Build value and loyalty before meeting your customers face to face? I suggest you to attend the Conference by Oracle on Modern Customer Experience 2018 in Chicago.
Do you know the concept of Modern Customer Experience (CX)? Companies in all sectors use it as an indicator of success.
In these companies, there is a strong correlation between superior customer experience and higher revenue growth. Be careful the CX is not only a "nice to have" item in your business, and for a good reason, not answering it could cost you a lot.
Retail experiences have never been as practical as they are today. Customers expect frictionless shopping experiences, and this expectation often has even more significant influence than traditional metrics such as quality and price.
Take Amazon Go, for example, the new physical store concept of the distribution giant. It allows shoppers who scan their smartphones by entering the store to only place items in their bags and exit directly through the door: no cash lines, no waiting, no hassle. The underlying technology of Amazon Go is the powerful and sophisticated RFID, sensor fusion, deep learning, computer vision, etc., but the store experience is fast and straightforward.
It follows that if consumers have this kind of retail experience elsewhere, they also expect that to happen at home. Consumers are even sometimes willing to pay more for a better experience.
A good Modern Customer Experience involves many factors, but it starts on your website because many buyers prefer to begin their search and purchase process online. Your site is your metaphorical showroom and should comply with all the CX standards that you expect from your staff.
Outstanding Modern Customer Experience on your website is a great store experience. It reinforces the loyalty and value of your offer even before you have the chance to meet face-to-face with your customers, helping people to advance their buying process with you.
So what is an excellent CX that makes the act of purchase more convenient and enjoyable? Here are three exploitable strategies.
Customers want their online shopping experiences to meet their individual needs.
They do not want to see content that does not match their buying stage or a particular set of interests. Instead, they want to find the answers to their questions, as well as the content and offers that help them make a decision that suits them.
To personalize your website, load it with high-quality content and information, then implement smart targeting technology to take that content and deliver it to the right customers at the right time.
Personalized customer engagement encourages retention and leads conversion more efficiently than a universal approach.
2. Find the pain points and fix them
Think of your website as a sales agent. What is your first impression? Do you like how he speaks to you? Does he listen well and respond to your concerns and needs, or share irrelevant tangents? Does he make you want to do business with him?
Then, browse the entire purchase process on your website. Apply the same criteria as for a seller, and make sure there is no problem.
Hidden price information? Make them transparent. Not enough features, and no comparisons between popular products/offers? Provide them so that customers do not need to search for information on third-party sites.
Are your exchange, financing and pre-qualification forms all easy to use and accessible? These are crucial tools that your customers are looking for, so they should be as practical and prominent as possible. Facilitating the online shopping process of your customers is part of an excellent CX plan.
3. Use the tools for maximum benefit
Do not get lost in a pursuit race. Think first about the needs of your customers, then think about the tools that can help you meet them.
There are many tools and technologies that you can use on your website, so be sure to screen them and use the ones that enhance the customer experience.
Take the cat, for example. It's great to have a tool that can interact directly with the users of your website, providing additional support without immobilizing your sales or marketing teams. But do not add a chat widget thinking about checking a box in your checklist.
Ask yourself if your discussion tool delivers value to customers: do their messages receive an immediate response? Do they get the information they are looking for? Do they feel too pressured to give their coordinates?
Seeking more leads is naturally a primary goal of the chat, but it will be ineffective if customers do not receive anything they consider valuable.
Another example is pop-ups, the lead capture tools designed to get customers' attention and move them forward in the buying process. Pop-up ads can provide value to customers, or they can frustrate them because of poor design or content.
Make sure every tool you use is a real benefit to your customers. This will also help you to get more leads.
The more customers today have experiences like Amazon Go, the more they anticipate efficient, convenient and intuitive shopping experiences. Maximizing the website for the CX (Modern Customer Experience) can attract more people to your store and boost sales.
Want to learn More you can join Modern Customer Experience 2018 in Chicago.
Also published on Medium.