Driving scalable growth through exceptional customer experience

Establishing and managing a business in Nigeria can be very challenging, especially when competing for customer attention and scarce resources. Delivering exceptional customer experience would be a strategic approach for businesses operating in Nigeria that want to stand out, take advantage of the opportunities, break-even, and stay successful.

Businesses usually have a common goal of expansion. However, linear growth may no longer suffice when the competitive business landscape is fierce. Instead, companies should strive for growth at scale to increase their revenue without a significant influx of additional resources.

One of the most crucial starting points for growth at scale is to focus on customer experience (CX). CX can be defined as the comprehensive range of a customer’s cognitive, emotional, sensory, and behavioural reactions throughout their entire journey with a company, spanning from pre-purchase to post-purchase stages. CX can either be a catalyst for success or the downfall of a company.

While it may appear as an exaggerated claim, it carries substantial weight when considering that, according to one report, 81% of customers say that a positive customer experience significantly increases their likelihood of making repeat purchases. Equally noteworthy is that 61% of customers would readily switch companies after one negative experience. These statistics emphasise the importance of cultivating and maintaining a superior customer experience.

Understanding the significance of CX is one thing, but delivering exceptional experiences is an entirely different matter. Bearing this in mind, how can organisations guarantee that they consistently deliver the utmost satisfaction to their customers? Although the answer may differ depending on the specific industry, there are several fundamental steps that any organisation can undertake to achieve this goal.

The power of contextual data  

One of the most impactful measures to undertake involves dismantling data silos. It’s critical to recognise that information fuels every department within an organisation. Ensuring access to contextual data empowers customer-facing teams to have impactful engagement with the customers, thereby improving the experience they can provide.

Furthermore, it enables the delivery of personalised experiences to each customer, further augmenting their perception of the organisation. In this regard, implementing a customer experience platform assumes significant importance. Ideally, such a platform should offer seamless and contextual data flow between different systems, single sign-on (SSO), and granular access control. At Zoho, we have dedicated efforts to incorporate these features into our customer experience platform— Zoho CRM Plus—that brings sales, marketing, support and other customer-facing teams together.

A single view of marketing  

Consolidating customer data is vital for organisations, but having a unified perspective on their marketing endeavours is equally crucial. Recognising that the customer experience encompasses all organisational interactions, even before a purchase is made is essential.

It’s also important to remember that marketing doesn’t just entail advertising. It also includes your online and offline branding, social media presence, and media and stakeholder relations.

So, it’s critical to deliver consistent experiences throughout your marketing activities. Achieving this goal requires that the whole marketing department has insight into each and every activity carried out by different teams. This approach prevents the duplication of efforts, promotes transparency, and provides visibility to the managers who can use the insight to assess the impact of various activities.

Read also: Key takeaways from the Zoho-powered Technext Convo session with Opay’s Olu Akanmu and Kehinde Ogundare

Get the post-purchase service right  

After a customer makes a purchase, following up with them non-intrusively to gauge their satisfaction with the product and the service they received is essential. By collecting feedback, businesses can obtain valuable insights that can be used to further improve not just their engagement with a particular customer but also their offerings.

Any company that listens and acts on customer feedback will sooner or later outperform its competitors.   

Feedback on the customer experience is the foundation for further enhancing the post-purchase experience by enabling accurate recommendations of other relevant products from the inventory. This iterative process ensures that the customer experience continues to evolve and improve, fostering long-term customer loyalty and driving repeat purchases. Even a simple survey tool can help a company gather valuable insights, which can then be used to improve overall CX efforts.

Building a foundation of excellence  

While numerous elements contribute to creating an exceptional customer experience, the above foundational principles are undeniably crucial. With these fundamentals firmly in place, businesses can proactively cultivate an environment conducive to fostering long-lasting customer relationships and achieving sustainable growth.

This article was contributed by Kehinde Ogundare, Country Manager, Zoho Nigeria