there are four speakers who are experts in Customer Experience. The speakers are Mahardi as Head of Business Development and Growth at TADA Indonesia, Fri Rasyidi as Co-Founder of Farmacare, and Ferdi as Merchant Marketing at Gojek, and Irwing Antonio as Mid-Market Account Executive at Twilio.
Here’s the summary of the event that will useful for you. Happy reading!
1. How Do You Define a Good Customer Experience.
A good customer experience should be seamless and easy, giving us balance between the customer (who gets a comfortable experience) and business (who gets enough data to carry out the retention process).
Besides that, we need to know what our customers need & want through various touchpoints to convince them that we are the best solution to achieve their goals. This can be done by having a proper planning, strategy, and the right communication channel based on their preference.
Using the right communication channel, we will be able to do personalization and manage data entry to get actionable impact and improve customer experience.
2. How CRM Software or Tools Can Help the Process of Improving Customer Experience
Using a software or tool could help us personalize and determine the right strategy, understand the “signal” that customers give, so that we can create conversion and increase loyalty.
It is important to remember that it is not about the gun, but the person behind the gun. Therefore, before determining the software or tools to use, determine your objective, parameter, and budget.
3. How a Good Customer Experience Can Help Start-up Growth
Fact: A 5% increase in customer retention can increase a company’s profitability by 75%. – Bain and Co
With a good Customer Experience, there are three impacts to the company:
- Increase frequency of transaction
- Increase spending (upgrade product)
- Support cross-selling product
Tips to improve: Don’t forget to prepare and pay attention to 6 P’s of marketing (product, price, place, promotion, process, people), combined with customer experience strategy.
Other than that, with optimized data and the right human touch, we could increase the transaction and reduce CAC (Customer Acquisition Cost). With more customer transactions, the cost will automatically decrease and make the company more profitable.
And this is also related to what communication channel you choose based on customer preferences and company priority stage.
In the end, “Business should be profitable, bring a good revenue, and for doing so, you need to have a good customer experience.”
Watch full session of the webinar here