People remember how products and experiences make them feel. Customers can make smart, fulfilling purchases, but if their experience during those purchases was lackluster they’re much less likely to come back for more.
The best way to stand out in the competitive eCommerce market is to offer great Customer Experience that connects your brand’s level of service with the products you provide.
Brand Promise to Customer Experience Promise
Brand promises used to focus on what the brand could deliver to the customer. The Customer Experience promise is centered on the value-add of cultivating a relationship with a brand.
Understanding customer motivation here is key. Customer expectations today center on need fulfillment just as much as they crave meaningful connection with a company. It’s not about what you can do for them. It’s about what you can do while seeing them for who they are.
Creating Happy Customers
When you’re looking to encourage customer engagement and brand loyalty, focus on cultivating happiness. Your brand should connect with your customers by crafting touchpoints, products, and interactions that elevate their mood.
The Customer Journey needs to be clear, full of relevant information, and packed with personality. From the moment your customer discovers a need, your company should pop into their minds as the most relatable solution they can find. Relatability breeds comfort, and everyone experiences happiness when they’re comfortable.
Customers Only Care If They Can Communication with You
To develop a sense of comfort and relatability, your brand needs to be readily available and approachable on social media and on your site. Your customer’s perception of your brand most likely begins when they see your posts on social media.
By living out your brand on social media, you curate content that is relevant to your customers. After all, your customers are living out a significant portion of their lives on social media as well. Make sure to respond to comments and engage with customers to ensure customer satisfaction at the earliest stage of the Customer Experience.
The overall Customer Experience also includes the communication that occurs on your website and customer service channels. A good customer experience is rooted in feeling heard and resolving a need. This being the case, you have to make sure your business values customer interactions to the highest degree.
Silo No More
The modern customer communicates with your company, not customer service. Your brand’s customer support isn’t allowed to be fragmented, even if technology is. A customer wants to Tweet you, call you, and email you regarding one issue and experience equal resolution over all platforms. Customers want to feel a sense of acknowledgment. They don’t want to have to explain their problem multiples times.
What does this mean for your business? Omni-channel communication. Every customer’s information should be linked or readily available for your team behind the scenes. You’re already storing customer data for advertising purposes, so why not use it to deliver a sense of recognition and deeper connection?
Delivering a better customer experience means breaking down the divisions between a corporate structure and a human being. Customers have a more positive experience when they feel like they’re talking to one person and not a business with a billion checks and balances.
Consistency is Key
When communicating with your customers, your Customer Experience Management strategy should emphasize a consistent voice. Regardless of whether the customer reaches out to a chatbot or a real person, they should receive a connection that feels personalized and on-brand.
If you respond to customer feedback or questions within several seconds the first time and leave them hanging for hours the next time, they’re going to lose trust in your brand. More importantly, they’re going to feel like you don’t value their needs or their time.
Your product pages and voice on your eCommerce store should match the communication you provide to your customers elsewhere. The best way to achieve customer loyalty is to present a unified, branded voice from touchpoints, to interactions, to engagements, and back again.
In order to create a customer-centric brand, harness your Customer Experience to deliver moments of value and recognition for your customers. The modern customer is much more likely to connect with your brand when you embrace omni-channel communication in a positive, consistent manner. To the customer, your brand equals how they’re treated just as much as the products you offer.