Often, companies use phrases like “tracking and overseeing the customer lifecycle” to define customer experience management. This overcomplicated definition misses the mark. Companies with this perspective essentially ask themselves, “How do we make our customer experience better?”
Instead, companies should ask themselves, "What kind of experience do we want to create for our customers, inside and outside the four walls of our business?” By investing in the drivers of customer experience, rather than the experience itself, businesses commit to ongoing engagement and iteration — they never settle for the status quo. As a result, the definition and goal of managing customer experience become much more clear:
Before, during, and after they visit, give customers the best experience possible so that they continue to return.
When figuring out a starting point for improving customer experience, many businesses make the same mistake — they assume that the all customers are created equal.
Basic Pareto principle at work, but
64% of revenue comes from the top 25% of customers, and 83% of revenue comes from the top 50% of customers. Trying to address all customers at once makes no sense; you’re boiling an ocean. Instead, businesses looking to succeed in improving customer experience should allocate resources according to a customer’s value for their business.
And there’s no customer more valuable than VIPs — those loyalists who spend more money and visit more often than anyone else. To successfully manage the experience for VIPs, businesses need to design a customer experience that encompasses all the following:
Offers VIPs unique advantages:
think like an airline, the best customers get the best benefits.
Makes VIPs feel important:
provide a way for your best customers to voice their feedback, and make sure to respond.
Gives VIPs first opportunities:
when you want to try out something new (like driving traffic to a new day),
reward your best customers for leading the way.
Iterates and improves the VIP experience:
improving your best customers’ experiences is a long-term process; meticulously track results toward clear goals.
Automates processes to make VIP experiences effortless:
for example, design an algorithm to instantly welcome customers into your upper echelon once they reach VIP status.
Above all, make sure you commit to highlighting your VIP program as a “thing” — promote it, talk about it, make it cool. Remember, you have to take an active role in building VIP-level loyalty. A passive approach won’t work.
Thanx VIP creates an entirely unique experience for a merchant’s best customers. In the Thanx app, VIP customers access a (literal) gold card that gives them exclusive benefits as top-tier spenders. Customers maintain their elite status as long as they continue making purchases at the designated VIP level.
Due to the importance of retaining top customers, Thanx VIP is 100% customizable. Merchants can design a program perfectly suited to retain their highest-value loyalists, including what percent are eligible for VIP status, how long to award VIP status, what incentives to include in the program, and how to notify customers about qualifying (and continuing to qualify) for VIP status.
Best of all, the experience is effortless. Simply turn on VIP, and start making your best customers feel special, no matter what location they visit, what time of day they stop in, or which employee they meet at one of your brand locations.
The results speak for themselves.
Average 40% increase in sales.
Please see the Thanx
1-Click Marketing Campaigns
for more details, but VIP works because it targets only a select group of customers — via a channel with
50–80% open rates
— to produce precise and measurable results.
If you have more questions about VIP, or how customer experience or relationship management works, please
and we’ll get right back to you. We’re happy to help you figure out how to reach your goals for identifying, engaging, and retaining your best customers.