Providing a great customer experience is what every business strives for because a satisfied and happy customer is the only way you can boost sales, drive revenues, and achieve success. A delighted customer is a key need for online and offline business but digital enterprises have to remain more sharply focused on this objective for several reasons.
Online businesses have limited opportunities to provide a great customer experience. If they falter at any of the steps, it can wean the customer away from them, mostly permanently. Customer experience management is, therefore, a vital element of all digital marketing strategies.
What Is Customer Experience
Customer experience is the interaction quality and the outcome of that interaction that every customer goes through while engaging with a brand. It begins with the first impression and lasts through the whole chain of the sales process and even beyond that by way of support and service.
By making sure that customer expectations are met and exceeded at every point, or at most of the points of brand interaction, you can gradually ensure brand loyalty.
It must be noted that customer experience and customer service are two different things. Service is merely a component of the larger experience that customer undergoes right through the journey. Customer service will only come into play they want information or resolution to a problem. It is a need-based trigger.
Customer experience, on the other hand, is a proactive thing and must be a mandatory part of your online marketing strategy. When planned meticulously and implemented flawlessly, it can help you in building a great brand image and provide a positive experience as customers move through the sales funnel. Customer experience extends beyond conversions.
Here are a few proven ways of improving customer experience:
Create Branded Links
Links are the first point of connectivity with customers. A URL that is easy to remember and recall can help deliver a good customer experience. There are URL shortening software available for creating branded links that can resonate better with customers. Branded URLs are more likely to create a positive impression primarily because they are easy to type, remember, and pronounce.
Reply to Queries on Social Media
Customers often complain of not getting easy access to the customer service team of a business, or not getting a satisfactory response, when they get through to the service executives. Nowadays, it is a common practice to connect with businesses on twitter for communicating about anything including seeking answers to queries about brands.
For instance, if you want to buy a bike helmet today, you may have several questions on the type, size, features, security, price and other aspects of the helmet which might not be readily available on the brand website. You can post all your queries on the social media channels of the helmet company for a quick and effective response to your doubts and queries.
Using social media channels is most convenient for customers as they can be sure that their message has reached the company. As a responsible organization, you must ensure a quick and appropriate response to all such queries.
You can make the response system swift and efficient by using technology to address customer queries posted on social media. There are advanced software systems designed to bring diverse conversation threads across social media channels to a single inbox for better response management.
These tools can also measure response times and provide data on various response parameters. The information can be provided for providing customers a smooth experience during a social media interaction.
Take Steps to Boost Customer Experience on Websites
You can rely on today’s technologies to know which areas of the website get more hits than others. Data generated using heat mapping and other methods can give an insight into how your customers have interacted with different web pages. A high bounce rate will clearly indicate a not-so-pleasant experience for customers.
By accessing accurate data about where visitors to your website clicks and hovers the most, you will get a good idea about what changes must be introduced to remove the roadblocks and create a positive experience while navigating through your website and webpages.
These steps can boost customer confidence and enhance their experience when they use a product or seek support for getting answers to their queries. Businesses must track the actual customer experience if they have to rise above competitors and take their business ahead to the top of their niche. By using these tips and exploring some more options, a business can live up to its brand promise.