Key factors to tackle your customer experience strategy
Regardless of whether you are a brick-and-mortar retailer or only engage in e-commerce, the quality of the consumer experience you deliver is critical to your success in business.
When it comes to the online world, customer experience, also known as CX, is the most important aspect in determining how your company, product, and service are perceived by both individuals and groups. As a result, it is really crucial to get it correctly.
Delivering excellent customer service will result in the following benefits:
Increased consumer loyalty is a good thing.
higher levels of client satisfaction
Organic marketing, evaluations, and suggestions that are more effective
Without a question, running an e-commerce firm provides you with all of the benefits you desire. However, how can you get your customer experience to where it needs to be?
Recognize your target audience and their requirements.
e-commerce specialist Dan Conboy of Statement Agency will tell you: “While it’s critical to build momentum before launching your site, it’s equally necessary to give a wonderful consumer experience once your business is up and running.” “Making a good first impression is critical to attracting customers who will return.”
Understanding the demographic of your customers and the products and services they will be looking for when they arrive at your site is critical to making that all-important great first impression on them. Of course, at first, this may be a trial-and-error procedure based on larger market research in your industry and other factors. However, as your company grows and you have more client interactions, you can begin to establish customer profiles based on individuals who have interacted with your customer care team.
Personas of customers who have directly approached your company with complaints, ideas, or enquiries will assist you in shaping your service and customer experience offering going ahead in a more personalised, and inevitably more successful, way.
Make an emotional connection with your audience.
In the world of marketing, there is no stronger relationship than an emotional one, and if you can establish an emotionally driven link between your brand and your customers, you’re on to a winning formula.
But how do you go about accomplishing this? Moving in the direction of common sense and empathy is a fantastic place to start. What is the procedure used by your customer service team when dealing with consumer complaints? The likelihood is that you are going in the wrong path when it comes to dealing with clients and creating an emotional connection if the answer is black and white with no context.
Take, for example, the following paragraph from a recent Super Office article on the work of Zappos as an example of great, emotionally inspiring customer service:
A customer was late in returning a pair of shoes due to the death of her mother, which caused her to be late. When Zappos learned of the situation, they took care of the return shipping and arranged for a courier to pick up the shoes at no charge. Zappos, on the other hand, did not stop there. The following day, the customer returned home to find an arrangement of flowers and a note from the Zappos Customer Success team, in which they expressed their sorrow for her loss.
According to a study published in the Harvard Business Review, emotionally invested customers are those who:
They are more than three times more likely to suggest your service.
Customers are three times more likely to purchase from you in the future.
Customers are less likely to purchase elsewhere.
Your pricing is less likely to be a source of concern.
Customer feedback should be valued and utilised.
We’ve already discussed the importance of knowing the consumer experience and tailoring your offering to meet their needs. This boils down to the foundations of accepting and putting into action viable and valued consumer input, which are not difficult to grasp.
E-commerce systems are particularly effective at obtaining critical feedback, which may be done in real time through live chat facilities, follow-up emails, and interaction questionnaires, among other methods. In addition to improving the customer experience, applying the same value-driven approach to employee input will be equally as beneficial to your whole infrastructure.
You will be able to produce ideal customer experience solutions by incorporating constructive criticism and suggestions from both sides of the coin. You will also be able to improve your communication and problem-solving skills. Customer service that is more readily available to address their concerns and provide tangible answers will make them feel more appreciated, increasing the likelihood that they will form that all-important emotional connection with your business.
In this customer-centric era, and as the customer experience goes increasingly online, it is critical that your e-commerce CX exceeds expectations from the first page of the shopping cart to the final checkout page. Using the suggestions above, you may be certain that you are engaging in the appropriate behaviours to achieve your goals.
