Customer experience is the new key indicator for savvy consumers.
Consumers expect more from brands and, according to a study by Walker.
86% of buyers would even pay more for a better customer experience
The research indicated that, by 2020, customer experience will be more important to consumers than price and product as a key brand differentiator.
If you want your business to stand out in a competitive market, then it’s not enough to talk at your potential audience. It’s essential to focus on delivering an excellent customer experience and not just a message. It’s time to think of your marketing activities and platforms as an opportunity for a conversation, not as a megaphone.
The platforms you manage, the content you share and the customer service you deliver all play into the customer experience you create. It’s important that all of your touchpoints, whether online or physical, are consistent in what and how they communicate. This not only important as it contributes to the development of a recognisable and reliable brand but, according to zendesk, 87% of customers think brands need to put more effort into providing a consistent experience.
The key to creating a strong, competitive and engaging brand is to deliver a consistent and effective customer experience. Digital technology could provide the vitals tools to help you develop a dependable and manageable system for generating and delivering your desired customer experience.
Here are five ways you can cultivate a great customer experience:
Define the customer experience you want to deliver
Start by defining the optimal customer experience you want to deliver across all of your platforms. This should be reflective of your brand personality and the expectations that your customers have of your business. Once you have set out your goals, you can accurately create objectives and put in place tactics to start developing and delivering effectively.
It’s important that your online touchpoints are user-friendly. This is a very basic element of the customer experience but, if done badly, could see you rapidly lose customers. Ensure your website loads quickly, runs effectively, all of your links work and that customers can easily navigate the platform. If visitors struggle to use your website they are likely to become irritated and click away, leaving with a negative opinion of your brand.
Optimise for mobile
Can consumers use your website effectively via their mobile? If the answer is no or you’re unsure, it’s time to make mobile optimisation top of your list. On 21st April 2015, Google expanded the use of “mobile-friendliness” as a ranking signal meaning businesses with mobile optimised sites would be ranked higher in Search Engine Results Pages (SERPs) than those without mobile-friendly sites. Use Google’s ‘Mobile Friendly Test’ to find out how your business is performing on mobile.
Personalisation and automation
It’s never been easier to ensure your marketing is delivered in a timely, personalised and consistent manner. Marketing automation platforms can help you make the most of digital technology to communicate with your customers with, for example, welcome emails, sales follow-ups or trigger campaigns based on visitor actions. By using personal and behavioural data, you can target users and customers specifically based on their interests and activities, ensuring they feel valued.
Manage your Customer Relationships
A Customer Relationship Management (CRM) system is a platform that can help you manage interactions with potential and existing customers. A CRM system will allow you to collect, store and analyse data about any customer’s history with your business in order to improve your relationships, delivered targeted communication, increase retention and drive sales. By understanding how customers have interacted with your business previously, you can ensure you’re delivering a targeted service and bot recognising and valuing their engagement with your business.
Delivering a fantastic, consistent customer experience is a multi-layered approach that can become bewildering. Digital technology can help you make sense of your customer relationships and manage the way you deliver your customer experience. Remember, excellent customer experience is an on-going process so start with these 5 steps and you can begin the journey to developing long-lasting customer relationships.
Would you like to learn more about using digital technology to develop improved customer relationships?
Join Superfast Business Wales at a practical Inspiring Action Workshop to discover how digital technology can help you attract and retain customer, boost profits and accelerate business growth.