Introduction to Great Customer Experience Strategy
“People don’t buy goods and services, they buy relations, stories, and magic.” – Seth Godin
To get ahead of the E-commerce business world, establish a great customer experience strategy. It will give a sharp rise to customer satisfaction, customer lifetime value, and revenue. Your churn rate will be the only thing that will be falling apart.
66% of customers say that they are ready to pay more for an experience that is personalized. This clearly shows that customer experience is highly significant for your business.
What is Customer Experience?
Customer Experience, more commonly known as CX, is the customer’s comprehensive impression of their experience with your brand or business.
CX is the outcome of each and every interaction a customer does with your business. Everything the customer does, from surfing your website, conversing with the customer service, and to receiving the product or service.
All these things have an impact on the customer’s perception and the decision to keep buying things from you or not. Thus, an outstanding customer experience is a solution to success.
Why Customer Experience (CX) is important for your business?
A business cannot survive without its customers, and that is why businesses are focusing on grabbing new customers and more likely retaining the existing ones. Providing a great customer experience is highly important for any brand or business.
83% of companies that believe it is important to make customer’s happy, experience a growing revenue. So here are the benefits of CX for your business.
- Enhanced customer loyalty
- Enhanced customer satisfaction
- Higher customer lifetime value
- Strong customer retention
- Better word of mouth, positive reviews, and recommendations
Any kind of business can benefit from a customer experience strategy. Therefore, putting customers first is always upright for your business.
7 Ways to Create Great Customer Experience Strategy
Customer experience is not only bounded to the storefront. It comprises the whole customer journey – shopping, checkout, communication, shipping, and delivery. Customer Experience is an essential part of creating an overall impression of the brand.
Here are 7 effective ways to ensure your customers are receiving a high-quality experience.
Know your buyer persona
Understand your customers. And this is not what you do while building your business, but it has to be done at every stage and know the changing trends of customers.
Engage your customers with your business. Provide them opportunities to give feedback on the products and services.
If you aren’t doing this you are missing a huge thing. Observe what they do, not just what they say. Notice the behavior of customers, what ads they respond to, and what makes them fall off their shopping journey.
Include feedbacks survey on your site and welcome comments and questions from the customers. Get feedback from the customers via post-purchase email communications and know their choice better.
Make it easy to find products
The customers must be able to easily and quickly get the products they are looking for. This creates a great user experience. The homepage and the category pages must be easy to navigate.
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The products must be categorized according to what the shoppers search for while buying a product. Keep the category pages simple and as user-friendly as possible.
As you walk into the brick and mortar store, a sales representative attends you and guides you according to your choice to make your buying easy. The same goes for an E-commerce store. If you fail to do so, you are losing a potential sale.
After the customer has chosen a category to explore, product filtering is the further step. Products are filtered based on attributes like price, color, size, etc. Thus, difficult product navigation affects the customer experience of your business adversely.
Optimize for mobile
It’s a fact that there are more mobile shoppers than desktop. To grab revenue from mobile users, you must prioritize great user experience on devices like mobiles and tablets.
The design of your website must be responsive to adjust any screen size. Ensure that the customer gets the same experience on any device as on the desktop.
The appearance and functionality of your design must be the same in every device so that your store customer experience is not affected.
Make it personal
Making the communication with your customers personalized can help to increase relationships and loyalty with your brand.
One way to provide personalization is to address customers by names in email communications. That’s a great way but it is not the only way.
You can look into the information you have of your customers and guide them by recommending the products of their interests.
According to the analysis by smarter, on average, 71% of customers feel frustrated when their shopping experience is impersonal. Thus, personalization actually works for a better customer experience.
Example: “Share a Coke” campaign by Coca-cola is the best example of personalization marketing. The coke bottles come with popular names from Australia to Vietnam.
Educate your customers
Besides selling your products and services, provide relevant information on the field that you are an expert in. With good content, your site can be a resource for customers looking for a new product or category.
If you are a B2B business owner, educate your customers with relevant solutions that will be helpful to buck up their business. Educating customers can be in any form like blog posts, videos, infographics, and much more.
Example: Luxy Hair is a brand that provides hair styling tutorials on their Youtube channel. Some videos include their products but the main aim is to educate the customers rather than promoting their products. This technique has helped them to gain a lot of audiences.
Fasten the checkout and shipment process
A smooth and simplified checkout experience is not only less frustrating but also reduces cart abandonments. The checkout process should be on a single page including various payment and shipping methods.
Do not ask to fill in the same information twice from your customers. Customers are more likely to prefer a store that has their payment and address details already saved.
Nowadays, the delivery has reduced to just hours. In this case, customers will not prefer the delivery that takes more than 7-10 days. Hence, to maintain the customer experience of your business, ship faster.
Further visit: 6 Basic Role Of Technical Support In Business
Provide timely and effective customer support
The customer expects a quick answer to their questions. Providing timely and effective customer support is the best way to boost customer experience.
To deliver excellent customer support you need to be aware of every touchpoint of your customers like social media, emails, on-site chat, and much more.
To improve customer support include your contact information on every page of your website. Engage with customers on social media channels. Include chatbots in your website to quickly answer the queries of customers.
Be cautious with the bad customer experiences
Bad customer experience comes in different shapes and sizes. But the most common causes of bad customer experiences are:
- Long waiting
- Rude or angry behavior with customers
- Non-personalized communication
- Unsolved issues and unanswered questions
- Not understanding customer’s needs
Customer expectations are becoming higher and the word of mouth travels faster. This increases the importance of the customer experience.
Customer experience is the area that needs constant nurturing and care. With a great focus on customer experience strategy, the brand can experience revenue growth, improved customer loyalty, and customer retention.
Gaurav Jain is a Co-Founder cum Computer Engineer with Extensive Marketing skills who handles all kinds of customer Queries and his Happy & Helping nature makes customer’s day Delightful. When he isn’t working, you’ll find Gaurav Reading Books or Traveling. Also, he is Speaker at Meet Magento India.
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