Monday, July 2, 2018



Providing great customer experiences at every digital point of the customer journey is becoming essential for brands. A report by customer experience consultant Walker found that 86% of buyers plan to pay more for better customer experience and by 2020 CX will outweigh price and product in brand differentiation. While a strong customer experience has been shown to produce amazing results—more customers, more sales, and more loyalty—many companies still struggle to identify the plan of action that will best achieve them. This doesn’t have to be the case. Leaders can reach these goals if they focus on something more specific: the digital customer experience. Customer experience is an integral part of Customer Relationship Management (CRM) and the reason why it is essential is because a customer who has a positive experience with a business is more likely to become a repeat and loyal customer for many years.  
  A study by Oracle found that 74% of senior executives believe that customer experience influences the willingness of a customer to be loyal. And the customer experience statistics don’t stop there. If you want your customers to stay loyal, you have to invest in their experience and think about its optimization on a continuous basis. Think of your customer experience as of a journey that every individual travels along, which starts with the first time they hear about your brand to the last time they purchase. Each time your brand interacts with the customer, they should move closer to the purchasing phase. But how can you make this journey as effective as possible, and keep them coming back again? Marketers are increasingly using a wide variety of methods to identify customer experience issues and reduce the impact on the customer. According to EConsultancy, the following methods are seen as the most effective:
  • Information contained in customer emails (43%)
  • Calls to the customer service teams (45%)
  • Online feedback tools (35%)
  • Usability testing/ heatmaps (40%)
  • Digital experience (session) replay (57%)
  It is not just about the value of one method over another, instead the focus should be on finding the right blend and approach to identify and learn from issues.

Optimizing Your Customers’ Online Experience

Have you ever clicked out of a website because it was taking too long to load? Or decided not to make a purchase because the payment page looked unprofessional? Or sworn off a brand completely because of one bad experience? In the world of customer relations, the customers’ experience is their reality – whether or not you agree. That’s why customer experience is such a priority, whether in an online business or a brick-and-mortar store. All the marketing in the world will be ineffective if you are not receiving and retaining your customers well at the end of their buying journey. So how do you make sure your customers have a good experience with your brand, besides website fast load time? One of examples can be … According to CIO, “customers should be able to easily navigate an organization’s website,” states Ali Mirian, the senior VP of Product, Collective Bias, a marketing & shopper social media company. “It is important to limit unnecessary clicks and implement features like auto-scroll to help avoid users losing interest.”

Make sure their security is always reassured           

Studies have shown that consumers rate security as the foremost priority when it comes to making a conversion on a website. Whether it’s as simple as giving you their email or as important as credit card information, customers need reassurance that their data is secure. Build your site to look professional and streamlined, and include clauses that guarantee that any data provided by the consumer will be kept secure. Registering your payment system with trusted payment gateways can also help to reassure your customers that their financial security is intact.  
  According to Accenture, 85% of customers are loyal to brands that safeguard and protect the privacy of their personal information, and most of them spend more with the brands and companies they’re loyal to. Take steps to safeguard your site. According to Moz, you should:
  • Secure your site with SSL
  • Update any plugins or extensions/apps you use on your site
  • Use a CDN (Content Delivery Network)
  • Make sure your CDN has data centers in multiple locations
  • Use a password manager
Often, security is viewed as an inhibitor and a hurdle to business, but it actually can be a key differentiator over your competitors.

Create a seamless experience

It goes without saying – make sure your site is mobile-optimized. A vast majority of customers will attempt to access your site from a mobile device at one time or another – it would be a shame to lose them just because they were unable to navigate your site and left frustrated.  
  Mobile-optimized websites are essential to succeeding as an online brand. The mobile-first world defines modern internet consumption culture. Google coined and champions the term: “mobile-first.” Companies which retail products in physical locations, but do not have a mobile-friendly website, cripple themselves as “82% of smartphone users turn to their devices to help them make a product decision” in stores (Google & Ipsos Data, March 2015). According to RDACorp, not having a mobile-friendly site is good for your competitors because:
  • 36% of people feel like their time is wasted by bad mobile experiences
  • 48% of people said that a bad mobile experience meant a company didn’t care about their business
  • 50% of people said that even if they liked a business, they would use them less often if the site wasn’t mobile-friendly

Make them feel special

Personalization is one of the buzzwords in digital marketing now, and it’s no wonder why. Personalization can make a customer feel special, whether it’s sending them an email addressing them when they sign up, or offering them an exclusive deal. Make the effort to keep them informed at every stage of the buying process, letting them know that their order has been confirmed, packed, delivered and so on. Be sure to train your customer-facing staff in customer service as this has the potential to turn a bad experience into a good one. Personalization leads to increased revenue: this is the big advantage for the firm willing to make an effort to personalize the customer’s experience. Forty percent of U.S. consumers say they have purchased something more expensive than they planned to because of the personalized service.  
  Personalization leads to loyalty: this is considered as the “Holy Grail” of personalization. 48 percent of consumers say they will likely repeat after a personalized online shopping experience. According to Neil Patel, personalization isn’t just for websites – it has made an impact on apps too. Wine-lover app Delectable lets you photograph, tag and save the wines you love, while recommending related ones based on your tastes and ratings. It also incorporates feedback and reviews from the wine community to help further socially solidify your smart choice – integrating a three-pronged strategy of social, share and review into a single app. This customer-centric outlook should transcend all aspects of your business to make your customer feel valued and connect your brand with a positive experience. A happy customer is a loyal one – and can also be your best referee!


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