Hey, start-ups! Did you know quality CX is about more than just price?

Hey, start-ups! Did you know quality CX is about more than just price?

Hey, start-ups! Did you know quality CX is about more than just price?


Words by 5CA
Reading time 6 min

Did you know over 70% of start-up founders don’t have a customer support strategy in place?  In this post, we look at the facts and figures of the most useful CX features.

In its CX benchmark report, our tech partner, Zendesk, discovered a lot of surprising facts. But this one was by far one of the most shocking.

While most start-ups recognise the need for customer service, it’s often an afterthought. In fact, many decision-makers want brand recognition before they invest in a customer support system.

While this may seems logical, it’s detrimental in the long run.

Additionally, customer support and customer experience (CX) are also different beasts. Your start-up can have steadfast customer service and still lose out thanks to poor CX.

And the biggest culprit when it comes to bad CX is the lack of a formal strategy.

The skinny on CX

Customer experience is very much how it sounds: the experience the customer gets when they interact with your brand about anything.

CX begins before you land their business and only ends once they stop using your product or service. The meat of it, however, is the feelings and experiences they have in between.

From beginning to end, you must foster every customer journey and prove you care about them. Show them you’ve got their backs and they keep choosing you because of it.

This is just as — if not more — true for start-ups as it is bigger brands.

CX isn’t just for big brands

Start-ups with a consistently great customer experience are rare. But that’s only because, until recently, many saw CX as frosting rather than the whole cake.

Exceptions fared better. The fastest growing start-ups were the ones that implemented customer support solutions early on.

Ones that put the customer first.

Zendesk also found that these start-ups were 33% more likely to sign up for their support within their founding year. That makes early adoption the sweet spot.

Start-ups can shake things up on the go more easily than established brands. And their main advantage is that they get to be flexible.

If they have omnichannel support , they can adapt and respond quickly. Thus, lifting the customer experience.

CX features ranked by startups

Although more start-ups are recognising the importance of CX, success stories aren’t as widespread as they should be. What this shows is that many aren’t prioritizing key features that are linked to rapid growth.

Everyone wants to be a unicorn, but even unicorns like Epic Games started somewhere.

Unicorns are 37% more likely to offer omnichannel customer service than their peers. They’re also 38% more likely to have rolled out chat and 48% more likely to have phone support.

Existing start-ups rank price and ease of use as the most important CX features to implement in their strategy.

Features like omnichannel or self-service, on the other hand, are closer to the bottom. Usually because people see them as more expensive or difficult to implement.

So, what CX features should start-ups consider when weighing customer engagement options?

1.      Price

You can’t put a price tag on a great customer experience. But what you can do is connect customer experience to price.

A recent study found that 86% of buyers are willing to pay more for a better customer experience. And anyone who’s had good support experiences would back that up.

Offering your customers competitive pricing is a great place to start. See what other brands are doing and figure out where you differ.

2.      Ease of Use

While user experience (UX) and CX aren’t the same, they complement each other. If a customer can’t navigate your website, chances are they’ll go somewhere else.

As of February 2021, 55.56% of all web traffic comes through mobile phones. If your website isn’t mobile optimised, you’ll miss out on a lot of potential customers.

To combat this, you need a simple and fast-loading, mobile-friendly website.

3.      Analytics

All those math lessons were not in vain: data analysis has an impact.

Used correctly, collection and analysis of customer data gives you tons of insights. With them, you’ll be able to see if and how your CX strategy is working.

Additionally, data helps identify any trends or recurring problems within.

Eliminating guesswork from the equation, you can spend more time on solutions — less on what doesn’t work.

4.      CRM

CX is now the leading priority for most businesses. So, solid customer-brand relationships are now a driving force for great CX strategies.

Customer-relationship management (CRM) is all about centralising your customers’ needs. It’s also about how you respond.

Humanising and making a focal point are now the benchmarks of good CX. And making customers feel like they’re seen leads to improved satisfaction and loyalty.

The best CRM requires symbiosis: a relationship where you work together for each other’s benefit. You observe and respond, they react and commit; you both leave happy.

5.      Workflow Management

Workflow management is a way to make things easier for brands and customers alike. And many brands now use workflow automation to improve the quality of their CX.

With automation, you can do anything from track competitors to lead outreach emails. All the things you need to do without spending too much time doing it manually.

When done right, you’ll therefore be able to speed up customer interactions. In the words of Mr. Miyagi, with fast customer service comes great customer experience.

How to up your CX game

Upping your customer experience game doesn’t have to be daunting. It’s also something that will pay off for you down the line.

Start-ups consider customer inquiries, CX costs, and new product launches as the top reasons to implement a CX solution. But they shouldn’t have to wait until then.

The sooner you bring customer experience into your start-up mix, the better. Engaging with your customers is tantamount to having a successful CX strategy.

Zendesk suggest rolling out self-service and customer support within the first year. Once you know your customers, you can bring in their preferred live support channels.

Above all, you need to approach customer experience as the long game. Every single one of the above features have one thing in common: CX itself.

CX runs through everything from price to data analytics and workflow to omnichannel support. Once you recognise that, you can start to grow.

Nothing is more important to 5CA than the CX journey

As customer support pioneers, we’ve always cared about the people we help. At all stages of their start-up or customer journey.

Our lengthy experience in support has enabled us to build our own data analytics platform. With it, we get in-depth support metrics in real time that helps us know how our CX is performing — and where we could improve.

We see our CX strategy as a relationship-building activity: Connecting clients with the agents who can best help their customer.

Our vetted, global CXperts are your best choice for quality CX because they are your customers.

So, why not supercharge your start-up’s CX today with  5CA?


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