How Machina Maximus became successful again through an improved customer experience
CX story: A company focuses on better CX - and benefits
According to NTT Ltd's Global CX Benchmarking Report 2020, companies that provide excellent CX achieve on average 17% higher sales than companies with average CX. In addition, 96% of the companies surveyed said that CX was an important factor in their business growth. So one thing is clear: CX is an extremely important factor for business success. The story of our example company is intended to show how CX problems can be identified and addressed in order to become (more) successful as a company - and remain so in the long term.
Customer complaints at Machina Maximus
Machina Maximus is a company that manufactures high-quality drills. Despite the acclaimed quality of its products, however, it is struggling to retain customers, let alone attract new ones. This is threatening its commercial success. It is puzzling: What could be the reason? After some time, it turns out that there are customer complaints in two areas that have been ignored - the company has a CX problem.
Bad CX - bad reputation
The marketing department at Machina Maximus investigates and realizes that the quality of the drills alone is not enough to retain and attract customers - after all, the competition is not sleeping either. They realized that in order to increase customer loyalty and improve the company's image in the long term, they urgently needed to work on customer satisfaction. But how?
CX and corporate image - how important CX is for your company's reputation
Capturing problems
The team researches that Machina Maximus customers have complained in recent months about the confusing and outdated website and the hard-to-reach customer service. This naturally puts off potential new customers and means that both the user experience (UX) and customer service need to be optimized, two influential touchpoints within a customer experience.
Solution
1
Solution
User-friendly website
The UX team took over the optimization of the website and made it more appealing, modern and user-friendly. Users now see all relevant information about the products immediately and can follow a logical navigation. Unclear blocks of text have been streamlined, made more lively and relevant, and aesthetic images have been added. You can now see at a glance what it's all about, well-placed buttons get you to your destination faster - which also pays off in terms of SEO.
2
Solution
Improve customer service
Multiple departments are involved in optimizing customer service: Service employees receive tips in training sessions to help them solve challenging cases more easily. At the same time, the entire ordering process is being fully digitalized and partially automated. New chat and self-service functions will take the pressure off employees in future, leaving more time for checks and knowledge transfer. The change has not gone unnoticed - the first positive reviews are coming in.
3
Solution
Content personalization through marketing automation
To further improve the CX of Machina Maximus customers, the marketing strategy is now being addressed: the experts are now using marketing automation for personalized emails and offers to customers so that they feel more valued and cared for. An omni-channel strategy, including the use of social media, is used to build an emotional connection with customers.
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Solution
Track customer journeys and measure CX permanently
Machina Maximus is expanding its digitalization strategy by using programs for data collection and analysis of customer behaviour. These tools enable automated processes that save time and keep an eye on key business figures. Regular reporting summarizes developments. The team also introduces fixed customer satisfaction assessment days and systematically collects customer feedback to continuously improve the CX.
Measuring CX - key figures and tools for deriving CX measures
Machina Maximus is finally successful thanks to better CX
Conclusion
Our fictional story shows how important a good CX is for the success of a company: the CX strategy has led to increased customer satisfaction, better ratings and a more positive image, enabling the company to build a loyal customer base and differentiate itself from the competition. Thanks to the data analysis and marketing automation tools, the company can now quickly identify the need for adjustments and determine successes. The focus on good CX is therefore paying off for everyone.
