How Improving Customer Experience Can Help Small and Medium-Sized Businesses

Getting more work doesn’t have to mean more activity for those who are already on the edge of their wages. Small and medium-sized businesses are in a unique position to win new customers by improving the customer experience (CX) easily but effectively. CX is not just about alleviating pain points and improving efficiencies with big investments, legal technology, and artificial intelligence (AI). At its simplest, CX is about the emotional impact of every interaction with your brand, and it’s the secret to getting more work out of less.

Why CX and why now?

We cannot ignore our post-pandemic landscape. Potential customers have had their trust in service delivery and advertising damaged, deprived of human experiences and connections, and weary of economic uncertainty. People want “people first” and value.

Instead of thinking about what else you can do to attract new customers, start by putting yourself in your prospect’s shoes and looking at their current activity. How does it make you feel? Can it be improved in reference to emotional drivers?

Emotional Drivers

Harvard Business Review has identified more than 300 emotional drivers, but there are six key drivers essential to a law firm’s buyer’s journey:

1. I can trust in you
2. You already know how I am
3. You make it easy
4. You understand me
5. You will deliver
6. You solve my problems

Let’s look at some examples of how these psychological boosters can help you get more work.

Networks

Many lawyers believe that the goal of networking is to sell their services, but when it comes to cold contacts, selling could have a negative impact. Instead, focus on building connections and making people feel seen, heard, and valued. Prospects will feel like you met them and made it easy for them to talk to you, making it memorable and a welcome follow-up. They will be happy to join your professional network, where they will be exposed to your useful content, allowing them to effortlessly move up the buyer’s journey.

Content Marketing

Use your marketing to show that you know and understand your prospect’s needs and wants. Check out your approach to content marketing with a service mindset:

• What can you write about that makes it easy for the potential customer to get the information they need, in the format they want?
• How can you show that you understand and solve their problems?
• What tone of voice can you use to make sure you sound approachable and make it easy for them to contact you when they’re ready?

The easiest way to do this is to research what questions customers are looking for answers to just before they need your service and answer them in a conversational style. This not only benefits the potential customer but it will also be well received by search engines and social media algorithms, organically growing your audience.

Generating Queries

Our prospects are doing more due diligence than ever on buying decisions. By the time a potential customer picks up the phone, they’ve already checked out your website, your testimonials, and your LinkedIn profile. Make sure your online presence works hard for you:

• Does your website make it easy for the customer to find what they need and does the text make them feel understood?
• Are you sharing testimonials online to show that you can be trusted to deliver?
• Will your content show them how you solve their problems?
• Is it easy for you to submit an inquiry online?
• If a potential customer calls your business, will they feel valued?

Making an inquiry is the first experience a potential client has of what it is like to be a client of your company. Be sure to bolster their trust with a robust first contact process.

Conversion Conversations

When customers contact your company, they are ready to make a buying decision. They don’t want to contact other companies, so provide them with instruction, without giving free advice. Here’s a simple six-step framework you can use to help customers understand the value of your service and neutralize price resistance:

Expanding on the Topic: Unique Insights and Perspectives

Improving customer experience is not limited to big investments in technology and AI. It is about understanding the emotional impact of every interaction with your brand. By focusing on the six key emotional drivers – trust, understanding, ease, delivery, problem-solving, and familiarity – small and medium-sized businesses can enhance their customer experience and win new customers.

One way to improve customer experience is through effective networking. Instead of treating networking as a sales pitch, businesses should focus on building connections and making prospects feel valued. By creating memorable and positive interactions, businesses can nurture relationships and attract new customers to their professional networks.

Content marketing is another powerful tool in improving customer experience. By understanding customers’ needs and wants, businesses can create valuable content that addresses their problems and showcases their understanding. Through research and a conversational writing style, businesses can provide helpful information and establish themselves as trusted authorities in their field.

In today’s digital age, customers are conducting thorough research before making buying decisions. Businesses must ensure that their online presence meets customers’ needs. Websites should be user-friendly and provide easy access to information, testimonials, and contact forms. By creating a seamless and trustworthy online experience, businesses can establish themselves as reliable and competent service providers.

When customers reach out to a business, they are ready to make a buying decision. However, businesses must guide them without giving away free advice. By employing a structured framework to demonstrate the value of their services and address price resistance, businesses can effectively communicate their expertise and expertise.

In conclusion, improving customer experience is a crucial strategy for small and medium-sized businesses looking to attract and retain customers. By focusing on the emotional drivers and providing exceptional service at every touchpoint, businesses can create positive and memorable interactions that lead to customer loyalty and increased work. Networking, content marketing, online presence, and effective communication are all essential components of enhancing customer experience and driving business growth.

So, if you are a small or medium-sized business, don’t underestimate the power of customer experience. Invest time and effort in understanding your customers, addressing their needs, and creating meaningful interactions. By doing so, you can differentiate yourself from competitors and position your business for success in a post-pandemic world.

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