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Wat is klantervaring (CX)? Belang, strategieën, voorbeelden

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data-nmw-id="pages.Blog.BlogMainContent"><section class="Basestyle__BaseRoot-sc-3zktjg-1 iuaajf"><div class="Containerstyle__ContainerRoot-sc-1d6dta4-0 cjZCoN"><div class="StyledGrid-sc-oxgg5i-0 izllXr Gridstyle__GridRoot-sc-1uhmtis-0 drMyZp" data-garden-id="grid.grid" data-garden-version="8.76.2"><div class="StyledRow-sc-xjsdg1-0 kmkcfB Gridstyle__Row-sc-1uhmtis-1 Basestyle__BaseMainRow-sc-3zktjg-0 bEEqbX hlIKQB" data-garden-id="grid.row" data-garden-version="8.76.2"><div class="StyledCol-sc-inuw62-0 bLyxSP Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 hpSOeB sc-ca1478c-0 ddSPwE"><a href="/blog/tags/article/" data-interaction-type="link-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 hPvZoB" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Linkstyle__LinkText-sc-1cm3ukq-0 iSSENB"><svg 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2.152.233 3.236.568.491.131.751.641.607 1.122zm6.399.116c-.91.043-1.849.204-2.788.495a.893.893 0 0 1-1.127-.598.925.925 0 0 1 .607-1.151 12.711 12.711 0 0 1 3.236-.568c.549-.059.925.364.939.874s-.376.932-.867.947zm0-2.913c-.925.043-1.849.204-2.788.495-.086.029-.174.029-.26.029a.897.897 0 0 1-.867-.641.915.915 0 0 1 .607-1.136 12.711 12.711 0 0 1 3.236-.568c.549-.029.925.364.939.874s-.376.933-.867.947zm0-2.914c-.925.043-1.849.204-2.788.495-.086.029-.174.029-.26.029a.897.897 0 0 1-.867-.641.915.915 0 0 1 .607-1.136 12.711 12.711 0 0 1 3.236-.568c.549-.043.925.365.939.874s-.376.933-.867.947z"></path></svg>Artikel</span></a> <!-- -->•<!-- --> <!-- -->17 min read</h2><h1 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Wat is klantervaring (CX) en waarom is dit belangrijk?</h1><p class="Headingstyle__HeadingRoot-sc-150xww-0 kbfdgI">Wat betekent CX voor bedrijven? Het draait allemaal om wat een klant denkt en voelt bij een merk.</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Door Erin Hueffner, Content Marketing Manager</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Laatst gewijzigd 16 december 2020</p><div class="Tagstyle__TagContainer-sc-1uuac66-3 ceUOVi"><a href="/blog/tags/customer-retention/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD Tagstyle__TagRoot-sc-1uuac66-1 culUHm" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Tagstyle__TagText-sc-1uuac66-0 kjAPec">klantbehoud</span></a></div><div class="SocialBlockstyle__SocialBlockRoot-sc-1ebt7cj-7 fDqkXl sc-2a79ddc4-4 bWvttU"><ul class="SocialBlockstyle__ListWrapper-sc-1ebt7cj-8 hAhnRj"><li class="SocialBlockstyle__ListItem-sc-1ebt7cj-9 bvObyx"><a target="_blank" 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jvviVs"><span data-nmw-id="global.Image" class="sc-4d715a79-0 gAXghe"><span style="box-sizing:border-box;display:block;overflow:hidden;width:initial;height:initial;background:none;opacity:1;border:0;margin:0;padding:0;position:absolute;top:0;left:0;bottom:0;right:0"><img alt="klantervaring" fetchpriority="high" src="http://d26a57ydsghvgx.cloudfront.net/content/72_DPI-1_Knowledge_Management_Hero.jpg" decoding="async" data-nimg="fill" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%;object-fit:cover"/></span></span></div></div></div></div></div></section><section class="Basestyle__BaseRoot-sc-3zktjg-1 qMACC"><div class="Containerstyle__ContainerRoot-sc-1d6dta4-0 cjZCoN"><div class="StyledGrid-sc-oxgg5i-0 izllXr Gridstyle__GridRoot-sc-1uhmtis-0 drMyZp" data-garden-id="grid.grid" data-garden-version="8.76.2"><div class="StyledRow-sc-xjsdg1-0 fsMCSE Gridstyle__Row-sc-1uhmtis-1 bEEqbX" data-garden-id="grid.row" data-garden-version="8.76.2"><div class="StyledCol-sc-inuw62-0 gOpaft Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><div class="StyledRow-sc-xjsdg1-0 fsMCSE Gridstyle__Row-sc-1uhmtis-1 sc-2a79ddc4-1 bEEqbX jOJqak" data-garden-id="grid.row" data-garden-version="8.76.2"><div class="StyledCol-sc-inuw62-0 eSGwgQ Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Klanten verwachten meer van bedrijven. Wie kan het ze kwalijk nemen? We kennen ze wel: klantervaringen die variëren van uitmuntend tot allerbelabberdst. Hoge verwachtingen van klanten leggen meer druk op bedrijven om een evenwicht te vinden tussen de ervaring die ze willen aanbieden en de beperkte middelen en andere prioriteiten, vooral wanneer de bekende klantgerichte bedrijven alle vruchten plukken.</p><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">In dit artikel gaan we op onderzoek uit:</h2><ul class="Liststyle__UnorderedListRoot-sc-1ptcc0u-1 dnJUmF bordered"><li><a href="#What is customer experience (CX)?" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><strong>Wat is klantervaring precies?</strong></a></li><li><a href="#The importance of customer experience" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><strong>Het belang van klantervaring</strong></a></li><li><a href="#What is a good customer experience?" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><strong>Wat is een goede klantervaring?</strong></a></li><li><a href="#Customer experience management" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><strong>Klantervaring beheren</strong></a></li><li><a href="#Improving your customer experience strategy" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><strong>Je klantervaringstrategie verbeteren</strong></a></li><li><a href="#Measuring customer experience" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><strong>Klantervaring meten</strong></a></li></ul><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne"><span id="What is customer experience (CX)?"></span></p><section><div class="StyledGrid-sc-oxgg5i-0 izllXr Gridstyle__GridRoot-sc-1uhmtis-0 drMyZp" data-garden-id="grid.grid" data-garden-version="8.76.2"><div class="StyledRow-sc-xjsdg1-0 fsMCSE Gridstyle__Row-sc-1uhmtis-1 bEEqbX" data-garden-id="grid.row" data-garden-version="8.76.2"><div style="margin:unset" class="StyledCol-sc-inuw62-0 dEnzys Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><div class="accent-box accent-tofu"><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Wat is klantervaring precies?</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Klantervaring (in het Engels afgekort tot CX – Customer eXperience) is alles wat te maken heeft met een bedrijf dat invloed heeft op de perceptie en gevoelens van een klant.</p></div></div></div></div></section><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">CX richt zich op de relatie tussen een bedrijf en zijn klanten. De ervaring omvat elke interactie, hoe kortstondig die ook is en zelfs als de interactie niet tot een aankoop leidt. Of het nu gaat om een telefoontje naar de klantenservice, het zien van een advertentie of zelfs zoiets alledaags als het betalen van een rekening, bij elke interactie tussen klanten en bedrijven draait het om relaties die worden opgebouwd of die schade oplopen. Het belangrijkste is hoe klanten deze ervaringen in het algemeen zien. </p><aside><blockquote><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">&quot;Klantervaring heeft betrekking op alle manieren waarop een klant met een bedrijf in contact komt, in alle fasen van de customer journey.&quot;</p></blockquote><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne"><cite>Dave Dyson, Senior Customer Service Evangelist, Zendesk</cite></p></aside><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">&quot;Klantenervaring is hoe een klant zich voelt over de som van alle interacties met een bedrijf&quot;, aldus Dave Dyson, Senior Customer Service Evangelist bij Zendesk. &quot;Het gaat om elke manier waarop een klant contact met een bedrijf heeft, in alle fasen van de customer journey, waaronder het marketingmateriaal dat hij ziet voordat hij klant wordt, de saleservaring, de kwaliteit van een product of dienst, en de klantenservice die hij na aankoop ontvangt.&quot; </p><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">Waaruit bestaat klantervaring precies? </h3><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Tegenwoordig hebben klanten meer manieren om met bedrijven te communiceren dan ooit tevoren. Te denken valt aan:</p><ul class="Liststyle__UnorderedListRoot-sc-1ptcc0u-1 dnJUmF"><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Traditionele bezoeken aan fysieke winkels</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Mobiele apps</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Social media</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Chatgesprekken via het web of sms-berichten</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Supportforums</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Creatieve inspanningen van marketing</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Zelfs apparaten die zijn aangesloten op IoT (het internet der dingen)</p></li></ul><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Als we de complexiteit van de klantervaring van interactie tot interactie willen verkleinen en een definitie willen opstellen van wat klantervaring nou precies is, kan het nuttig zijn om het geheel op te splitsen in de bouwstenen.</p><ul class="Liststyle__UnorderedListRoot-sc-1ptcc0u-1 hhFmhj" color="kale"><li><div class="Liststyle__UlIconContainer-sc-1ptcc0u-2 kuPBTz"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" style="fill:currentColor"><path d="M8 0C3.6 0 0 3.6 0 8s3.6 8 8 8 8-3.6 8-8c0-2.1-.85-4.15-2.35-5.65S10.1 0 8 0zM6.2 12.6 2.9 9.35l.85-.85 2.45 2.45 6.05-6.1.85.85-6.9 6.9z"></path></svg></div><div class="Liststyle__UlTextContainer-sc-1ptcc0u-3 DTryz">Cultuur, strategie en processen<br/>Toen <a href="/blog/idc-supporting-customer-experience-initiatives-productivity-process/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">International Data Corporation</a> klantenservice-organisaties vroeg wie de inspanningen leidt om uitmuntende klantervaringen te leveren, antwoordde meer dan 72% van de respondenten dat die strategie wordt geleid door de CEO of andere hogere leidinggevenden. Met andere woorden, de mensen aan de top moeten hun invloed en macht gebruiken om ervoor te zorgen dat hun bedrijf zich richt op het bieden van een consistente klantervaring gedurende de gehele marketing- en salescyclus, en vooral bij hun klantenservice. Het management moet de toon zetten en de waarden van de klantervaring in de gehele organisatie uitdragen, bereid zijn om <a target="_blank" rel="noopener noreferrer" href="/blog/3-keys-silo-free-scalable-self-service/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">silo’s<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a> af te breken en strategieën en processen te ontwikkelen, binnen CX en daarbuiten, om de doelstellingen van het bedrijf te realiseren. Het stellen van prioriteiten binnen het bedrijf en het in evenwicht brengen van CX met andere afdelingsgebonden resourcingbehoeften, valt ook onder de verantwoordelijkheid van het management. &quot;Een klantenservicestrategie en waarden die niet worden ondersteund met resources, zullen niet ver komen,&quot; aldus Dyson.</div></li><li><div class="Liststyle__UlIconContainer-sc-1ptcc0u-2 kuPBTz"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" style="fill:currentColor"><path d="M8 0C3.6 0 0 3.6 0 8s3.6 8 8 8 8-3.6 8-8c0-2.1-.85-4.15-2.35-5.65S10.1 0 8 0zM6.2 12.6 2.9 9.35l.85-.85 2.45 2.45 6.05-6.1.85.85-6.9 6.9z"></path></svg></div><div class="Liststyle__UlTextContainer-sc-1ptcc0u-3 DTryz">Producten en diensten<br/>Deze moeten voldoen aan de behoeften, eisen en verwachtingen van de klant. De bedrijven met de beste klantervaringsstrategieën zetten hun kennis en cultuur in om vooruit te lopen op CX-behoeften voordat klanten om hulp vragen. Een ervaring is misschien niet altijd tastbaar, maar de bouwstenen waaruit de ervaring bestaat, zijn dat wel. &quot;Een product dat voldoet aan de behoeften en verwachtingen van de klant, zal minder aftersales support nodig hebben dan een product dat dat niet doet&quot;, aldus Dyson.</div></li><li><div class="Liststyle__UlIconContainer-sc-1ptcc0u-2 kuPBTz"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" style="fill:currentColor"><path d="M8 0C3.6 0 0 3.6 0 8s3.6 8 8 8 8-3.6 8-8c0-2.1-.85-4.15-2.35-5.65S10.1 0 8 0zM6.2 12.6 2.9 9.35l.85-.85 2.45 2.45 6.05-6.1.85.85-6.9 6.9z"></path></svg></div><div class="Liststyle__UlTextContainer-sc-1ptcc0u-3 DTryz">Personen<br/>Klantenservicemedewerkers, partners en leveranciers spelen allemaal een onmisbare rol bij het leveren van een consistente klantervaring.Dat betekent dat je de strategie van je bedrijf moet doorgronden en de juiste training en motivatie moet hebben om een succesvolle klantervaring te ontwikkelen en implementeren.Ook moet je de juiste <a target="_blank" rel="noopener noreferrer" href="https://www.zendesk.com/blog/tags/employee-experience/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">werknemerservaring<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a> creëren zodat je medewerkers gemakkelijk aan de behoeften en verwachtingen van klanten kunnen voldoen.&quot;Training, tools, beleid, processen en cultuur moeten allemaal in dienst staan van mensen – je klanten en medewerkers&quot;, aldus Dyson.&quot;Hoe je succes meet of je medewerkers aanmoedigt om samen te werken of te concurreren, welke mogelijkheden je ze geeft om te groeien, in hoeverre ze beslissingen mogen nemen om de klant te helpen – al deze zaken kunnen de ervaring van medewerkers beïnvloeden, wat uiteindelijk de ervaring van klanten beïnvloedt.&quot;</div></li><li><div class="Liststyle__UlIconContainer-sc-1ptcc0u-2 kuPBTz"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" style="fill:currentColor"><path d="M8 0C3.6 0 0 3.6 0 8s3.6 8 8 8 8-3.6 8-8c0-2.1-.85-4.15-2.35-5.65S10.1 0 8 0zM6.2 12.6 2.9 9.35l.85-.85 2.45 2.45 6.05-6.1.85.85-6.9 6.9z"></path></svg></div><div class="Liststyle__UlTextContainer-sc-1ptcc0u-3 DTryz">Informatie<br/>Content, data en analyses van processen tussen business-to-customer, employee-to-employee en van partners-to-customers spelen hierbij een rol.<a href="/guide/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Kennismanagement</a>, zowel externe als interne kennis, spelen een belangrijke rol bij het verbeteren van de efficiëntie van een organisatie en het bieden van selfservice-mogelijkheden aan klanten.Als klanten kunnen reageren op je marketing-uitingen, weet dan dat dit ook is inbegrepen.</div></li><li><div class="Liststyle__UlIconContainer-sc-1ptcc0u-2 kuPBTz"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" style="fill:currentColor"><path d="M8 0C3.6 0 0 3.6 0 8s3.6 8 8 8 8-3.6 8-8c0-2.1-.85-4.15-2.35-5.65S10.1 0 8 0zM6.2 12.6 2.9 9.35l.85-.85 2.45 2.45 6.05-6.1.85.85-6.9 6.9z"></path></svg></div><div class="Liststyle__UlTextContainer-sc-1ptcc0u-3 DTryz">Touchpoints en kanalen waarop je klanten ontmoet<br/>Dit zijn alle touchpoints en kanalen waarmee een klant in contact komt met een organisatie: via telefoon, e-mail, sms, chat, advertenties, je website of zelfs een beoordelingssite van een derde partij, zoals Yelp. </div></li><li><div class="Liststyle__UlIconContainer-sc-1ptcc0u-2 kuPBTz"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" style="fill:currentColor"><path d="M8 0C3.6 0 0 3.6 0 8s3.6 8 8 8 8-3.6 8-8c0-2.1-.85-4.15-2.35-5.65S10.1 0 8 0zM6.2 12.6 2.9 9.35l.85-.85 2.45 2.45 6.05-6.1.85.85-6.9 6.9z"></path></svg></div><div class="Liststyle__UlTextContainer-sc-1ptcc0u-3 DTryz">Technologie<br/>De moderne klantenservice-omgeving is per definitie afhankelijk van technologie om de service aan te sturen, bijvoorbeeld met <a href="/support/features/customer-service-management-software/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">klantenservicesoftware</a>.</div></li></ul><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">Wat is het verschil tussen klantervaring en klantenservice?</h3><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Het verschil tussen klantenservice en klantervaring is dat <a href="/blog/customer-service-skills/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">klantenservice</a> één factor in de <a href="/blog/fantastic-voyage-customer-journey-mapping-well-worth-effort/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">customer journey</a> is, terwijl klantervaring de som is van alle interacties van een klant met een merk.Met andere woorden, klantenservice is een stukje van de klantervaringspuzzel.Goede klantenservice is van vitaal belang voor de algehele ervaring van klanten van je bedrijf.Agenten zijn vaak de eerste (en enige) menselijke stem die klanten horen, vooral wanneer ze contact opnemen over een probleem waarmee ze zitten.</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne"><span id="The importance of customer experience"></span></p><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Waarom is klantervaring zo belangrijk?</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Klantervaring is belangrijk omdat deze impact heeft op het resultaat van een bedrijf.Het gevoel dat klanten over je merk hebben, houdt verband met klantbehoud, levensduurwaarde en merkloyaliteit, en 52% van de klanten meldt dat ze er alles aan doen om merken te kopen waar ze trouw aan zijn, volgens het <a href="/customer-experience-trends/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Zendesk-rapport over trends op het gebied van klantervaring 2020</a>.Het aantrekken en behouden van klanten in een uiterst competitieve zakelijke omgeving is geen sinecure. Bedrijven die het belang van een naadloze, effectieve klantervaring negeren, leggen het uiteindelijk af tegen rivalen die begrijpen dat het de klant is die bepaalt wat goede service is.Dit betekent dat zelfs een klantervaring die niet aan de verwachtingen voldoet, drastische gevolgen kan hebben voor de reputatie van een merk en dat een verminderde ruimte voor fouten nog gevaarlijker is vanwege het gemak waarmee klanten in dit web 2.0-tijdperk naar een concurrent kunnen overstappen.Als een product of de manier waarop een bedrijf met je omgaat je niet bevalt, is het vinden van een alternatief net zo eenvoudig als het invoeren van een zoekopdracht bij Google.De helft van de klanten zegt volgens het trendsrapport van Zendesk dat ze na één slechte ervaring al overstappen naar een concurrent.Bij meer dan één slechte ervaring is dat aantal maar liefst 80%.&quot;Goede klantervaring geeft je een groter <a target="_blank" rel="noopener noreferrer" href="https://www.forbes.com/sites/forbescommunicationscouncil/2018/01/29/client-experience-as-a-competitive-advantage/#3513722856b3" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">concurrentievoordeel<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a>.Klanten kunnen altijd kiezen om ergens anders naartoe te gaan&quot;, aldus Dyson.&quot;Als je problemen hebt en je de klantenservice niet kunt bereiken, raak je gefrustreerd. Dat beschouw je als een slechte ervaring en je zou zo kunnen vertrekken.Bedrijven die goede ervaringen leveren scheppen verwachtingen voor wat klantervaring zou moeten zijn bij andere, soortgelijke bedrijven.&quot;</p><blockquote><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">50% van de klanten stapt na één slechte ervaring over naar een concurrent.Bij meer dan één slechte ervaring is dat aantal maar liefst 80%.</p></blockquote><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Door deze verzadiging van de markt, realiseren veel bedrijven zich dat klantervaring hun beste kans is om zich te onderscheiden van de concurrentie.Met andere woorden, als een goed product en een concurrerende prijs niet langer voldoende zijn om loyaliteit op te leveren, zullen gepersonaliseerde, klantgerichte ervaringen je onderscheidende factor moeten zijn. </p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne"><span id="What is a good customer experience?"></span></p><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Wat is een goede klantervaring?</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Een goede klantervaring is een ervaring die het klanten gemakkelijk maakt om zaken met je te doen, zegt Dyson.&quot;Bij een uitmuntende klantervaring kunnen klanten moeiteloos het doel doelen bereiken dat ze met je product of dienst willen doen&quot;, zo zegt hij.&quot;Klantentrouw gaat minder over grote ‘wauw’-momenten en meer over betrouwbaar zijn en het klanten gemakkelijk maken.&quot;Een positieve klantervaring zou bijvoorbeeld kunnen zijn:</p><ul class="Liststyle__UnorderedListRoot-sc-1ptcc0u-1 dnJUmF"><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Marketing die realistische verwachtingen schept ten aanzien van een product of dienst</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Intuïtief productontwerp</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Gemakkelijk toegankelijke selfservice</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Proactieve berichtgeving over bekende problemen</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Sales met transparante prijzen</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Altijd beschikbare live klantenservice met korte wachttijden</p></li></ul><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Het is belangrijk dat al deze teams samenwerken om een naadloze, consistente ervaring voor de klant te creëren.Aangezien elke klantinteractie meestal door een aparte afdeling wordt afgehandeld, kan het lijken of het hebben van mooie cijfers binnen elke afdeling voldoende is voor een geweldige klantervaring.Het lastige van CX is echter dat de consument zijn relatie met je bedrijf niet ziet als een reeks kleinere interacties, maar dat hij zich deze eerder als één aaneengesloten interactie zal herinneren.Dit kan problemen opleveren bij organisaties waar verschillende afdelingen onafhankelijk van elkaar werken en niet met elkaar communiceren.Deze silo-aanpak kan ertoe leiden dat klanten informatie moeten herhalen, formulieren meerdere keren moeten invullen of gewoon een customer journey moeten afleggen die langer duurt dan nodig is.Agenten moeten bijvoorbeeld gemakkelijk toegang kunnen krijgen tot de context van een klant, zoals welke artikelen die in zijn winkelwagentje heeft zitten of welke e-mailpromoties die heeft geopend, zelfs als het marketingteam direct verantwoordelijk is voor die informatie.Ook moet een marketingteam inzicht hebben in eerdere supportinteracties, zodat ze klanten doelgerichter e-mails kunnen sturen.Inzicht in CX vanuit een end-to-end perspectief en de behoeften van de klant centraal stellen bij elke stap, is de sleutel tot het creëren van een goede klantervaring. </p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne"><span id="Customer experience management"></span></p><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Klantervaring beheren</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Het beheren van de klantervaring is &quot;het ontwerpen van en reageren op klantinteracties om aan de verwachtingen te voldoen of deze te overtreffen, wat leidt tot een grotere klanttevredenheid, loyaliteit en voorstanders van je bedrijf&quot;, <a target="_blank" rel="noopener noreferrer" href="https://www.gartner.com/en/information-technology/glossary/customer-experience-management-cem" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">aldus Gartner<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a>.Bedrijven die niet in staat zijn om <a href="/blog/customer-experience-management-matters/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">de klantervaring te beheren</a>, kiezen vaak voor een gefragmenteerde aanpak, wat wil zeggen dat ze kijken naar de verschillende factoren die de klantervaring bepalen en uitzoeken hoe deze verbeterd kan worden.Terwijl ze dat doen, houden ze onvoldoende rekening met hoe elke factor andere factoren beïnvloedt.Die aanpak houdt de chaos in stand die hoort bij het foutief beheren van de klantervaring.Met een meer organisatorische en holistische benadering van de klantervaringsstrategie ontstaat er meer klanttevredenheid en <a target="_blank" rel="noopener noreferrer" href="https://www.forbes.com/sites/blakemorgan/2019/09/24/50-stats-that-prove-the-value-of-customer-experience/#539af3874ef2" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">klantentrouw.<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a>Hier zijn enkele aspecten om in gedachten te houden bij het opstellen van je strategie voor wat betreft het beheren van de klantervaring:</p><ul class="Liststyle__UnorderedListRoot-sc-1ptcc0u-1 hhFmhj" color="kale"><li><div class="Liststyle__UlIconContainer-sc-1ptcc0u-2 kuPBTz"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" style="fill:currentColor"><path d="M8 0C3.6 0 0 3.6 0 8s3.6 8 8 8 8-3.6 8-8c0-2.1-.85-4.15-2.35-5.65S10.1 0 8 0zM6.2 12.6 2.9 9.35l.85-.85 2.45 2.45 6.05-6.1.85.85-6.9 6.9z"></path></svg></div><div class="Liststyle__UlTextContainer-sc-1ptcc0u-3 DTryz">Marketing<br/>De rol van marketing in de klantervaring is misschien wel de meest dynamische; deze moet voortdurend worden aangepast aan veranderende behoeften van de klant.Marketeers zijn doorgaans verantwoordelijk voor de eerste indruk bij een prospect naar aanleiding van advertenties, campagnes en mond-tot-mondreclame.Hun invloed reikt verder dankzij publieke communicatie, <a href="/support/features/social-media-customer-service/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">marketing via social media</a> en het creëren van merkaanwezigheid.Met de gegevens die via al deze klantcontactpunten worden verzameld, kunt u meer gepersonaliseerde klantervaringen creëren, die op hun beurt tot loyalere klanten leiden.</div></li><li><div class="Liststyle__UlIconContainer-sc-1ptcc0u-2 kuPBTz"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" style="fill:currentColor"><path d="M8 0C3.6 0 0 3.6 0 8s3.6 8 8 8 8-3.6 8-8c0-2.1-.85-4.15-2.35-5.65S10.1 0 8 0zM6.2 12.6 2.9 9.35l.85-.85 2.45 2.45 6.05-6.1.85.85-6.9 6.9z"></path></svg></div><div class="Liststyle__UlTextContainer-sc-1ptcc0u-3 DTryz">Sales<br/>Het is de taak van een salesorganisatie om de verwachtingen van (potentiële) klanten te versterken.Afgezien van snelle retailervaringen speelt het salesproces vaak een belangrijke rol tijdens de customer journey en bij het voldoen aan de behoeften van prospects.Het proces geeft waardevolle inzichten in wat klanten zoeken (of het nu gaat om specifieke kenmerken, follow-ups, supportvereisten, etc.) die op hun beurt van invloed kunnen zijn op inspanningen in andere delen van het bedrijf.Wanneer de klantervaring binnen de afdelingen van je bedrijf synchroon verloopt, is sales beter in staat om herhalingsaankopen af te sluiten en het verloop onder je klanten te verminderen.</div></li><li><div class="Liststyle__UlIconContainer-sc-1ptcc0u-2 kuPBTz"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" style="fill:currentColor"><path d="M8 0C3.6 0 0 3.6 0 8s3.6 8 8 8 8-3.6 8-8c0-2.1-.85-4.15-2.35-5.65S10.1 0 8 0zM6.2 12.6 2.9 9.35l.85-.85 2.45 2.45 6.05-6.1.85.85-6.9 6.9z"></path></svg></div><div class="Liststyle__UlTextContainer-sc-1ptcc0u-3 DTryz">Product<br/>De goederen en diensten van een bedrijf en de klantervaring zijn nauw met elkaar verbonden. Veel klanten betalen graag meer voor een ervaring dan voor het product dat ze ontvangen (denk aan de verschillen tussen een chic diner en een etentje in een middenmoot restaurant).Naast de directe ervaring zijn er details als betrouwbaarheid, betaalbaarheid, gebruikerservaring (UX), algemeen gebruiksgemak en de levenscyclus van een product die allemaal een rol spelen in de klantervaring.De ervaring die het product biedt, draagt in de eerste plaats bij aan de reputatie van een bedrijf, wat op zijn beurt weer van invloed is op elk ander onderdeel van de klantervaring.</div></li><li><div class="Liststyle__UlIconContainer-sc-1ptcc0u-2 kuPBTz"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" style="fill:currentColor"><path d="M8 0C3.6 0 0 3.6 0 8s3.6 8 8 8 8-3.6 8-8c0-2.1-.85-4.15-2.35-5.65S10.1 0 8 0zM6.2 12.6 2.9 9.35l.85-.85 2.45 2.45 6.05-6.1.85.85-6.9 6.9z"></path></svg></div><div class="Liststyle__UlTextContainer-sc-1ptcc0u-3 DTryz">Klantenservice<br/>Na een verkoop is de klantenservice vaak de eerste afdeling die contact met de klant heeft. </div></li></ul><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Supportmedewerkers kunnen in realtime feedback verzamelen over de klantervaring: ze kunnen zien hoe klanten met het product omgaan, hoe (en of) aan de verwachtingen wordt voldaan en hoe het klantenbestand in de loop van de tijd verandert.Feedback is het meest cruciale onderdeel van de klantervaring; zonder feedback kunnen bedrijven zich niet goed ontwikkelen.<b>Een CRM-platform zoals <a target="_blank" rel="noopener noreferrer" href="/platform/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Zendesk Sunshine<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a> kan helpen om klantgegevens van al deze teams en bedrijfsonderdelen aan elkaar te koppelen om het beheer te stroomlijnen.</b></p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne"><span id="Improving your customer experience strategy"></span></p><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">7 manieren om je klantervaringsstrategie te verbeteren</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Naarmate de concurrentie en dus de economische onzekerheid toeneemt, is één ding wel zeker: een goede klantervaring kan het succes van een bedrijf bevorderen.Maar loyaliteit is geen vanzelfsprekendheid, die wordt verdiend.En zonder de juiste strategie gaat die gemakkelijk verloren.Het goede nieuws is dat klantervaring kan worden verbeterd.En dat begint met het centraal stellen van de klant in uw strategie.Hier zijn 7 tips:</p><ol class="Liststyle__OrderedListRoot-sc-1ptcc0u-0 cGHfGt list-num-circle"><li><h4 class="Headingstyle__HeadingRoot-sc-150xww-0 iLUbfW">Zorg voor een gesloten feedbacklus<h4 class="Headingstyle__HeadingRoot-sc-150xww-0 iLUbfW"></h4></h4><br/>Feedback van klanten geeft inzicht in de verwachtingen van klanten en hoe deze in de loop van de tijd kunnen veranderen door veranderingen in je branche.Op basis van reacties kun je ook inzicht krijgen in waar klanten vastlopen en controleren wat wel goed werkt.Het is belangrijk om feedback te erkennen en ter harte te nemen.&quot;Het is belangrijk om een feedbacklus met klanten te hebben en te handelen naar wat ze je vertellen,&quot; aldus Dyson.&quot;Zo bouw je vertrouwen op en zorg je ervoor dat je niet alleen maar ja knikt.&quot;Dyson raadt ook aan om een interne feedbacklus voor medewerkers op te zetten.Agenten kunnen helpen bij het verzamelen van feedback van klanten en inzicht geven in wat het voor hen een uitdaging vormt om uitmuntende service te leveren, zoals beleidsregels of processen die niet voldoen aan de behoeften van de klant of wrijving tussen onafhankelijk van elkaar werkende teams, wat leidt tot trage reacties en oplossingen van problemen die klanten ervaren.</li><li><h4 class="Headingstyle__HeadingRoot-sc-150xww-0 iLUbfW">Bouw een omnichannel ervaring</h4><br/>Wanneer je een omnichannel CX-strategie ontwikkelt, heb je niet alleen contact met klanten op de plek waar zij zich bevinden.<a target="_blank" rel="noopener noreferrer" href="https://blog.smooch.io/what-omnichannel-really-means/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Omnichannel betekent<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a> dat je een stap verder gaat en je klanten een consistent communicatietraject aanbiedt; een traject waarbij de gespreksgeschiedenis en context van kanaal tot kanaal blijven behouden.De context – wie je klant is, welke uitgaande e-mails ze hebben geopend, wat er in hun winkelwagen zit of waar ze in het verleden met je over hebben gepraat – is cruciaal om een goede ervaring over verschillende kanalen heen te leveren.</li><li><h4 class="Headingstyle__HeadingRoot-sc-150xww-0 iLUbfW">Creëer een content management strategie</h4><br/>Klanten lossen problemen vaak liever zelf op dan dat ze een agent om raad vragen.Je kunt je klanten hiermee helpen door data-driven content beschikbaar te stellen voor ze.Meestal gebeurt dit in de vorm van Help-artikelen of chatbots die klanten snel in de goede richting wijzen.Het is belangrijk om ervoor te zorgen dat je content klopt en up-to-date is; een nutteloos artikel levert een slechte ervaring op.</li><li><h4 class="Headingstyle__HeadingRoot-sc-150xww-0 iLUbfW">Personaliseer de hulp die je aanbiedt</h4><br/>Volgens het Zendesk-rapport over trends op het gebied van klantervaring 2020 verwacht 76% van de klanten personalisatie op basis van beschikbare gegevens.Zo verwachten ze dat je rekening houdt met de contactmethode van hun voorkeur, het type of de status van hun account, productaanbevelingen op basis van aankoop- of zoekgeschiedenis, of een bepaalde gepersonaliseerde online ervaring.Support op maat leveren kan een lange weg zijn, vooral als het gaat om het leveren van de juiste klantervaring.Door contextinfo te verzamelen over wie de klant is (zijn voorkeuren, persoonlijkheden, gewoonten, enz.), kunnen agenten hun steun beter op de klant richten, wat leidt tot kortere oplossingstijden.Het kan nuttig zijn om UX-onderzoek te doen naar de supportinitiatieven van je bedrijf om manieren te vinden om interacties meer gepersonaliseerd te maken. </li><li><h4 class="Headingstyle__HeadingRoot-sc-150xww-0 iLUbfW">Geef klanten de juiste middelen in handen met AI</h4><br/>Gartner schat dat in 2022 bij 72 procent van de klantinteracties sprake zal zijn van een opkomende technologie zoals een zelflerende toepassingen, chatbots of messaging via mobiele apparaten.Door AI aangedreven chatbots en virtuele klantassistenten zijn handig om snel, repetitieve taken uit te voeren.Maar als ze hun grenzen in het bieden van geschikte support hebben bereikt, moeten er mensen zijn om klanten te helpen. </li><li><h4 class="Headingstyle__HeadingRoot-sc-150xww-0 iLUbfW">Lever proactieve ervaringen</h4><br/>Alleen maar reageren op de behoeften van klanten is niet meer voldoende om op te vallen.Wanneer bedrijven proactief zijn door te anticiperen op de behoeften van klanten en problemen op te lossen voordat deze worden geëscaleerd of zelfs maar plaatsvinden, kunnen ze een unieke ervaring creëren die persoonlijk aanvoelt.Een e-commerce bedrijf kan bijvoorbeeld een chatbot inzetten op zijn afrekenpagina om vragen van klanten te beantwoorden voordat ze hun winkelwagen verlaten.En een internetbedrijf kan een tekst sturen om klanten te informeren over aanstaand systeemonderhoud.</li><li><h4 class="Headingstyle__HeadingRoot-sc-150xww-0 iLUbfW">Maak gebruik van data en analyses</h4><br/>De verhalen die in de gegevens over je klanten en je supportmedewerkers te vinden zijn, zullen je op veel dingen wijzen: de efficiëntie van je supportorganisatie, de algemene tevredenheid over de interacties, de trends in het gedrag van je klanten en nog veel meer.Processen verfijnen met de klantervaring in het achterhoofd begint met inzicht in wat de gegevens te vertellen hebben.</li></ol><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne"><span id="Measuring customer experience"></span></p><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Hoe je klantervaring meet</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">&quot;Er is geen enkel magische methode om klantervaring te meten,&quot; zegt Dyson.&quot;Je moet naar alle kleine stukjes van de puzzel kijken.Klantervaring laat zich lastig in zijn geheel meten, dus hoe meer gegevens je hebt, hoe beter.&quot;Hier zijn enkele dingen om mee van start te gaan:</p><ul class="Liststyle__UnorderedListRoot-sc-1ptcc0u-1 dnJUmF"><li><strong>Stuur klanttevredenheidsenquêtes uit</strong><br/>Deze enquêtes geven inzicht in zaken als je klanttevredenheidsscore (CSAT) en Net Promotor Score (NPS).</li><li><strong>Meet de Customer Effort Score (CES)</strong><br/>Deze score geeft aan hoe gemakkelijk een klant vond dat het was om een oplossing te vinden voor een probleem tijdens een recent contact.<br/></li><li><strong>Analyseer de verloopcijfers, cijfers over nieuwe klanten en de waarde van de levensduur van klanten</strong><br/> Je kunt verloop van bestaande klanten en gewonnen nieuwe klanten onder de loep nemen onder verschillende cohorten en ze vergelijken, bijvoorbeeld wie contact met uw supportteam hebben gehad en wie niet,&quot; aldus Dyson.&quot;Als degenen die contact hebben opgenomen met support langer klant blijven, weet je dat je supportteam goede ervaringen levert.&quot;<br/></li><li><strong>Voer een A/B-test uit op nieuwe CX-inspanningen</strong><br/>Wanneer je bijvoorbeeld je klantenservicesoftware in je marketingautomatiseringssysteem integreert, kun je e-mails naar gerichte klantsegmenten aan een A/B-test onderwerpen.<br/></li><li><strong>Zet je communityforum als virtuele focusgroep in</strong><br/>Discussies in communityforums over pijnpunten, vragen naar nieuwe functies of over hoe klanten je product of dienst gebruiken, kunnen inzicht geven in hoe klanten zich voelen over hun ervaring met je bedrijf.<br/></li><li><strong>Kijk naar de <a href="/blog/3-types-customer-analytics/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">klantenservicegegevens</a>, </strong>zoals het percentage opnieuw geopende tickets en de tijd die nodig is om ze op te lossen<br/> &quot;Kijk hoe lang klanten moeten wachten tot ze antwoord krijgen. Dat is één manier om je klantervaring te meten.Niemand houdt ervan om te wachten wanneer die hulp nodig heeft,&quot; zegt Dyson.<br/><strong></strong></li><li>Praat met medewerkers die klantcontact hebben<br/> <br/>&quot;Afgezien van de cijfers kan het net zo nuttig zijn om medewerkers die direct klantcontact hebben, te vragen wat klanten hen vertellen,&quot; aldus Dyson.Zo kan de klantenservice bijvoorbeeld inzicht hebben in pijnpunten waar het productteam mee aan de slag kan.&quot;Het is ook belangrijk om agenten te vragen of ze zelf problemen ervaren.Als dat zo is, is de kans groot dat klanten dat ook hebben.Wanneer je het werk van je agenten vergemakkelijkt, kunnen ze zorgen voor een betere klantervaring.&quot;</li></ul><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">De klantervaring is belangrijk</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Investeren in een goede klantervaring is belangrijk voor elk bedrijf, hoe groot of klein ook. Je succes hangt immers af van je vermogen om trouwe klanten te behouden en aan te trekken. En als je je klanten niet op de eerste plaats zet, kun je ze net zo goed direct naar je concurrent sturen.</p></div></div></div></div></div></div></section></article></div></div></div></div></section><section class="Basestyle__BaseRoot-sc-3zktjg-1 hPNIKC"><div class="Containerstyle__ContainerRoot-sc-1d6dta4-0 cjZCoN"><div class="StyledGrid-sc-oxgg5i-0 izllXr Gridstyle__GridRoot-sc-1uhmtis-0 drMyZp" data-garden-id="grid.grid" data-garden-version="8.76.2"><div class="StyledCol-sc-inuw62-0 gOpaft Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><div class="Containerstyle__ContainerRoot-sc-1d6dta4-0 cjZCoN"><div role="complementary" aria-label="body-promo" data-cookie-name="false" data-location="body" class="Promostyle__PromoRoot-sc-1lscwvc-0 LwfBm"><div class="Promostyle__MediaWrapper-sc-1lscwvc-1 kpdRmr"><div shape="square" class="Relationframestyle__RelationframeRoot-sc-myqvby-0 jvviVs"><span data-nmw-id="global.Image" class="sc-4d715a79-0 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src="https://d26a57ydsghvgx.cloudfront.net/content/Photography%20%28updated%20dimensions%202020%29/IndustriesSoftware-274_Final_x2.jpg"/></noscript></span></span></div></div><div class="Promostyle__TextWrapper-sc-1lscwvc-2 gMFoUj"><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">Eenvoudige oplossingen voor de belangrijkste CX-uitdagingen van 2020</h3><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Ontdek hoe je uitmuntende klantervaringen levert</p></div><div class="Promostyle__LinkWrapper-sc-1lscwvc-3 biyiQd"><div class="LinkGroupstyle__LinkGroupRoot-sc-1rsp4bh-0 ialojv"><a target="_blank" rel="noopener noreferrer" href="https://www.zendesk.com/blog/meeting-advanced-challenges-modern-cx/" data-interaction-type="button-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 ejROSM eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 ccaaIc" data-garden-id="buttons.anchor" data-garden-version="8.76.2">HET RAPPORT DOWNLOADEN<svg xmlns="http://www.w3.org/2000/svg" width="12" 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data-garden-id="grid.col" data-garden-version="8.76.2"><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Verwante verhalen</h2></div><div class="StyledCol-sc-inuw62-0 cmRjVg Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"></div></div><div class="StyledRow-sc-xjsdg1-0 fsMCSE Gridstyle__Row-sc-1uhmtis-1 bEEqbX" data-garden-id="grid.row" data-garden-version="8.76.2"><div style="margin-bottom:16px" class="StyledCol-sc-inuw62-0 jjCVBw Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><div href="#" data-tags="" class="Cardstyle__CardRoot-sc-1g3sojj-1 kMMbdA"><div shape="square" class="Relationframestyle__RelationframeRoot-sc-myqvby-0 jvviVs"><span data-nmw-id="global.Image" class="sc-4d715a79-0 gAXghe"><span style="box-sizing:border-box;display:block;overflow:hidden;width:initial;height:initial;background:none;opacity:1;border:0;margin:0;padding:0;position:absolute;top:0;left:0;bottom:0;right:0"><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="fill" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%;object-fit:cover"/><noscript><img alt="" loading="lazy" decoding="async" data-nimg="fill" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%;object-fit:cover" src="https://d1eipm3vz40hy0.cloudfront.net/images/AMER/customertouchpoints.jpg"/></noscript></span></span></div><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 hpSOeB sc-ca1478c-0 ddSPwE"><a href="/blog/tags/article/" data-interaction-type="link-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa 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class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Wat zijn klantcontactpunten? Voorbeelden en hoe je ze kunt herkennen</a></h3><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Klantcontactpunten bepalen hoe consumenten je merk zien. Daarom is het in kaart brengen van het traject van de klantcontactpunten zo belangrijk voor je bedrijf en je klanten.</p><div class="Tagstyle__TagContainer-sc-1uuac66-3 ceUOVi"></div></div></div><div style="margin-bottom:16px" class="StyledCol-sc-inuw62-0 jjCVBw Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><div href="#" data-tags="" class="Cardstyle__CardRoot-sc-1g3sojj-1 kMMbdA"><div shape="square" class="Relationframestyle__RelationframeRoot-sc-myqvby-0 jvviVs"><span data-nmw-id="global.Image" class="sc-4d715a79-0 gAXghe"><span style="box-sizing:border-box;display:block;overflow:hidden;width:initial;height:initial;background:none;opacity:1;border:0;margin:0;padding:0;position:absolute;top:0;left:0;bottom:0;right:0"><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="fill" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%;object-fit:cover"/><noscript><img alt="" loading="lazy" decoding="async" data-nimg="fill" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%;object-fit:cover" src="https://d1eipm3vz40hy0.cloudfront.net/images/blog-redesign/EmailSystem-1097_Final_x2.jpg"/></noscript></span></span></div><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 hpSOeB sc-ca1478c-0 ddSPwE"><a href="/blog/tags/article/" data-interaction-type="link-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 hPvZoB" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Linkstyle__LinkText-sc-1cm3ukq-0 iSSENB"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 18 16" fill="currentColor"><path d="M16.163.192c-3.424-.655-6.384.539-7.497 1.093C7.554.732 4.592-.449 1.169.192.49.308-.001.921-.001 1.62v11.802c0 .422.188.831.505 1.107s.737.393 1.141.32c3.005-.481 5.648.655 6.384 1.005.202.102.419.146.621.146s.434-.043.621-.146c.736-.364 3.395-1.501 6.384-1.005.404.073.823-.059 1.141-.32.346-.277.535-.685.535-1.122V1.605c0-.685-.491-1.296-1.17-1.413zM3.655 3.47c1.069.043 2.152.233 3.236.568a.917.917 0 0 1 .607 1.136.934.934 0 0 1-.881.627.814.814 0 0 1-.26-.043 10.443 10.443 0 0 0-2.788-.481.916.916 0 0 1-.866-.947c.029-.495.462-.904.954-.86zm0 2.913c1.069.043 2.152.233 3.236.568a.917.917 0 0 1 .607 1.136.934.934 0 0 1-.881.627.814.814 0 0 1-.26-.043 10.523 10.523 0 0 0-2.788-.481.916.916 0 0 1-.866-.947.927.927 0 0 1 .954-.859zm3.827 4.605a.91.91 0 0 1-.867.655.814.814 0 0 1-.26-.043 10.523 10.523 0 0 0-2.788-.481c-.491-.014-.881-.437-.866-.947s.448-.918.939-.874c1.069.043 2.152.233 3.236.568.491.131.751.641.607 1.122zm6.399.116c-.91.043-1.849.204-2.788.495a.893.893 0 0 1-1.127-.598.925.925 0 0 1 .607-1.151 12.711 12.711 0 0 1 3.236-.568c.549-.059.925.364.939.874s-.376.932-.867.947zm0-2.913c-.925.043-1.849.204-2.788.495-.086.029-.174.029-.26.029a.897.897 0 0 1-.867-.641.915.915 0 0 1 .607-1.136 12.711 12.711 0 0 1 3.236-.568c.549-.029.925.364.939.874s-.376.933-.867.947zm0-2.914c-.925.043-1.849.204-2.788.495-.086.029-.174.029-.26.029a.897.897 0 0 1-.867-.641.915.915 0 0 1 .607-1.136 12.711 12.711 0 0 1 3.236-.568c.549-.043.925.365.939.874s-.376.933-.867.947z"></path></svg>Artikel</span></a><br/> <!-- --> <!-- -->15 min read</h2><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 kbfdgI"><a href="/blog/customer-service-standards-matter/" data-interaction-type="link-inline-primary" style="text-decoration:none" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Acht normen voor klantenservice om je bedrijf te verbeteren</a></h3><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Klantenservice is een belangrijke onderscheidende factor in het huidige concurrerende bedrijfsleven. Stel normen voor je klantenservice en werk ze regelmatig bij om je publiek tevreden te stellen en merkloyaliteit te stimuleren.</p><div class="Tagstyle__TagContainer-sc-1uuac66-3 ceUOVi"><a href="/blog/tags/customer-satisfaction/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD Tagstyle__TagRoot-sc-1uuac66-1 culUHm" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Tagstyle__TagText-sc-1uuac66-0 kjAPec">Klanttevredenheid</span></a><a href="/blog/tags/customer-expectations/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD Tagstyle__TagRoot-sc-1uuac66-1 culUHm" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Tagstyle__TagText-sc-1uuac66-0 kjAPec">Verwachtingen van klanten</span></a></div></div></div><div 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5.648.655 6.384 1.005.202.102.419.146.621.146s.434-.043.621-.146c.736-.364 3.395-1.501 6.384-1.005.404.073.823-.059 1.141-.32.346-.277.535-.685.535-1.122V1.605c0-.685-.491-1.296-1.17-1.413zM3.655 3.47c1.069.043 2.152.233 3.236.568a.917.917 0 0 1 .607 1.136.934.934 0 0 1-.881.627.814.814 0 0 1-.26-.043 10.443 10.443 0 0 0-2.788-.481.916.916 0 0 1-.866-.947c.029-.495.462-.904.954-.86zm0 2.913c1.069.043 2.152.233 3.236.568a.917.917 0 0 1 .607 1.136.934.934 0 0 1-.881.627.814.814 0 0 1-.26-.043 10.523 10.523 0 0 0-2.788-.481.916.916 0 0 1-.866-.947.927.927 0 0 1 .954-.859zm3.827 4.605a.91.91 0 0 1-.867.655.814.814 0 0 1-.26-.043 10.523 10.523 0 0 0-2.788-.481c-.491-.014-.881-.437-.866-.947s.448-.918.939-.874c1.069.043 2.152.233 3.236.568.491.131.751.641.607 1.122zm6.399.116c-.91.043-1.849.204-2.788.495a.893.893 0 0 1-1.127-.598.925.925 0 0 1 .607-1.151 12.711 12.711 0 0 1 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min read"},"text":"Klantcontactpunten bepalen hoe consumenten je merk zien. Daarom is het in kaart brengen van het traject van de klantcontactpunten zo belangrijk voor je bedrijf en je klanten.","title":"Wat zijn klantcontactpunten? Voorbeelden en hoe je ze kunt herkennen","tags":[],"resourceType":"article","category":{"link":"/blog/tags/service/","title":"Service","id":1771},"subcategory":{"link":"/blog/tags/customer-engagement/","title":"Klantbetrokken­­heid","id":2971},"key":"postBlock-202198852","publishedAt":"2023-06-08 10:53:22"},{"image":{"src":"https://d1eipm3vz40hy0.cloudfront.net/images/blog-redesign/EmailSystem-1097_Final_x2.jpg","alt":""},"link":"/blog/customer-service-standards-matter/","supertitle":{"icon":"post-type-article","link":"/blog/tags/article/","linkText":"Artikel","text":"15 min read"},"text":"Klantenservice is een belangrijke onderscheidende factor in het huidige concurrerende bedrijfsleven. Stel normen voor je klantenservice en werk ze regelmatig bij om je publiek tevreden te stellen en merkloyaliteit te stimuleren.","title":"Acht normen voor klantenservice om je bedrijf te verbeteren","tags":[{"href":"/blog/tags/customer-satisfaction/","children":"Klanttevredenheid","key":"tag-3301"},{"href":"/blog/tags/customer-expectations/","children":"Verwachtingen van klanten","key":"tag-3338"}],"resourceType":"article","category":{"link":"/blog/tags/service/","title":"Service","id":1771},"subcategory":{"link":"/blog/tags/customer-engagement/","title":"Klantbetrokken­­heid","id":2971},"key":"postBlock-202197106","publishedAt":"2022-04-27 15:01:50"},{"image":{"src":"https://zen-marketing-assets.s3.us-west-2.amazonaws.com/images/emea/blog/Geometry4.jpg","alt":""},"link":"/blog/customer-success-interview-questions/","supertitle":{"icon":"post-type-article","link":"/blog/tags/article/","linkText":"Artikel","text":"13 min read"},"text":"Om het team van je dromen samen te stellen kun je de volgende vragen over klantbegeleiding gebruiken.","title":"30 vragen over klantbegeleiding die je elke sollicitant moet stellen","tags":[],"resourceType":"article","category":null,"subcategory":{"link":"/blog/tags/social-impact/","title":"Sociale verantwoordelijkheid","id":3860},"key":"postBlock-202196343","publishedAt":"2021-11-15 11:48:08"},{"image":{"src":"https://d1eipm3vz40hy0.cloudfront.net/images/AMER/dealing+with+angry+customers.jpg","alt":""},"link":"/blog/the-best-templates-for-dealing-with-angry-customers/","supertitle":{"icon":"post-type-article","link":"/blog/tags/article/","linkText":"Artikel","text":"14 min read"},"text":"Weet je niet wat je moet zeggen om een boze klant te kalmeren? Zo ga je om met een geïrriteerde klant en verminder je de spanningen tussen verschillende kanalen.","title":"Hoe om te gaan met boze klanten: 17 tips, sjablonen en voorbeelden","tags":[],"resourceType":"article","category":null,"subcategory":{"link":"/blog/tags/tools-and-templates/","title":"Tools en sjablonen","id":3857},"key":"postBlock-202196340","publishedAt":"2021-11-15 11:45:30"}]},"attributes":{"_yoast_wpseo_focuskw":"klantervaring","_yoast_wpseo_metakeywords":"","_yoast_wpseo_sitemap-include":"-","home-promotion-order":"Selecteren","resource-type_value":"0","resource-header-text_value":"Waarom bedrijven in de klantervaring moeten investeren","resource-infographic-url_value":"https://d16cvnquvjw7pr.cloudfront.net/images/blog-photos-new/Infographic-Invest-In-Customer-Service.png","resource-body-copy_value":"\u003cp\u003eZelfs als \u003ca href=\"http://www.amctv.com/shows/mad-men/cast/don-draper\" target=\"_blank\"\u003eDon Draper\u003c/a\u003e zelf je nieuwste reclamecampagne heeft opgezet, is niets zo waardevol als je klanten de best mogelijke ervaring bieden. Denk er maar eens over na. Als je naar het chicste restaurant van de stad gaat en iedereen je slecht behandelt, zou je dan teruggaan?\u003c/p\u003e\r\n\u003cp\u003eMet beoordelingen van anderen die nog meer gewicht dragen in het tijdperk van Facebook, Twitter en allerlei andere socialmedia-kanalen die supersnel in populariteit toenemen, is het nog nooit zo belangrijk geweest om te investeren in klantenservice. Slecht \u003ca href=\"http://www.zendesk.nl/blog/why-social-media-needs-to-be-a-part-of-your-support-strategy\" target=\"_blank\"\u003enieuws verspreidt zich immers snel\u003c/a\u003e. Dat is een van de redenen waarom we onlangs de functie \u003ca href=\"http://www.zendesk.nl/blog/capture-the-definitive-business-metric-customer-satisfaction\" target=\"_blank\"\u003eKlanttevredenheidsbeoordelingen\u003c/a\u003e hebben geïntroduceerd, zodat organisaties een goed instrument in handen hebben om te meten hoe tevreden klanten zijn met de klantenservice die ze krijgen (en om de juiste corrigerende maatregelen te kunnen nemen wanneer die nodig zijn).\u003c/p\u003e","resource-about-text_value":"Zendesk maakt supportsoftware voor bedrijven die geven om hun klanten.","resource-adblock-one-title_value":"Social media: blijf niet achter","resource-adblock-one-link_value":"http://www.zendesk.com/resources/social-media-and-the-future-of-customer-support","resource-adblock-one-image_value":"https://d16cvnquvjw7pr.cloudfront.net/images/p-resources/promo-infographic-social-media-dominance.png","resource-adblock-two-title_value":"Hoe de klantenservice van je bedrijf online wordt beoordeeld","resource-adblock-two-link_value":"http://www.zendesk.com/resources/how-your-companys-customer-service-is-being-graded-online","resource-adblock-two-image_value":"https://d16cvnquvjw7pr.cloudfront.net/images/p-resources/promo-infographic-grade-your-support.jpg","resource-gated_value":"0","_yoast_wpseo_linkdex":"77","sfdc-campaign-id":"","tagline":"","web-thank-you-message":"","_encloseme":"1","_wp_old_date":"11-1-2013","pardot-url":"","_yoast_wpseo_sitemap-html-include":"-","thumbnail-image":"","enable-form-swaps":"","enable-form-swaps-checkbox-fix":"","_trash_the_other_posts":"0","blog-post-hierarchy":"1","nav-title":"Klantervaring","blog-post-gated-enable":"1","blog-post-gated-img":"https://d26a57ydsghvgx.cloudfront.net/content/Photography%20%28updated%20dimensions%202020%29/IndustriesSoftware-274_Final_x2.jpg","blog-post-gated-headline":"Eenvoudige oplossingen voor de belangrijkste CX-uitdagingen van 2020","blog-post-gated-subheadline":"Ontdek hoe je uitmuntende klantervaringen levert","blog-post-load-wistia":"Select One","_edit_lock":"1608117357:4451","_edit_last":"4451","_pingme":"1","_wp_old_slug":"why-companies-should-invest-in-the-customer-experience","canonical":"https://www.zendesk.nl/blog/why-companies-should-invest-in-the-customer-experience-2/","seoTitle":"Wat is klantervaring (CX)? Belang, strategieën, voorbeelden","seoDescription":"Klantervaring (in het Engels afgekort tot CX - Customer eXperience) is alles wat te maken heeft met een bedrijf dat invloed heeft op de perceptie en gevoelens van een klant. Leer hoe je een CX-strategie kunt opstellen.","seoImage":"http://d26a57ydsghvgx.cloudfront.net/content/72_DPI-1_Knowledge_Management_Hero.jpg","twitterImage":"http://d26a57ydsghvgx.cloudfront.net/content/72_DPI-1_Knowledge_Management_Hero.jpg","robots":"index,max-snippet:-1,max-image-preview:large,max-video-preview:-1,follow","hub":{"href":"/blog/why-companies-should-invest-in-the-customer-experience-2/","children":"Klantervaring","key":"linkListItem-201914166"},"spokes":[{"href":"/blog/measuring-customer-experience/","children":"Customer experience analytics","key":"linkListItem-202156001"}],"breadcrumbs":[{"link":"/blog/tags/customer-engagement/","title":"Klantbetrokken­­heid","id":2971},{"title":"Klantervaring","link":""}],"path":"/blog/why-companies-should-invest-in-the-customer-experience-2/","title":"Wat is klantervaring (CX) en waarom is dit belangrijk?","publishedAt":"2020-04-17 09:20:37","updatedAt":"2020-12-16 11:15:57","updatedAtFormatted":"16 december 2020","content":"\u003cp\u003eKlanten verwachten meer van bedrijven. Wie kan het ze kwalijk nemen? We kennen ze wel: klantervaringen die variëren van uitmuntend tot allerbelabberdst. Hoge verwachtingen van klanten leggen meer druk op bedrijven om een evenwicht te vinden tussen de ervaring die ze willen aanbieden en de beperkte middelen en andere prioriteiten, vooral wanneer de bekende klantgerichte bedrijven alle vruchten plukken.\u003c/p\u003e\n\u003ch2\u003eIn dit artikel gaan we op onderzoek uit:\u003c/h2\u003e\n\u003cul class=\"bordered\"\u003e\n\u003cli\u003e\u003ca href=\"#What is customer experience (CX)?\"\u003e\u003cstrong\u003eWat is klantervaring precies?\u003c/a\u003e\u003c/li\u003e\n\u003cp\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cli\u003e\u003ca href=\"#The importance of customer experience\"\u003e\u003cstrong\u003eHet belang van klantervaring\u003c/a\u003e\u003c/li\u003e\n\u003cp\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cli\u003e\u003ca href=\"#What is a good customer experience?\"\u003e\u003cstrong\u003eWat is een goede klantervaring?\u003c/a\u003e\u003c/li\u003e\n\u003cp\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cli\u003e\u003ca href=\"#Customer experience management\"\u003e\u003cstrong\u003eKlantervaring beheren\u003c/a\u003e\u003c/li\u003e\n\u003cp\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cli\u003e\u003ca href=\"#Improving your customer experience strategy\"\u003e\u003cstrong\u003eJe klantervaringstrategie verbeteren\u003c/a\u003e\u003c/li\u003e\n\u003cp\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cli\u003e\u003ca href=\"#Measuring customer experience\"\u003e\u003cstrong\u003eKlantervaring meten\u003c/a\u003e\u003c/li\u003e\n\u003cp\u003e \u003c/strong\u003e\n\u003c/ul\u003e\n\u003cp\u003e\u003cspan id=\"What is customer experience (CX)?\"\u003e\u003c/span\u003e\u003c/p\u003e\n\u003csection\u003e\n\u003cdiv class=\"container grid\"\u003e\n\u003cdiv class=\"row\"\u003e\n\u003cdiv class=\"col col-small-10\"\u003e\n\u003cdiv class=\"accent-box accent-tofu\"\u003e\n\u003ch2\u003eWat is klantervaring precies?\u003c/h2\u003e\n\u003cp\u003eKlantervaring (in het Engels afgekort tot CX \u0026#8211; Customer eXperience) is alles wat te maken heeft met een bedrijf dat invloed heeft op de perceptie en gevoelens van een klant.\u003c/p\u003e\n\u003c/p\u003e\u003c/div\u003e\n\u003c/p\u003e\u003c/div\u003e\n\u003c/p\u003e\u003c/div\u003e\n\u003c/p\u003e\u003c/div\u003e\n\u003c/section\u003e\n\u003cp\u003eCX richt zich op de relatie tussen een bedrijf en zijn klanten. De ervaring omvat elke interactie, hoe kortstondig die ook is en zelfs als de interactie niet tot een aankoop leidt. Of het nu gaat om een telefoontje naar de klantenservice, het zien van een advertentie of zelfs zoiets alledaags als het betalen van een rekening, bij elke interactie tussen klanten en bedrijven draait het om relaties die worden opgebouwd of die schade oplopen. Het belangrijkste is hoe klanten deze ervaringen in het algemeen zien. \u003c/p\u003e\n\u003caside\u003e\n\u003cblockquote\u003e\u003cp\u003e\u0026quot;Klantervaring heeft betrekking op alle manieren waarop een klant met een bedrijf in contact komt, in alle fasen van de customer journey.\u0026quot;\u003c/p\u003e\u003c/blockquote\u003e\n\u003cp\u003e\u003ccite\u003eDave Dyson, Senior Customer Service Evangelist, Zendesk\u003c/cite\u003e\u003c/aside\u003e\n\u003cp\u003e\u0026quot;Klantenervaring is hoe een klant zich voelt over de som van alle interacties met een bedrijf\u0026quot;, aldus Dave Dyson, Senior Customer Service Evangelist bij Zendesk. \u0026quot;Het gaat om elke manier waarop een klant contact met een bedrijf heeft, in alle fasen van de customer journey, waaronder het marketingmateriaal dat hij ziet voordat hij klant wordt, de saleservaring, de kwaliteit van een product of dienst, en de klantenservice die hij na aankoop ontvangt.\u0026quot; \u003c/p\u003e\n\u003ch3\u003eWaaruit bestaat klantervaring precies? \u003c/h3\u003e\n\u003cp\u003eTegenwoordig hebben klanten meer manieren om met bedrijven te communiceren dan ooit tevoren. Te denken valt aan:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eTraditionele bezoeken aan fysieke winkels\u003c/li\u003e\n\u003cli\u003eMobiele apps\u003c/li\u003e\n\u003cli\u003eSocial media\u003c/li\u003e\n\u003cli\u003eChatgesprekken via het web of sms-berichten\u003c/li\u003e\n\u003cli\u003eSupportforums\u003c/li\u003e\n\u003cli\u003eCreatieve inspanningen van marketing\u003c/li\u003e\n\u003cli\u003eZelfs apparaten die zijn aangesloten op IoT (het internet der dingen)\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eAls we de complexiteit van de klantervaring van interactie tot interactie willen verkleinen en een definitie willen opstellen van wat klantervaring nou precies is, kan het nuttig zijn om het geheel op te splitsen in de bouwstenen.\u003c/p\u003e\n\u003cul class=\"list-check-circle-fill\"\u003e\n\u003cli\u003eCultuur, strategie en processen\u003c/li\u003e\n\u003cp\u003eToen \u003ca href=\"/blog/idc-supporting-customer-experience-initiatives-productivity-process/\"\u003eInternational Data Corporation\u003c/a\u003e klantenservice-organisaties vroeg wie de inspanningen leidt om uitmuntende klantervaringen te leveren, antwoordde meer dan 72% van de respondenten dat die strategie wordt geleid door de CEO of andere hogere leidinggevenden. Met andere woorden, de mensen aan de top moeten hun invloed en macht gebruiken om ervoor te zorgen dat hun bedrijf zich richt op het bieden van een consistente klantervaring gedurende de gehele marketing- en salescyclus, en vooral bij hun klantenservice. Het management moet de toon zetten en de waarden van de klantervaring in de gehele organisatie uitdragen, bereid zijn om \u003ca href=\"/blog/3-keys-silo-free-scalable-self-service/\" rel=\"noopener\" target=\"_blank\"\u003esilo\u0026#8217;s\u003c/a\u003e af te breken en strategieën en processen te ontwikkelen, binnen CX en daarbuiten, om de doelstellingen van het bedrijf te realiseren. Het stellen van prioriteiten binnen het bedrijf en het in evenwicht brengen van CX met andere afdelingsgebonden resourcingbehoeften, valt ook onder de verantwoordelijkheid van het management. \u0026quot;Een klantenservicestrategie en waarden die niet worden ondersteund met resources, zullen niet ver komen,\u0026quot; aldus Dyson.\u003c/p\u003e\n\u003cli\u003eProducten en diensten\u003c/li\u003e\n\u003cp\u003eDeze moeten voldoen aan de behoeften, eisen en verwachtingen van de klant. De bedrijven met de beste klantervaringsstrategieën zetten hun kennis en cultuur in om vooruit te lopen op CX-behoeften voordat klanten om hulp vragen. Een ervaring is misschien niet altijd tastbaar, maar de bouwstenen waaruit de ervaring bestaat, zijn dat wel. \u0026quot;Een product dat voldoet aan de behoeften en verwachtingen van de klant, zal minder aftersales support nodig hebben dan een product dat dat niet doet\u0026quot;, aldus Dyson.\u003c/p\u003e\n\u003cli\u003ePersonen\u003c/li\u003e\n\u003cp\u003eKlantenservicemedewerkers, partners en leveranciers spelen allemaal een onmisbare rol bij het leveren van een consistente klantervaring.Dat betekent dat je de strategie van je bedrijf moet doorgronden en de juiste training en motivatie moet hebben om een succesvolle klantervaring te ontwikkelen en implementeren.Ook moet je de juiste \u003ca href=\"https://www.zendesk.com/blog/tags/employee-experience/\"\u003ewerknemerservaring\u003c/a\u003e creëren zodat je medewerkers gemakkelijk aan de behoeften en verwachtingen van klanten kunnen voldoen.\u0026quot;Training, tools, beleid, processen en cultuur moeten allemaal in dienst staan van mensen \u0026#8211; je klanten en medewerkers\u0026quot;, aldus Dyson.\u0026quot;Hoe je succes meet of je medewerkers aanmoedigt om samen te werken of te concurreren, welke mogelijkheden je ze geeft om te groeien, in hoeverre ze beslissingen mogen nemen om de klant te helpen \u0026#8211; al deze zaken kunnen de ervaring van medewerkers beïnvloeden, wat uiteindelijk de ervaring van klanten beïnvloedt.\u0026quot;\u003c/p\u003e\n\u003cli\u003eInformatie\u003c/li\u003e\n\u003cp\u003eContent, data en analyses van processen tussen business-to-customer, employee-to-employee en van partners-to-customers spelen hierbij een rol.\u003ca href=\"/guide/\"\u003eKennismanagement\u003c/a\u003e, zowel externe als interne kennis, spelen een belangrijke rol bij het verbeteren van de efficiëntie van een organisatie en het bieden van selfservice-mogelijkheden aan klanten.Als klanten kunnen reageren op je marketing-uitingen, weet dan dat dit ook is inbegrepen.\u003c/p\u003e\n\u003cli\u003eTouchpoints en kanalen waarop je klanten ontmoet\u003c/li\u003e\n\u003cp\u003eDit zijn alle touchpoints en kanalen waarmee een klant in contact komt met een organisatie: via telefoon, e-mail, sms, chat, advertenties, je website of zelfs een beoordelingssite van een derde partij, zoals Yelp. \u003c/p\u003e\n\u003cli\u003eTechnologie\u003c/li\u003e\n\u003cp\u003eDe moderne klantenservice-omgeving is per definitie afhankelijk van technologie om de service aan te sturen, bijvoorbeeld met \u003ca href=\"/support/features/customer-service-management-software/\"\u003eklantenservicesoftware\u003c/a\u003e.\u003c/ul\u003e\n\u003ch3\u003eWat is het verschil tussen klantervaring en klantenservice?\u003c/h3\u003e\n\u003cp\u003eHet verschil tussen klantenservice en klantervaring is dat \u003ca href=\"/blog/customer-service-skills/\"\u003eklantenservice\u003c/a\u003e één factor in de \u003ca href=\"/blog/fantastic-voyage-customer-journey-mapping-well-worth-effort/\"\u003ecustomer journey\u003c/a\u003e is, terwijl klantervaring de som is van alle interacties van een klant met een merk.Met andere woorden, klantenservice is een stukje van de klantervaringspuzzel.Goede klantenservice is van vitaal belang voor de algehele ervaring van klanten van je bedrijf.Agenten zijn vaak de eerste (en enige) menselijke stem die klanten horen, vooral wanneer ze contact opnemen over een probleem waarmee ze zitten.\u003c/p\u003e\n\u003cp\u003e\u003cspan id=\"The importance of customer experience\"\u003e\u003c/span\u003e\u003c/p\u003e\n\u003ch2\u003eWaarom is klantervaring zo belangrijk?\u003c/h2\u003e\n\u003cp\u003eKlantervaring is belangrijk omdat deze impact heeft op het resultaat van een bedrijf.Het gevoel dat klanten over je merk hebben, houdt verband met klantbehoud, levensduurwaarde en merkloyaliteit, en 52% van de klanten meldt dat ze er alles aan doen om merken te kopen waar ze trouw aan zijn, volgens het \u003ca href=\"/customer-experience-trends/\"\u003eZendesk-rapport over trends op het gebied van klantervaring 2020\u003c/a\u003e.Het aantrekken en behouden van klanten in een uiterst competitieve zakelijke omgeving is geen sinecure. Bedrijven die het belang van een naadloze, effectieve klantervaring negeren, leggen het uiteindelijk af tegen rivalen die begrijpen dat het de klant is die bepaalt wat goede service is.Dit betekent dat zelfs een klantervaring die niet aan de verwachtingen voldoet, drastische gevolgen kan hebben voor de reputatie van een merk en dat een verminderde ruimte voor fouten nog gevaarlijker is vanwege het gemak waarmee klanten in dit web 2.0-tijdperk naar een concurrent kunnen overstappen.Als een product of de manier waarop een bedrijf met je omgaat je niet bevalt, is het vinden van een alternatief net zo eenvoudig als het invoeren van een zoekopdracht bij Google.De helft van de klanten zegt volgens het trendsrapport van Zendesk dat ze na één slechte ervaring al overstappen naar een concurrent.Bij meer dan één slechte ervaring is dat aantal maar liefst 80%.\u0026quot;Goede klantervaring geeft je een groter \u003ca href=\"https://www.forbes.com/sites/forbescommunicationscouncil/2018/01/29/client-experience-as-a-competitive-advantage/#3513722856b3\" rel=\"noopener\" target=\"_blank\"\u003econcurrentievoordeel\u003c/a\u003e.Klanten kunnen altijd kiezen om ergens anders naartoe te gaan\u0026quot;, aldus Dyson.\u0026quot;Als je problemen hebt en je de klantenservice niet kunt bereiken, raak je gefrustreerd. Dat beschouw je als een slechte ervaring en je zou zo kunnen vertrekken.Bedrijven die goede ervaringen leveren scheppen verwachtingen voor wat klantervaring zou moeten zijn bij andere, soortgelijke bedrijven.\u0026quot;\u003c/p\u003e\n\u003cblockquote\u003e\u003cp\u003e50% van de klanten stapt na één slechte ervaring over naar een concurrent.Bij meer dan één slechte ervaring is dat aantal maar liefst 80%.\u003c/p\u003e\u003c/blockquote\u003e\n\u003cp\u003eDoor deze verzadiging van de markt, realiseren veel bedrijven zich dat klantervaring hun beste kans is om zich te onderscheiden van de concurrentie.Met andere woorden, als een goed product en een concurrerende prijs niet langer voldoende zijn om loyaliteit op te leveren, zullen gepersonaliseerde, klantgerichte ervaringen je onderscheidende factor moeten zijn. \u003c/p\u003e\n\u003cp\u003e\u003cspan id=\"What is a good customer experience?\"\u003e\u003c/span\u003e\u003c/p\u003e\n\u003ch2\u003eWat is een goede klantervaring?\u003c/h2\u003e\n\u003cp\u003eEen goede klantervaring is een ervaring die het klanten gemakkelijk maakt om zaken met je te doen, zegt Dyson.\u0026quot;Bij een uitmuntende klantervaring kunnen klanten moeiteloos het doel doelen bereiken dat ze met je product of dienst willen doen\u0026quot;, zo zegt hij.\u0026quot;Klantentrouw gaat minder over grote \u0026#8216;wauw\u0026#8217;-momenten en meer over betrouwbaar zijn en het klanten gemakkelijk maken.\u0026quot;Een positieve klantervaring zou bijvoorbeeld kunnen zijn:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eMarketing die realistische verwachtingen schept ten aanzien van een product of dienst\u003c/li\u003e\n\u003cli\u003eIntuïtief productontwerp\u003c/li\u003e\n\u003cli\u003eGemakkelijk toegankelijke selfservice\u003c/li\u003e\n\u003cli\u003eProactieve berichtgeving over bekende problemen\u003c/li\u003e\n\u003cli\u003eSales met transparante prijzen\u003c/li\u003e\n\u003cli\u003eAltijd beschikbare live klantenservice met korte wachttijden\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eHet is belangrijk dat al deze teams samenwerken om een naadloze, consistente ervaring voor de klant te creëren.Aangezien elke klantinteractie meestal door een aparte afdeling wordt afgehandeld, kan het lijken of het hebben van mooie cijfers binnen elke afdeling voldoende is voor een geweldige klantervaring.Het lastige van CX is echter dat de consument zijn relatie met je bedrijf niet ziet als een reeks kleinere interacties, maar dat hij zich deze eerder als één aaneengesloten interactie zal herinneren.Dit kan problemen opleveren bij organisaties waar verschillende afdelingen onafhankelijk van elkaar werken en niet met elkaar communiceren.Deze silo-aanpak kan ertoe leiden dat klanten informatie moeten herhalen, formulieren meerdere keren moeten invullen of gewoon een customer journey moeten afleggen die langer duurt dan nodig is.Agenten moeten bijvoorbeeld gemakkelijk toegang kunnen krijgen tot de context van een klant, zoals welke artikelen die in zijn winkelwagentje heeft zitten of welke e-mailpromoties die heeft geopend, zelfs als het marketingteam direct verantwoordelijk is voor die informatie.Ook moet een marketingteam inzicht hebben in eerdere supportinteracties, zodat ze klanten doelgerichter e-mails kunnen sturen.Inzicht in CX vanuit een end-to-end perspectief en de behoeften van de klant centraal stellen bij elke stap, is de sleutel tot het creëren van een goede klantervaring. \u003c/p\u003e\n\u003cp\u003e\u003cspan id=\"Customer experience management\"\u003e\u003c/span\u003e\u003c/p\u003e\n\u003ch2\u003eKlantervaring beheren\u003c/h2\u003e\n\u003cp\u003eHet beheren van de klantervaring is \u0026quot;het ontwerpen van en reageren op klantinteracties om aan de verwachtingen te voldoen of deze te overtreffen, wat leidt tot een grotere klanttevredenheid, loyaliteit en voorstanders van je bedrijf\u0026quot;, \u003ca href=\"https://www.gartner.com/en/information-technology/glossary/customer-experience-management-cem\" rel=\"noopener\" target=\"_blank\"\u003ealdus Gartner\u003c/a\u003e.Bedrijven die niet in staat zijn om \u003ca href=\"/blog/customer-experience-management-matters/\"\u003ede klantervaring te beheren\u003c/a\u003e, kiezen vaak voor een gefragmenteerde aanpak, wat wil zeggen dat ze kijken naar de verschillende factoren die de klantervaring bepalen en uitzoeken hoe deze verbeterd kan worden.Terwijl ze dat doen, houden ze onvoldoende rekening met hoe elke factor andere factoren beïnvloedt.Die aanpak houdt de chaos in stand die hoort bij het foutief beheren van de klantervaring.Met een meer organisatorische en holistische benadering van de klantervaringsstrategie ontstaat er meer klanttevredenheid en \u003ca href=\"https://www.forbes.com/sites/blakemorgan/2019/09/24/50-stats-that-prove-the-value-of-customer-experience/#539af3874ef2\" rel=\"noopener\" target=\"_blank\"\u003eklantentrouw.\u003c/a\u003eHier zijn enkele aspecten om in gedachten te houden bij het opstellen van je strategie voor wat betreft het beheren van de klantervaring:\u003c/p\u003e\n\u003cul class=\"list-check-circle-fill\"\u003e\n\u003cli\u003eMarketing\u003c/li\u003e\n\u003cp\u003eDe rol van marketing in de klantervaring is misschien wel de meest dynamische; deze moet voortdurend worden aangepast aan veranderende behoeften van de klant.Marketeers zijn doorgaans verantwoordelijk voor de eerste indruk bij een prospect naar aanleiding van advertenties, campagnes en mond-tot-mondreclame.Hun invloed reikt verder dankzij publieke communicatie, \u003ca href=\"/support/features/social-media-customer-service/\"\u003emarketing via social media\u003c/a\u003e en het creëren van merkaanwezigheid.Met de gegevens die via al deze klantcontactpunten worden verzameld, kunt u meer gepersonaliseerde klantervaringen creëren, die op hun beurt tot loyalere klanten leiden.\u003c/p\u003e\n\u003cli\u003eSales\u003c/li\u003e\n\u003cp\u003eHet is de taak van een salesorganisatie om de verwachtingen van (potentiële) klanten te versterken.Afgezien van snelle retailervaringen speelt het salesproces vaak een belangrijke rol tijdens de customer journey en bij het voldoen aan de behoeften van prospects.Het proces geeft waardevolle inzichten in wat klanten zoeken (of het nu gaat om specifieke kenmerken, follow-ups, supportvereisten, etc.) die op hun beurt van invloed kunnen zijn op inspanningen in andere delen van het bedrijf.Wanneer de klantervaring binnen de afdelingen van je bedrijf synchroon verloopt, is sales beter in staat om herhalingsaankopen af te sluiten en het verloop onder je klanten te verminderen.\u003c/p\u003e\n\u003cli\u003eProduct\u003c/li\u003e\n\u003cp\u003eDe goederen en diensten van een bedrijf en de klantervaring zijn nauw met elkaar verbonden. Veel klanten betalen graag meer voor een ervaring dan voor het product dat ze ontvangen (denk aan de verschillen tussen een chic diner en een etentje in een middenmoot restaurant).Naast de directe ervaring zijn er details als betrouwbaarheid, betaalbaarheid, gebruikerservaring (UX), algemeen gebruiksgemak en de levenscyclus van een product die allemaal een rol spelen in de klantervaring.De ervaring die het product biedt, draagt in de eerste plaats bij aan de reputatie van een bedrijf, wat op zijn beurt weer van invloed is op elk ander onderdeel van de klantervaring.\u003c/p\u003e\n\u003cli\u003eKlantenservice\u003c/li\u003e\n\u003cp\u003eNa een verkoop is de klantenservice vaak de eerste afdeling die contact met de klant heeft. \u003c/ul\u003e\n\u003cp\u003eSupportmedewerkers kunnen in realtime feedback verzamelen over de klantervaring: ze kunnen zien hoe klanten met het product omgaan, hoe (en of) aan de verwachtingen wordt voldaan en hoe het klantenbestand in de loop van de tijd verandert.Feedback is het meest cruciale onderdeel van de klantervaring; zonder feedback kunnen bedrijven zich niet goed ontwikkelen.\u003cb\u003eEen CRM-platform zoals \u003ca href=\"/platform/\" rel=\"noopener\" target=\"_blank\"\u003eZendesk Sunshine\u003c/a\u003e kan helpen om klantgegevens van al deze teams en bedrijfsonderdelen aan elkaar te koppelen om het beheer te stroomlijnen.\u003c/b\u003e\u003c/p\u003e\n\u003cp\u003e\u003cspan id=\"Improving your customer experience strategy\"\u003e\u003c/span\u003e\u003c/p\u003e\n\u003ch2\u003e7 manieren om je klantervaringsstrategie te verbeteren\u003c/h2\u003e\n\u003cp\u003eNaarmate de concurrentie en dus de economische onzekerheid toeneemt, is één ding wel zeker: een goede klantervaring kan het succes van een bedrijf bevorderen.Maar loyaliteit is geen vanzelfsprekendheid, die wordt verdiend.En zonder de juiste strategie gaat die gemakkelijk verloren.Het goede nieuws is dat klantervaring kan worden verbeterd.En dat begint met het centraal stellen van de klant in uw strategie.Hier zijn 7 tips:\u003c/p\u003e\n\u003col class=\"list-num-circle\"\u003e\n\u003cli\u003e\n\u003ch4\u003eZorg voor een gesloten feedbacklus\u003c/p\u003e\n\u003ch4\u003e\u003c/li\u003e\n\u003cp\u003eFeedback van klanten geeft inzicht in de verwachtingen van klanten en hoe deze in de loop van de tijd kunnen veranderen door veranderingen in je branche.Op basis van reacties kun je ook inzicht krijgen in waar klanten vastlopen en controleren wat wel goed werkt.Het is belangrijk om feedback te erkennen en ter harte te nemen.\u0026quot;Het is belangrijk om een feedbacklus met klanten te hebben en te handelen naar wat ze je vertellen,\u0026quot; aldus Dyson.\u0026quot;Zo bouw je vertrouwen op en zorg je ervoor dat je niet alleen maar ja knikt.\u0026quot;Dyson raadt ook aan om een interne feedbacklus voor medewerkers op te zetten.Agenten kunnen helpen bij het verzamelen van feedback van klanten en inzicht geven in wat het voor hen een uitdaging vormt om uitmuntende service te leveren, zoals beleidsregels of processen die niet voldoen aan de behoeften van de klant of wrijving tussen onafhankelijk van elkaar werkende teams, wat leidt tot trage reacties en oplossingen van problemen die klanten ervaren.\u003c/p\u003e\n\u003cli\u003e\n\u003ch4\u003eBouw een omnichannel ervaring\u003c/li\u003e\n\u003c/h4\u003e\n\u003cp\u003eWanneer je een omnichannel CX-strategie ontwikkelt, heb je niet alleen contact met klanten op de plek waar zij zich bevinden.\u003ca href=\"https://blog.smooch.io/what-omnichannel-really-means/\" rel=\"noopener\" target=\"_blank\"\u003eOmnichannel betekent\u003c/a\u003e dat je een stap verder gaat en je klanten een consistent communicatietraject aanbiedt; een traject waarbij de gespreksgeschiedenis en context van kanaal tot kanaal blijven behouden.De context \u0026#8211; wie je klant is, welke uitgaande e-mails ze hebben geopend, wat er in hun winkelwagen zit of waar ze in het verleden met je over hebben gepraat \u0026#8211; is cruciaal om een goede ervaring over verschillende kanalen heen te leveren.\u003c/p\u003e\n\u003cli\u003e\n\u003ch4\u003eCreëer een content management strategie\u003c/li\u003e\n\u003c/h4\u003e\n\u003cp\u003eKlanten lossen problemen vaak liever zelf op dan dat ze een agent om raad vragen.Je kunt je klanten hiermee helpen door data-driven content beschikbaar te stellen voor ze.Meestal gebeurt dit in de vorm van Help-artikelen of chatbots die klanten snel in de goede richting wijzen.Het is belangrijk om ervoor te zorgen dat je content klopt en up-to-date is; een nutteloos artikel levert een slechte ervaring op.\u003c/p\u003e\n\u003cli\u003e\n\u003ch4\u003ePersonaliseer de hulp die je aanbiedt\u003c/li\u003e\n\u003c/h4\u003e\n\u003cp\u003eVolgens het Zendesk-rapport over trends op het gebied van klantervaring 2020 verwacht 76% van de klanten personalisatie op basis van beschikbare gegevens.Zo verwachten ze dat je rekening houdt met de contactmethode van hun voorkeur, het type of de status van hun account, productaanbevelingen op basis van aankoop- of zoekgeschiedenis, of een bepaalde gepersonaliseerde online ervaring.Support op maat leveren kan een lange weg zijn, vooral als het gaat om het leveren van de juiste klantervaring.Door contextinfo te verzamelen over wie de klant is (zijn voorkeuren, persoonlijkheden, gewoonten, enz.), kunnen agenten hun steun beter op de klant richten, wat leidt tot kortere oplossingstijden.Het kan nuttig zijn om UX-onderzoek te doen naar de supportinitiatieven van je bedrijf om manieren te vinden om interacties meer gepersonaliseerd te maken. \u003c/p\u003e\n\u003cli\u003e\n\u003ch4\u003eGeef klanten de juiste middelen in handen met AI\u003c/li\u003e\n\u003c/h4\u003e\n\u003cp\u003eGartner schat dat in 2022 bij 72 procent van de klantinteracties sprake zal zijn van een opkomende technologie zoals een zelflerende toepassingen, chatbots of messaging via mobiele apparaten.Door AI aangedreven chatbots en virtuele klantassistenten zijn handig om snel, repetitieve taken uit te voeren.Maar als ze hun grenzen in het bieden van geschikte support hebben bereikt, moeten er mensen zijn om klanten te helpen. \u003c/p\u003e\n\u003cli\u003e\n\u003ch4\u003eLever proactieve ervaringen\u003c/li\u003e\n\u003c/h4\u003e\n\u003cp\u003eAlleen maar reageren op de behoeften van klanten is niet meer voldoende om op te vallen.Wanneer bedrijven proactief zijn door te anticiperen op de behoeften van klanten en problemen op te lossen voordat deze worden geëscaleerd of zelfs maar plaatsvinden, kunnen ze een unieke ervaring creëren die persoonlijk aanvoelt.Een e-commerce bedrijf kan bijvoorbeeld een chatbot inzetten op zijn afrekenpagina om vragen van klanten te beantwoorden voordat ze hun winkelwagen verlaten.En een internetbedrijf kan een tekst sturen om klanten te informeren over aanstaand systeemonderhoud.\u003c/p\u003e\n\u003cli\u003e\n\u003ch4\u003eMaak gebruik van data en analyses\u003c/li\u003e\n\u003c/h4\u003e\n\u003cp\u003eDe verhalen die in de gegevens over je klanten en je supportmedewerkers te vinden zijn, zullen je op veel dingen wijzen: de efficiëntie van je supportorganisatie, de algemene tevredenheid over de interacties, de trends in het gedrag van je klanten en nog veel meer.Processen verfijnen met de klantervaring in het achterhoofd begint met inzicht in wat de gegevens te vertellen hebben.\u003c/ol\u003e\n\u003cp\u003e\u003cspan id=\"Measuring customer experience\"\u003e\u003c/span\u003e\u003c/p\u003e\n\u003ch2\u003eHoe je klantervaring meet\u003c/h2\u003e\n\u003cp\u003e\u0026quot;Er is geen enkel magische methode om klantervaring te meten,\u0026quot; zegt Dyson.\u0026quot;Je moet naar alle kleine stukjes van de puzzel kijken.Klantervaring laat zich lastig in zijn geheel meten, dus hoe meer gegevens je hebt, hoe beter.\u0026quot;Hier zijn enkele dingen om mee van start te gaan:\u003c/p\u003e\n\u003cul\u003e\n\u003cp\u003e\u003cstrong\u003e\u003c/p\u003e\n\u003cli\u003eStuur klanttevredenheidsenquêtes uit\u003c/li\u003e\n\u003cp\u003e \u003c/strong\u003e\u003cbr /\u003e\nDeze enquêtes geven inzicht in zaken als je klanttevredenheidsscore (CSAT) en Net Promotor Score (NPS).\u003c/li\u003e\n\u003cp\u003e\u003cstrong\u003e\u003c/p\u003e\n\u003cli\u003eMeet de Customer Effort Score (CES)\u003c/li\u003e\n\u003cp\u003e \u003c/strong\u003e\u003cbr /\u003e\nDeze score geeft aan hoe gemakkelijk een klant vond dat het was om een oplossing te vinden voor een probleem tijdens een recent contact.\u003cbr /\u003e\n\u003cstrong\u003e\u003c/p\u003e\n\u003cli\u003eAnalyseer de verloopcijfers, cijfers over nieuwe klanten en de waarde van de levensduur van klanten\u003c/li\u003e\n\u003cp\u003e\u003c/strong\u003e\u003cbr /\u003e\n Je kunt verloop van bestaande klanten en gewonnen nieuwe klanten onder de loep nemen onder verschillende cohorten en ze vergelijken, bijvoorbeeld wie contact met uw supportteam hebben gehad en wie niet,\u0026quot; aldus Dyson.\u0026quot;Als degenen die contact hebben opgenomen met support langer klant blijven, weet je dat je supportteam goede ervaringen levert.\u0026quot;\u003cbr /\u003e\n\u003cstrong\u003e\u003c/p\u003e\n\u003cli\u003eVoer een A/B-test uit op nieuwe CX-inspanningen\u003c/li\u003e\n\u003cp\u003e\u003c/strong\u003e\u003cbr /\u003e\nWanneer je bijvoorbeeld je klantenservicesoftware in je marketingautomatiseringssysteem integreert, kun je e-mails naar gerichte klantsegmenten aan een A/B-test onderwerpen.\u003cbr /\u003e\n\u003cstrong\u003e\u003c/p\u003e\n\u003cli\u003eZet je communityforum als virtuele focusgroep in\u003c/li\u003e\n\u003cp\u003e\u003c/strong\u003e\u003cbr /\u003e\nDiscussies in communityforums over pijnpunten, vragen naar nieuwe functies of over hoe klanten je product of dienst gebruiken, kunnen inzicht geven in hoe klanten zich voelen over hun ervaring met je bedrijf.\u003cbr /\u003e\n\u003cstrong\u003e\u003c/p\u003e\n\u003cli\u003eKijk naar de \u003ca href=\"/blog/3-types-customer-analytics/\"\u003eklantenservicegegevens\u003c/a\u003e, \u003c/strong\u003ezoals het percentage opnieuw geopende tickets en de tijd die nodig is om ze op te lossen\u003c/li\u003e\n\u003cp\u003e \u0026quot;Kijk hoe lang klanten moeten wachten tot ze antwoord krijgen. Dat is één manier om je klantervaring te meten.Niemand houdt ervan om te wachten wanneer die hulp nodig heeft,\u0026quot; zegt Dyson.\u003cbr /\u003e\n\u003cstrong\u003e\u003c/p\u003e\n\u003cli\u003ePraat met medewerkers die klantcontact hebben\u003c/li\u003e\n\u003cp\u003e \u003c/strong\u003e\u003cbr /\u003e\n\u0026quot;Afgezien van de cijfers kan het net zo nuttig zijn om medewerkers die direct klantcontact hebben, te vragen wat klanten hen vertellen,\u0026quot; aldus Dyson.Zo kan de klantenservice bijvoorbeeld inzicht hebben in pijnpunten waar het productteam mee aan de slag kan.\u0026quot;Het is ook belangrijk om agenten te vragen of ze zelf problemen ervaren.Als dat zo is, is de kans groot dat klanten dat ook hebben.Wanneer je het werk van je agenten vergemakkelijkt, kunnen ze zorgen voor een betere klantervaring.\u0026quot;\u003c/ul\u003e\n\u003ch2\u003eDe klantervaring is belangrijk\u003c/h2\u003e\n\u003cp\u003eInvesteren in een goede klantervaring is belangrijk voor elk bedrijf, hoe groot of klein ook. Je succes hangt immers af van je vermogen om trouwe klanten te behouden en aan te trekken. En als je je klanten niet op de eerste plaats zet, kun je ze net zo goed direct naar je concurrent sturen.\u003c/p\u003e\n","headerVariant":"blog","hasProgressBar":true,"promo":{"heading":"Eenvoudige oplossingen voor de belangrijkste CX-uitdagingen van 2020","body":"Ontdek hoe je uitmuntende klantervaringen levert","link":{"href":"https://www.zendesk.com/blog/meeting-advanced-challenges-modern-cx/","size":"small","children":"HET RAPPORT DOWNLOADEN"},"image":{"src":"https://d26a57ydsghvgx.cloudfront.net/content/Photography%20%28updated%20dimensions%202020%29/IndustriesSoftware-274_Final_x2.jpg"}},"hasStickySidebar":true,"layout":"hub","gatedLinkAndModal":{"href":"https://www.zendesk.com/blog/meeting-advanced-challenges-modern-cx/","text":"HET RAPPORT DOWNLOADEN","appendSuccessHtml":"","authoredTrackingParams":{"hiddenCampaignId":"","SFDCCampaigncode":"","lead_source_detail":"Website-Content Download","lead_source":"Website-Content Download","productInterest":"","marketingQualifiedLead":"","ownerId":"","event_key":"","event_id":""}},"hero":{"title":"Wat is klantervaring (CX) en waarom is dit belangrijk?","author":{"name":"Erin Hueffner","title":"Content Marketing Manager","handle":"","photo":"","shortBio":"","longBio":""},"shareLinks":{"twitter":"https://zdsk.co/3ajCZUG","facebook":"https://zdsk.co/3gVunVC","linkedin":"https://zdsk.co/3886TbC"},"updatedAtFormatted":"16 december 2020","layout":"hub","gatedTheme":"Select One","supertitle":{"icon":"post-type-article","link":"/blog/tags/article/","linkText":"Artikel","text":"17 min read"},"intro":"Wat betekent CX voor bedrijven? Het draait allemaal om wat een klant denkt en voelt bij een merk.","image":{"url":"http://d26a57ydsghvgx.cloudfront.net/content/72_DPI-1_Knowledge_Management_Hero.jpg","alt":"klantervaring","shape":"square","caption":""},"hasStickySidebar":true,"twoColumn":false,"video":{"url":"","caption":""}}},"preview":false,"id":201914166,"locale":"nl"},"__lang":"nl","__namespaces":{"header":{"brand_logoname_blog":"Zendesk-blog","newsroom":"Newsroom","brand_subtitle_newsroom":"Bedrijfsnieuws en mededelingen","marketplace":"Apps Marketplace","arialabel_toggle":"Mobiel menu in/uitschakelen","arialabel_search":"Zoeken","contact_us":"Contact","primary_btn":"Start gratis trial","primary_btn_blog":"Start gratis trial","secondary_btn_pricing":"Nu kopen","secondary_btn_login":"Aanmelden","secondary_btn_demo":"Bekijk de demo","return_to_homepage":"Ga naar de startpagina van 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