Excellent customer experience is no longer a selling point – it’s a requirement. 86% of consumers are willing to pay more for a better customer service and, in an online world with more choice than ever before, the brands that don’t take notice are doomed to be forgotten.
The key to a great customer experience lies in our ability to utilise the data that is already available to us. Click to tweet
Today, most of our interactions online leave a digital print, that can be traced back and analysed to gather insights into consumer habits and preferences. Consumers understand the value of their data and are willing to give it up in exchange for an improved customer experience.
To deliver outstanding customer experience, you need to translate online and offline data into human insights. Here are four unique ways to use your customer data to create an unmatched customer experience.
1. First impressions matter
In an increasingly competitive marketplace, every piece of your web design needs to serve a purpose. Customer experience doesn’t start when they make a purchase, it begins as soon as they the consumer starts looking for your product or service.
Having a clean website, with intuitive navigation, and logically organised content is key to locking visitors in, and gently pushing them to convert to loyal customers.
Track interactions on your site using tools like Google Analytics to gather insights on your performance. Find out how visitors get to your site, and where they go once they've landed on your page. Use eye-tracking software to find out the ‘hot spots’ and areas that you can tweak to improve customer experience.
Industry leaders like Airbnb have been paving the way with their intuitive web design. The main attraction – destination search – is up front and center, guiding visitors to the next logical steps. They’ve also incorporated smart search allowing users to autocomplete their queries and speed up the process.
Key takeaway: Sweat the small stuff, like website speed. 75% of users will click off and run straight into your competitors' open arms if they encounter delays. 76% of customers place usability above anything else, so make it easy for your visitors to find what they are looking for. Test your site, and tweak it to ensure you’re bringing satisfaction with every click.
2. Social listening
Industry experts agree that the best time to ask for feedback about your customers’ experience is right after you deliver it. In fact, 70% of businesses that deliver exceptional customer experiences use customer feedback systems.
Employing post-interaction surveys is a great way to get feedback on your performance, however, customers are far more outspoken on social networks and forums. To gather true insights, show up in the comment sections on your social channels and practice your listening skills.
People are more likely to express concerns and ask for advice online, so use this as an opportunity to add a human touch, create an emotional connection, and deliver an unforgettable customer experience.
For example, Tommee Tippee, one of the largest baby products providers heard about a father on Twitter looking to replace one of their limited edition sippy cups for his severely autistic son. Turns out, his son refused to drink from any other cup, and as a result, the company announced they will release 500 of those discontinued cups especially for his son.
Key takeaway: Social media is the top choice when it comes to customer care, with 35% of customers turning to tried and trusted channels to reach out for support. Make sure you’re on top of things by investing time in patrolling your social channels and keeping your ears open for opportunities to accelerate performance and improve customer experience.
3. Customers are the heart of your operation
Deliver experiences that are relevant specifically to your customers. To accelerate performance, use the data that you already have on your customers’ buying habits and preferences to create personalised offers and suggestions. Not only will that promote brand-love and create an army of brand advocates, it’ll also help you improve customer experience.
Amazon, one of the industry leaders in personalisation, use customer data to suggest ‘bought together’ products in real-time. Not only do they boost revenue, they also get bonus points for reminding customers they might need a HDMI cable to go with their brand new flat screen TV.
Key takeaway: 66% of consumers admit they are more likely to switch brands if they feel they’re treated like “a number” rather than an individual. Avoid general newsletters and offers as much as possible, instead speak to your consumer directly using their name. Update customers with relevant new products that they may be interested in.
4. Seamless experience
The customer journey is becoming more fragmented as new technology innovations happen, so it’s important to ensure that all touch points are optimised and tied together. Create a seamless customer experience by ensuring you provide an equally satisfying service online and offline.
Give shoppers the option to purchase online or pick-up in store. If an item is out of stock in-store, then offer to order it for them, or notify customers when they become available again. For example, if customers click through ‘Shop Now’ on your Instagram post, they should easily find the items they are looking for on your e-commerce site.
Key takeaway: On average, companies that provide an ominous customer experience throughout their presence online and offline retain a whopping 89% of their consumers. Map out your customer journey to understand better the touch points and optimise accordingly to ensure customer success.
Today, we are rich in data but poor in delivery. Put your data to work, because a small tweak in your operations or strategy can transform your customer experience, and position your organisation as a top industry leader. Some of the best-laid customer experience plans fall short because they lack true insights. With a little time, effort, and these tips you can set yourself and your organisation up for success.