Effectively developing, monitoring, and updating your Customer Experience is everything when maintaining a robust business. When you first created your Customer Experience Management System, you outlined the overall Customer Experience as you understood it at a specific moment it time. You more than likely had limited data on your customers and a smaller selection of product offerings.
As your eCommerce business develops, you only benefit from reevaluating the Customer Experience and being receptive to meeting pitfalls in service with innovative solutions.
Why Improve Customer Experience?
The Customer Experience associated with your business drives more than just sales. It determines who sees your content, who visits your store, and who talks about you to friends and family. In short: your entire business needs to be customer-centric.
It’s a disconcerting fact that the majority of customer experiences don’t align with a business’s own perception of how they’re performing. As products and platforms evolve, you’re more likely to miss opportunities for connecting with customers. If customers don’t feel connected, they’ll experience a loss of clarity regarding why your products fulfill their needs. When your customers don’t perceive a need for your brand, they lose brand loyalty, and you lose sales.
Focus on Your Mobile Experience
A great way to gauge customer satisfaction is by analyzing your Mobile Experience. Many customers will encounter touchpoints for your business on social media, which usually means they’re visiting your site on a mobile device.
As phone and tablet use increases, it’s crucial that you innovate by making sure your website is mobile-friendly. You can even take your platform to the next level by developing an app that customers can use exclusively.
Most customers will use their mobile devices to leave feedback on products or purchases and generally engage with your brand on social media. When you send a promotional email, your customers are likely to check it on their phones and tap through to your site.
By optimizing your platforms, you can foster customer engagement and customer loyalty. You also fulfill the customer expectations that your brand is reachable and useful to modern consumers.
Know Where You Stand - Audit Your Customer Experience
The harsh fact is that your customer interactions probably aren’t as positive as you think. As technology changes and competitors innovate, you need to take stock of your own efforts. Auditing your customer experience is the best way to improve customer retention, customer satisfaction, and customer loyalty.
Think of an audit as a reverse engineering of your goals. If you want to attract loyal customers and convert products into profits, start with understanding customer needs and habits. Reexamine the following aspects of your Customer Experience Strategy:
- Touchpoints - get curious about how your customers find you online.
- Voice - how do you sound? Who finds this personality appealing?
- Interactions - where and how do customers talk to you?
- Engagement - how often do interactions convert to actions? Who buys your products, and what happens when they don’t?
Answering these questions will allow to formulate an actionable plan during the audit process. You’ll be able to identify points of improvement and create a better Customer Experience.
Ways to Improve Your Customer Experience
Once you’ve conducted your audit and identified points of weakness in the Customer Experience, take the time to respond with thoughtful solutions. The steps to improving your Customer Experience might not always look the same after each audit, and that’s okay. Read on for some common steps to improve your customer’s perception of your business.
Automate Aspects of Customer Service
Technology is a beautiful thing. You can program AI with your brand voice to handle customer’s questions and offer solutions to common problems. When your voice is uniform across the board, you solidify your personality and deliver consistently good Customer Experience. You also free up time for representatives to dive into more worthwhile concerns.
Personalize the Customer Journey
Using eCommerce personalization techniques is an excellent way to target marketing and curate products specifically for a single customer. When customers visit your site, you collect location and browsing data that you can use to market your products. These tools are statistically proven to convert to measurable profit increases.
Optimize Product Pages
Make your products pop through vibrant, 360 degree images and detailed descriptions. Your product pages should always include a review section so that customers can make confident purchases and engage with your brand. You should also make sure your return policy, shipping rates, and current discounts are clearly displayed. Reducing the questions customers may have about a purchase increases the likelihood they’ll add your product to their cart.
Improving your eCommerce Customer Experience is part of maintaining any quality online business. By performing frequent audits, you evaluate the effectiveness of your Customer Experience in the most accurate way possible. Help your customers see the same value that you’ve worked so hard to create.