The cannabis industry customer experience now defines the brand. More than ever before, companies are recognizing the importance of delivering an experience that makes them stand out from their competition. The same holds true when you are building a profitable cannabis brand.
Customer experience is defined as how customers perceive their interactions with your brand. If your brand stands for quality and innovation, for example, then that’s what customers expect from their interactions – whether in-store, online, or over the phone. If your customer experience doesn’t consistently deliver on that promise, you have a problem. What does it take to build and execute your cannabis company’s customer-experience and brand?
Listen. And respond
Everything an organization does – from marketing, research, advertising and customer service – plays a role in shaping the customer’s experience and in defining the brand.
With the rise of social media and feedback channels, one bad review can really hurt. Smart cannabis companies will actively listen to — and respond to — their consumers’ needs in order to meet or even anticipate their demands, reinforce customer loyalty, generate free word-of-mouth advertising, and create raving fans.
Consistency is key
Consistency is key to creating a positive customer experience. Customers need to know they’ll receive products of a consistent quality, in a consistent time frame, and backed by a consistent level of service and support.
Consider the customer experience at every level and in every operation of your organization. Superior inventory management techniques, for example, not only deliver consistent operational efficiencies and cost savings, they help guard against stock outs and delays in order fulfillment – both customer experience killers.
Utilize technology and say “no” to point solutions
As one might expect in any emerging industries, there are many technology solutions being created to address singular problems of the cannabis industry (including seed-to-sale tracking). These “point solutions” are not able to support the growing needs of a complex enterprise, depriving them of the single source of the truth that promotes efficiency, improves service levels, and maintains compliance. Cannabis companies accumulate loads of data — from both internal and external sources. When disparate technology solutions cannot access and share this data, you risk creating inefficiencies and blind spots in your operation.
Technology like Cannabis ERP solutions promote best practices and provide visibility into vital business data, making the data accessible and usable to the entire organization.
Promote operational excellence with cannabis industry customer experience
What does operational excellence have to do with your brand? Everything. Operational excellence is measured in your results. Operationally excellent companies deliver the right product to the right customer at the right time — every time. They invest in the tools, technology, and infrastructure required to provide consistent execution of customer-experience building experiences. In short, operationally excellent companies are exceptional at turning their customers into brand ambassadors.
Creating an exceptional cannabis industry customer experience is more than just a good idea — it’s a profitable idea. Consumers will pay more for a better experience. Your company — your brand — must be able to execute on a consistently superior experience or customers will jump to another brand that does. Building your brand requires a commitment to superior customer experience backed by the technology tools necessary to execute on that strategy.
If you want to build an exemplary cannabis industry customer experience, we can help. Contact Silver Leaf to learn more about cannabis ERP.