A positive or negative customer experience can make or break the relationship between a brand and it’s customers. According to PWC one in three consumers say that they would be inclined to walk away from a brand that they love after just one negative experience? Yikes. Thankfully, in contrast, 86% of shoppers are willing to pay more for a great customer experience. A whopping 63% say that they would willingly part with more personal data with a company that offers a great experience.
Ready to build the best experience possible for your customers? Check out seven ways that your brand can optimise your CX journey.
Know Your Customer Journey
This is the cornerstone of all CX. From start to finish, you should be surprising and delighting your consumer with a memorable experience.
Before you can begin optimising your customer experience you’ll need to assess your customer journey. How are customers interacting with your brand? Are you taking advantage of social media, newsletters and online advertising? Think about all of the marketing touch points as your customer’s journey unfolds. Pay attention to the consumer’s journey not only leading up to a sale, but also after conversion takes place.
Social media can be a powerful tool in connecting with your customers and their experiences. Glossier, a skincare and beauty brand takes interacting with shoppers on social media seriously. Emily Weiss, the founder of Glossier, has turned connecting with consumers and creating a memorable customer experience into an artform.
Playful but informative, Glossier is known for their cult following of loyal beauty enthusiasts. The brand puts intimate customer relationships first through engaging content, conversations and a customer first approach. But how did they manage to capture the hearts and wallets of shoppers online?
- Identify Buyer Personas – Starting off as a blog called ‘Into The Gloss’, from its earliest days Glossier was conscious of its audience. They not only identified their buyer personas but they did their research. Their readers are looking for more than just a selfie, a cute dog photo or a new product. Glossier walks the walk and talks the talk. They create compelling content that has the ‘cool girl’ branding that millennials are interested in. It’s time for your brand or business to delve deep into who your target audience is, what they want and how can you give them the best customer experience possible.
- Stay ‘On Brand’ – Be consistent with your branding. In the same way that it’s easy to identify an Instagram post from Glossier just due to the subtle pink and grey hues, your brand needs to be as approachable and memorable. Take some time to review look over your brand strategy. In a world that is bombarded with products- are you memorable enough for shoppers?
- Focus On Community – Throughout history community has been an integral part of our daily lives. In the digital sphere this is no different. According to Hubspot, 81% of customers trust the recommendations of friends and family over information provided by companies. With social media it is easier than ever to engage with audiences and bring them together. It’s time to get some word of mouth buzz around your brand. At the end of the day, it’s crucial that your customers have something positive to say. Customers tell an average of nine people about a positive experience with a brand, but they tell 16 people about a negative experience.
A better understanding of the needs of customers can help in bridging the gap in your online strategy and help improve your overall sales metrics
Address Customer Needs Faster
How many times have you been inside a shop, ready to pay for your items when you see a long line? You debate, you balk at the idea of spending twenty minutes waiting in a queue of bored and frustrated shoppers. So what do you do? You put the items down and you walk away. Maybe you’ll return at a better time or more likely you’ll go somewhere less busy to purchase your items.
It truly goes without saying that long wait times have a negative effect on sales. This metaphor is no different online than it is in store. Think about it, a long checkout experience and web pages that take ages to load do not make for a frictionless customer experience.
Take the initiative and make the digital customer experience as seamless as possible. Leveraging an eCommerce optimization platform can help brands build a frictionless customer experience. We have helped large brands like BSH increase conversion rates by optimizing touchpoints along their digital path to purchase using ChannelSight.
Leverage Artificial Intelligence to improve the customer experience
AI has taken the world of technology by storm and you should be taking advantage of it.
Duolingo has taken AI to the next level, using it to not only interact with users, but also to help them improve in the language that they are learning.
— Duolingo (@duolingo) October 6, 2016
It takes time and resources to learn a new language. Duolingo has tackled this pain point with AI technology. Users can interact with the chatbot in the language that they are learning and use this as a much needed practice.
Duolingo is using AI technology to help users learn a language, but a lot of these learnings can be easily translated into CX for eCommerce.
- Ensure Your Chatbot Has Personality – This should go without saying but a chatbot without personality can have a negative effect. Think about your target audience and write the script for your chatbot accordingly. Make sure the script is varied enough that shoppers don’t get bored.
- Build Your ChatBot Around Existing Pain Points To Bridge Gaps – As the song goes, everybody hurts sometimes. Listen to what your users have to say and find answers to their pain points.
- Make It Accessible – Make sure that your friendly chatbot is available all day, everyday. Users should have 24/7 access to your chatbot to avoid confusion or losses in revenue. Unlike a human, your chatbot won’t need coffee to stay awake all night.
Chatbots are great for optimising Customer Experience online because they’re available 24/7, you can seamlessly integrate them into your website and you can provide quick responses to queries in a record amount of time. AI can help you provide better and faster customer service, not to mention personalised service. It’s a win-win for your brand and for your customers.
Are you full of ideas to revamp your customer experience strategy? We sure are! Stay tuned next week, we’ll be finishing up our list of strategies and exploring four more ways that you can keep your customers happy.
Digital Marketing and Content Management Associate