Many people talk about “customer experience,” but it often feels like an abstract concept that is not applicable to your business. In reality, a good customer experience fosters brand loyalty and better sales.
When customers pay your website a visit, they are not just looking at the products that you offer. They also care about the whole browsing experience. If your shop isn’t easily navigable, then customers are not likely to stick around and make a purchase even if you sell high-quality goods.
Customers are willing to shell out money if it means enjoying greater convenience and better customer service. This means that seamless customer experience is not an aspect you should be skimping on when it comes to your business investments.
Excellent customer experience keeps customers satisfied, which makes them want to keep returning to your business. If this is an area you want to pursue for your business, then you have come to the right place.
What Constitutes “Customer Experience”?
The customer experience is not limited to the shopping part of a customer’s journey. Customer experience (CX) refers to a customer’s whole relationship with a brand. It involves every touchpoint that affects and alters their perception of a company and how they interact with it.
Concretely, CX covers everything from a person’s initial knowledge about a brand or product to the point where they make payments at the store or check things out via an online payment service. Even how they use the product itself contributes to their customer experience.
Numerous factors, then, affect CX. Promotional materials such as your social media posts and online ads, your app or website interface, and product reviews—all these and more contribute to the brand picture continuously being painted in their minds.
A seamless customer experience means that a consumer encounters no errors and delays throughout their whole journey. They gain a pleasant experience that lets them enjoy the product fully.
Why Should I Invest in CX?
CX could make or break your brand in today’s setting. Product reviews and customer testimonials are widely accessible today, which is a double-edged sword for any business.
On the one hand, it means more people are willing to try your products thanks to positive feedback from fellow customers. But on the other hand, it also means the easy spread of comments from dissatisfied customers.
A customer’s thoughts and feelings about your brand will dictate their loyalty or lack thereof. Forbes even reports that a whopping 96% of customers are willing to switch to another brand because of poor customer service. If you want to retain customers in an extremely competitive market, then you need to build a seamless CX for them.
Three Keys to a Great CX Today
Here are some principles to keep in mind in the race to create great CX.
- Stay ahead of your consumers
You don’t just need to stay ahead of competitors in this fast-paced battleground. You also need to be a few steps ahead of your consumers. This means that you need to be on top of your customers’ needs even before they acknowledge or become aware of them.
Thoroughly review your operations and solve problems—even potential issues—before they grow, or better yet, before they even occur. When you make improvements, inform your customer base. This helps them better navigate your pages and also reveals your dedication to their experience.
- Gain valuable customer insights
Still, you have to know what customers are saying about your brand. Their feedback tells you which aspects of your business are successful and which ones customers are unhappy with. But naturally, before you get these insights, you have to collect them.
When they place orders, send a customer feedback survey that they can answer for a special reward, such as a discount on their next purchase or a freebie. Analyze your store data, too, and see which parts customers experience the longest waiting periods and what you can do to shorten this. Also, hold meetings with your customer service representatives to see any patterns in customer comments and behavior.
- Personalize the experience
Finally, today’s customers want things quick and easy. This includes a browsing experience that already caters to their wants and needs. The answer to this is personalizing their shopping experience with the information they provide.
For instance, for their first time shopping in your store, give them a brief questionnaire that refines top items and recommendations according to their preferences. You can also save information such as their preferred courier, payment method, and address so that there will be less work involved the next time they shop.
Developing a seamless customer is heavily dependent on how well you understand consumers and the speed and efficiency with which you attend to their needs. Remember these as you work to create the best CX for your customers.