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Customer Experience Will Determine the Success of Your Company

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Customer Experience Will Determine the Success of Your Company

Opinions expressed by Entrepreneur contributors are their own.

It’s no secret that successful companies are the ones with satisfied customers. But while many executives claim to understand the importance of customer experience (CX), it often falls by the wayside as resources are channeled into product development. Yet as we wrestle with a global recession, how you interact with your customers is more vital than ever before. Customer experience is, in fact, the single ingredient that will determine the success of your company.

Thomas Barwick | Getty Images

According to Adobe’s 2020 Digital Trends report, the majority of companies stated that their key focus this year was on customer experience. CX was ranked higher than content marketing, video marketing and even social media. It’s really no surprise, considering that focusing on customer experience can vastly increase a company’s bottom line. 

Research by the Temkin Group found that companies with a turnover of $1 billion annually can expect to earn an additional $700 million within three years when they invest in CX. A further report by SmartInsights revealed that businesses offering better customer experience earned between 4 and 8 percent more than their competitors. And a survey by Deloitte found that 88 percent of companies now prioritize customer experience in their contact centers.

Related: How to Improve Your Bottom Line by Embracing Customer Experience

The Use of Technology in Customer Experience

Technology plays a key role in creating a memorable customer experience each time a client interacts with your brand. This can include simple tools such as the use of dedicated landing pages and customized emails, as well as more complex CX technologies such as intelligent live chat and AI-based algorithms that can help companies understand customer preferences. 

Netflix, for example, uses AI to mine the data of its subscribers and provide highly personalized experiences to more than 180 million subscribers worldwide. 

“We own the Netflix customer experience from the moment they sign up, for the whole time they are with us, across TV, phone and laptop,” stated Todd Yellin, Netflix’s VP of Product Innovation, in an interview with The Guardian. 

The content-streaming platform invests in making customers happy by eliminating friction from the customer journey. In 2016, the company revealed that it used hundreds of A/B tests each year to see how subscribers responded to recommendations. Running these types of experiments allowed Netflix to master the content-delivery algorithm and improve customer retention. 

Between 2016 and 2020, Netflix doubled its number of users worldwide. That was possible through attracting new subscribers, but also because the company was obsessed with providing excellent customer experience that encouraged continued subscriptions.

Brands that create a company culture focused on customers help their employees work together to achieve the same goal: making customers happy. Two decades ago, in an interview with CNBS, Jeff Bezos gave the recipe for creating a successful global company, saying, “If there’s one thing Amazon.com is about, it’s an obsessive attention to the customer experience, end-to-end.”

Amazon is known for delivering unmatched customer experience and making its clients happy. The number-one online retailer has been innovating in the industry for more than 20 years using advanced technology to create the ultimate shopping experience from highly tailored recommendations to effective delivery strategies. 

Why Brands Should Optimize Their Touchpoints 

Customer experience impacts the way they make buying decisions. In fact, even as far back as 2006, a study by McKinsey found that 70 percent of buying experiences are based on how the customer feels they are being treated. This means your company must focus on more than just providing a high-quality product, and consider the customer experience at every touchpoint with your brand.

You don’t necessarily have to invest in additional staff members of expensive algorithm software. CX technology is accessible to brands of all sizes and allows any company to gather and use data to better understand its users. Moreover, the need to focus on customer experience isn’t limited to online retailers or streaming services. All companies can benefit from optimizing their CX. 

According to Adam Hasaik, for example, founder of Access Jet Group, one of the easiest ways to improve customer experience is to give clients options and comfort. “There’s nothing restrictive about what we offer to our clients,” he explains on the company’s website. “Therefore we secure their business repeatedly. We give traveling clients maximum convenience and comfort. They can hail a charter flight, choose the jet size, and select among add-ons such as sleeping quarters and cabin hosts.”

Access Jet puts the client in the driver’s seat, which increases customer satisfaction and reduces complaints. The results are increased loyalty and positive reviews. Better yet, satisfied customers become advocates of a brand, as they make recommendations and spread the word about a company’s quality services. 

Customer Experience in Affiliate Marketing 

Affiliate marketing is a good example of how excellent customer service can help secure business growth. Using affiliate marketing, a company can collaborate with third parties to reach the right audience in a personalized manner, all while providing an excellent customer experience. 

An affiliate program allows companies to connect with warm leads that have already been engaged in conversations. That’s because the third-party service has already spent hundreds of hours learning about their audiences and their expectations. 

Services like Affiliate Institute show how affiliate marketing broadens the field of who can play and allows more companies to access rich data about their targeted audience. Marketers can then use this information to optimize touchpoints and treat customers well at every interaction.

The principle is similar to that used by Netflix or Amazon, with the difference being that you don’t do the A/B testing yourself. Affiliate marketers test the audience to see what works and what needs to be improved. Then, they apply the right strategies to market your product and consolidate your relationships with prospects and customers. 

Related: How to Earn Customers’ Trust

Customer experience is vital to business success, with more than two-thirds of companies competing primarily on this factor. When you nail your company’s CX, you can establish your brand as the go-to provider, even in a tough market with established competitors. It may seem like an additional cost at a time when many companies are trimming their budgets, but investing in customer experience is vital to your long-term success.


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How to Determine The Ideal Length of Your Marketing Emails Your Customers Will Actually Read

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How to Determine The Ideal Length of Your Marketing Emails Your Customers Will Actually Read

Opinions expressed by Entrepreneur contributors are their own.

Email marketing is booming: last year, 52% of marketers said their campaign’s return on investment (ROI) doubled, while 5.7% of marketers experienced an ROI four times larger compared to 2022, a Statista report shows.

How can you create similar results for your business this year?

The effectiveness of email marketing comes down to a few key factors:

  • Knowing your audience and its pain points and desires.
  • Creating emails that respond to those specific needs.
  • Getting your emails in the inbox, where your subscribers can interact with them.

As the CEO of a B2B email marketing company, I often hear from customers about their top challenges. A big one? Creating emails that really engage and drive results. Getting the content, length and audience targeting just right is tough.

Related: How to Get People to Open – And Read – Your Emails

Most of your prospects prefer shorter emails

If you’re struggling to make your emails more engaging, here’s an aspect you may be overlooking: just make them shorter. Recent data from a ZeroBounce report shows that 66% of consumers prefer short emails, and only 6% favor longer ones.

But keep this caveat in mind: For 28% of people, email length becomes irrelevant if the content is well-tailored to their needs and interests.

It’s no surprise that people prefer shorter marketing emails. When inboxes are clogged with messages, why would you opt for a long message instead of a quick note? Concise and direct emails respect your prospects’ time and have a higher chance of getting their attention. But while most people prefer brevity, the quality and relevance of your emails are what truly capture and retain interest.

The message is clear for the 28% who don’t mind the length: When an email resonates well with their needs or interests, they’re willing to invest more time, regardless of word count. This segment of your audience is receptive to more in-depth content that speaks directly to their challenges.

How to determine the right email length

So, how do you strike the right balance between brevity and substance? The key is to start with understanding your audience. Segment your email list based on behaviors, preferences and past interactions. This segmentation allows you to tailor your messages more precisely. Also, you probably send different types of emails. That aspect alone should guide your approach:

  • Newsletters can be longer and cover several pieces of information in more depth.
  • Drip campaigns can consist of a series of emails that gently push your prospects closer to a purchase. Those emails can be short — sometimes, a few lines followed by a call-to-action (CTA) is enough.
  • Targeted campaigns, such as a discount or free offer, can have an engaging image paired with a couple of sentences and a catchy CTA button.

If you’re still unsure whether your email is too long, here are a few tips to save you time and make things easier.

Start with a clear goal

Every email should have a clear purpose. Whether it’s to inform, increase engagement or drive sales, your goal will dictate the necessary length. Don’t add fluff just to extend an email; keep it as long as necessary to fulfill its purpose.

Choose simplicity and clarity

Use simple language and clear CTAs. Marketing emails rarely benefit from any metaphors. Your email should guide readers smoothly from the opening line to the desired action without unnecessary detours.

Personalize to the last detail

Use what you know about your customers to tailor your emails. When marketing emails feel personal, people care more about the message and less about the length.

Test and adjust to what your audience likes

Studies can point you in the right direction in terms of consumer preferences, but only you can determine what your audience responds to the most. Before sending your next email, consider A/B testing different lengths. Then, analyze your metrics to see what performed best.

Improve your layout

Sometimes, the way information is presented can affect how we perceive the length of an email. Breaking text with relevant images or using bullet points can make longer emails appear more digestible and engaging.

Related: 4 Things You Can Automate in Your Email Marketing That Will Save You Time and Drive Sales

Ask your subscribers

Asking for opinions shows you care about serving your audience better, so why not include a poll in your next newsletter? Allow your subscribers to tell you how long they’d like your emails to be. Nothing beats direct customer feedback in helping you create more effective campaigns.

Bonus tips to increase email engagement

Here are a few extra tips to help your next emails get more clicks:

  • Try to keep your subject lines between 30 and 50 characters. Not only will your subscribers process them faster, but keeping your subject lines short ensures they display well on all devices.
  • Check your email list health to avoid bounces and the likelihood of landing in the spam folder.
  • Assess your spam complaint rate – it should be under 0.1% to comply with Yahoo and Google’s new email-sending rules.

Also, remember your goal is to connect with your audience genuinely, no matter how many words it takes to get there. If your email ends up longer than you’d planned but addresses a topic many of your subscribers care about, don’t worry. Engaging content can often justify a longer read.

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Get $60 off This Portable VPN Travel Router

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Get $60 off This Portable VPN Travel Router

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

More than 50% of ransomware attacks targeted companies with fewer than 100 employees (according to StrongDM), so it’s important for businesses to use powerful VPN services. The problem is that the monthly fees can add up. Now, however, you can get robust portable VPN protection with a Deeper Connect Air Portable VPN Travel Router.

This physical device provides encrypted browsing and is completely decentralized. So, while you have the advantage of using more than 150,000 servers, no data is stored on any of them. It has a compact design and weighs just under an ounce, so you can take it anywhere. Once you buy it, it’s yours for a lifetime, with no annual or monthly fees.

The plug-and-play setup is effortless; no configuration is required. You can connect up to five devices simultaneously, with each able to enjoy unlimited streaming of favorite content around the world. The VPN blocks ads and unlocks geographical restrictions. There are also parental controls to keep your children safe online with a single click, as well as enterprise-level cybersecurity features, including military-grade encryption for maximum protection.

Unlike many VPN solutions, the Deeper Connect VPN travel router doesn’t slow down your internet speed. Its 300 Mbps connection and more than 80,000 worldwide nodes allow you to seamlessly stream anything you like at lightning-fast speeds, no matter where you are. Better yet, it has intelligent software that will switch nodes depending on your internet usage, utilizing multiple nodes simultaneously to support different applications.

It works as Web 3.0 infrastructure and for Blockchain mining. It’s the ultimate all-in-one internet security solution.

Get a Deeper Connect Air Portable VPN Travel Router for just $159 using coupon code: CONNECT, a 27% discount off the regular $219 retail price.

StackSocial prices subject to change.

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The Content CEO Shares His Secret for Success

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The Content CEO Shares His Secret for Success

Opinions expressed by Entrepreneur contributors are their own.

Have you ever wondered how some people turn their passions into successful careers? Roger Rojas, known as The Content CEO, says that it comes down to staying curious, seizing opportunities, and surrounding yourself with supportive individuals.

Related: Here’s How to Write Your Own Formula for Success

Saying Yes to New Challenges

On this episode of The Jeff Fenster Show, Roger stresses the value of saying yes to new challenges. He recounts how he initially started as a photographer, but when the opportunity to learn videography arose, he didn’t hesitate to take it. This willingness to step out of his comfort zone and embrace new challenges allowed him to expand his skill set and open doors to new opportunities.

Listen in and hear Roger’s inspiring journey to learn how he created a business and brand around his love of content creation.

About The Jeff Fenster Show

Serial entrepreneur Jeff Fenster embarks on an extraordinary journey every week, delving into the stories of exceptional individuals who have defied the norms and blazed their own trails to achieve extraordinary success.

Subscribe to The Jeff Fenster Show: Entrepreneur | Apple | Spotify | Google | Pandora



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