How To Keep Up With Modern Customer Experiences

Gone are the days of leisurely browsing through physical stores or flipping through catalogs. Today's customer journeys typically begin with a tap, a swipe, or a voice search, placing businesses in a highly competitive mode on the internet. Simply meeting the bare requirements for a business is no longer enough. They must strive to exceed them at every touchpoint, from initial online discovery to post-purchase experience. 

The importance of modern customer experience (CX) cannot be overstated; it has become a pivotal determinant of success, directly impacting brand loyalty, customer lifetime value, and ultimately, business growth. This article delves into the essential aspects of keeping up with modern customer experience, ensuring that your business not only survives but thrives in today's digital world.

Crafting a Stellar Digital Presence

The adage "first impressions last" holds particularly true in this digital age. A customer's initial encounter with your e-commerce experience is likely to be online, making your digital presence the cornerstone of their overall experience. It's the equivalent of a welcoming smile and a well-organized storefront in the physical world.

Here are some key strategies to ensure a positive first impression online:

Leveraging Google’s My Business profile

Google’s My Business profile (GBM) allows you to manage your online presence across Google Search and Maps. Businesses must update their profile periodically, and include details such as operating hours, contact details, high-quality photos, and a clear description of your products or services. 

Embrace the Power of Reviews

Positive online reviews are a goldmine for businesses. They act as social proof, influencing purchase decisions and boosting brand reputation. Businesses should develop a systematic approach for soliciting reviews, such as training staff to politely request reviews from satisfied customers after a positive interaction. They should also utilize email marketing or SMS campaigns to send automated review requests. Most importantly, everyone should make it easier for customers to leave reviews by providing clear links to their GMB and other relevant review platforms.

Design a User-Friendly Website

A business’ website serves as the digital storefront of the business itself, making it a crucial component of the modern customer experience. An easy-to-navigate website is essential for retaining visitor interest and converting them into paying customers. On the flip side, a website with a bad user experience will almost certainly drive customers away, and fast.

Here's what a user-friendly website entails:

• Intuitive Navigation: Organize website navigation menu logically, ensuring it is actually legible. Use descriptive labels for each menu item and avoid overloading visitors with too many options. Consider conducting user testing to identify any navigation pain points and improve the overall user experience.
  
  
• Clarity in Communication: Use impeccable, concise language throughout the website. Avoid technical jargon and industry-specific terms that your target audience may not understand. Also don’t forget to present information in a well-organized manner, with bulleted lists, headers, and subheadings to improve readability.
  
  
• Embrace the Power of Chatbots: Live chat functionality provides a convenient and immediate way for visitors to get their questions answered. AI-powered chatbots can handle basic inquiries and route complex issues to human representatives. Not only does this improve customer communication, it effectively reduces the workload on your customer service team. 

Making Communication Seamless

The ease with which a customer can make an initial inquiry is a critical factor. In the digital age where only around 5-10% of customers add a product to their shopping cart (data from internet reports), customers expect a frictionless communication experience. As a business, here’s a few things you can do to ensure seamless communication. 

Offer Multiple Communication Channels

Cater to the diverse preferences of your audience by providing a variety of communication channels. This may include phone calls, emails, live chat functionality on your website, and social media messaging. Consider implementing an omnichannel communication platform that allows you to manage all customer inquiries from a single interface. This streamlines communication workflows and ensures that no inquiries get lost in the shuffle.

Prioritize Response Time

Speed is of the essence in today's fast-paced world. Aim to respond to customer inquiries promptly, ideally within 24 hours or even faster for time-sensitive issues. Utilize automated responses for basic inquiries, such as order confirmations or delivery updates.

Personalize Your Communication

Wherever possible, personalize your communication with customers. Address them by name and reference their specific inquiry or purchase history. This demonstrates that you value their business and builds stronger relationships. Adding a personal touch to each customer interaction is what 71% of consumers expected from a business, according to a report from McKinsey in 2021. 

A Self-Service Knowledge Base

Develop a comprehensive knowledge base that allows customers to find answers to frequently asked questions (FAQs) and troubleshoot common issues on their own. This empowers customers, and ensures that no stone goes unturned. 

Social Media Listening

Social media platforms provide valuable insights into customer sentiment and feedback. Utilize social media listening tools to monitor brand mentions, identify customer concerns, and proactively address them. With the advent of social advertising, never has this been more evident, with 77% of businesses using it to reach out to more new customers. 

‍

Bridging the Gap Between Online and Offline

To adapt to the significant changes in consumer behavior brought about by the COVID-19 pandemic, businesses should place a heightened emphasis on the initial encounter customers have with their physical or digital storefronts. Offering a click-and-collect option for online shoppers provides convenience and flexibility for those who prefer not to wait for home deliveries. Utilizing customer data insights can personalize the first visit experience by greeting returning customers by name and recommending products based on their purchase history. Additionally, investing in customer service training for staff ensures they deliver a welcoming and helpful experience, focusing on product knowledge, communication skills, and effective handling of customer inquiries. 

By implementing these strategies, businesses can create a positive and memorable first visit experience, essential for building customer loyalty in today's competitive landscape.

Payment: Frictionless Transactions for Satisfied Customers

A seamless and easy checkout process is a cornerstone of the modern customer experience. Here are some key considerations:

• Offer Diverse Payment Options: Cater to the varied preferences of your customers by offering a wide range of payment options. This may include credit cards, debit cards, mobile wallets, digital payment platforms, and even contactless payment solutions.
  
  
• Prioritize Security: Ensure your payment gateway is secure and utilizes industry-standard encryption protocols to protect customer financial information. Display trust signals such as security badges and certifications to reassure customers about the safety of their transactions.
  
  
• Transparency in Billing: Be transparent about all costs associated with the purchase. Clearly display shipping charges, taxes, and any other applicable fees before the final checkout stage. Avoid hidden fees or surprise charges that can damage customer trust.

Building Lasting Relationships

The customer experience doesn't end with the purchase. Post-purchase communication is key to maintaining a strong relationship and fostering customer loyalty.

• Personalized Follow-Up Messages: Send personalized follow-up emails or messages to thank customers for their purchase and inquire about their satisfaction. Use this opportunity to gather valuable feedback that can be used to improve your products or services.
  
  
• Loyalty Programs: Implement loyalty programs that reward repeat customers for their business. Offer points, discounts, or exclusive rewards to incentivize repeat purchases and encourage brand loyalty.
  
  

• Proactive Customer Engagement: Don't wait for customers to reach out to you. Proactively engage with them through targeted email marketing campaigns, personalized product recommendations, and exclusive offers. Provide valuable content such as blog posts, webinars, or tutorials to keep your brand top-of-mind and establish yourself as a thought leader in your industry.
  
  
• Embrace the Power of Feedback: Actively solicit customer feedback through surveys, polls, and social media interactions. Analyze the feedback you receive and use it to identify areas for improvement. Demonstrate to customers that you value their input and are committed to continuously improving the customer experience.

The Journey Never Ends

The modern customer experience is a multi-faceted journey that requires attention to detail at every touchpoint. From the initial online discovery to the post-purchase follow-up, businesses must strive to create a seamless, engaging, and personalized experience. Remember, the journey doesn't end with a single purchase. By fostering long-term relationships with your customers, building loyalty, and continuously adapting your strategies, you can ensure your business remains competitive and relevant in the ever-evolving digital landscape. By following the strategies in this article, and remaining focused on delivering a superior customer experience, you can build a loyal customer base, secure a lasting place in the market, and ensure the continued success of your business in the digital age. 

Omind is a CX and BX platform that leverages the best of industry knowledge, AI, ML, and more proprietary prowess to help you engage in the best way possible. If you’d like to learn more about how you can augment your experience with us, schedule a demo at this link today.