Customer experience focuses on all of the interactions a customer has throughout their journey with you, and directly influences your brands perception and reputation. As a result, this highlights the importance of customer experience as positive experiences create trust and loyalty, whereas negative ones will do the exact opposite.
Here, we’ll explore how you can deliver great customer experiences, every time:
Once, salespeople were in control. Now, it’s customers who have all the power. Thanks to the world wide web, customers can educate themselves on products/services and companies before buying.
To improve your customers control, look at introducing a chatbot on your site. A study found that 52% of consumers are more likely to pay attention to a brand if they can control the content presented to them. Therefore, as chatbots can answer specific queries and direct users to pages based on this, it offers convenience for your customers and places the relevant information they’re after in their hands.
The world is only becoming more competitive and saturated. We’re surrounded by loud adverts, bold messaging, and eye-catching imagery. And we as consumers see through it all. You can cut through the noise by building trust with your customers, and a way you can do this is by using personalisation. Here are some examples:
It’s not enough to be present on one platform such as email or social media. It’s found that 90% of customers expect an omnichannel experience, and if you can’t connect to your audience on multiple channels, this’ll directly impact your customer experience.
To improve your omnichannel experiences, you should:
Creating great experiences for your customers involves understanding the route they take to purchase your products/services. Do they use your social media channels to access your website? Are they spending more time on a particular webpage before taking the next action?
Once you’ve identified the most appropriate metrics to measure based on your goals, this’ll provide a better idea of ways to enhance your customer experience to create further engagement. Find out more about the metrics you should be paying attention to here.
Customer journeys are also forever changing, from channels emerging that create new digital customer experiences to shifting consumer trends. This means you’ll have to review your touchpoints regularly, allowing you to get an accurate representation of how they’re currently interacting with your business.
Few things impact brand reputation more than the way you handle negative feedback. Even if your product or service didn’t live up to their expectations, customers can still have a positive experience if you’re able to handle their issue effectively.
There’s a catch, however. It’s found that 96% of unhappy customers don’t end up complaining, they just leave, and it takes 12 positive experiences to compensate for one negative experience. So, by communicating with your customers at the post-purchase stage in their journey via feedback notifications for instance, you’ll always have opportunities to make your customers feel heard, valued, and looked after.
That way, you can increase the chances of earning their trust and loyalty back to rectify their negative experience.
To provide a great customer experience, you need to know what your customers actually want. However, where do you start with your customer journey mapping to uncover this information? In our infographic, we help you:
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