HOW TO IMPROVE YOUR BRAND'S CUSTOMER EXPERIENCE OFFERING
Your customer experience offering can make or break your brand. Simply put – if your customer interaction is lacking, then you’re going to struggle to maintain an audience, no matter how good your products or services may be. This is something that brands are becoming increasingly aware of, and it’s something that is being prioritised in business models. You might be wondering how exactly to improve your customer experience offering, and we’re here to help.
BENEFITS OF A GOOD CUSTOMER EXPERIENCE
The benefits of a great customer experience offering are endless. It’s what keeps customers coming back time and time again, converting them from one-time-shoppers to loyal patrons. The better your customer experience, the better your customer retention will be. It’s not just single return sales that you’ll benefit from with a great customer experience, either – customers are more likely to buy more from you, gaining you an even greater revenue per head than previously.
As well, the more someone enjoys interacting with your company, the more likely they are to recommend you to their friends and family, thus bringing more business your way in the long-run. We think most people would agree that positive word-of-mouth exposure for your brand can only be a good thing, and this is what comes from a good customer experience.
OPTIMISE YOUR WEBSITE
Your website is often the first port-of-call for any potential customers, and if it is poorly performing it can have huge knock-on effects for your business. Consumers don’t want to have to work to access the company or product information they’re after, and if they do have to fight against the current (so to speak) in order to get to it, they’re more likely to give up and move on to another company.
Anything from your website taking too long to load (a huge 25% of people abandon a site that takes more than four seconds to load), to images not displaying correctly, to your site not being accessible could lead to a higher bounce rate. An easy way around this, however, is to make sure that your website is fully optimised for performance. This means ensuring that images are appropriate sizes, that layouts adjust automatically and effectively for a variety of devices and browsers, that navigation systems are efficient and productive, and so much more.
While you’re in the process of optimisation, it’s also worth checking that the site is easy to navigate. It’s a small consideration, but one that will have a big impact on how long someone stays on your website.
PROVIDE OPEN AND ACTIVE COMMUNICATION CHANNELS
It’s impossible to grow and develop as a brand without taking on board customer feedback – without this, knowing what areas need improvement is an impossible task. So, by providing open and active communication channels to your consumers, you can gain an invaluable insight into what your audience wants and needs from you.
Some examples of possible communication channels to consider are feedback surveys, asking open-to-all questions on social media, actively inviting feedback via email or direct message, or by offering a feedback-specific contact page on your website. You could then put out news bulletins with updates as to how you’ve taken the feedback on board and bettered your brand as a result, to really cement the fact that you’re a brand who cares about your customers’ opinions and is willing to adapt to better suit their needs.
By way of these channels, you can supercharge your customer experience offering, to make it the best it can possibly be.
MAINTAIN BRAND VALUES
Brand values are a core component of customer experience. A consumer comes to your business in part because you can solve a problem for them, but also because they align with and appreciate your brand values. So, if these are not maintained across all aspects of your business, then their experience of your brand is likely to suffer.
Simply ensuring that your core brand values are maintained across all your content and platforms, as well as your products or services, does wonders for your public reputation, and for consumers’ experiences with your brand. By being able to see your values so clearly and so consistently, they can feel confident that they’ve made the right decision in investing in your company.
MAKE THE MOST OF AI
Artificial intelligence (AI) is a great way to improve your customer experience offering. Anything from chat bots that help with customer queries or issues, to targeted ads based on previous searches or purchases can be used to tailor your customers’ experiences with your brand.
As well, because AI is technology, it can be automated incredibly easily and can run in the background without you having to micro-manage the process. This way, you can get on with the other aspects of running your business, and have confidence that the AI is working for you.
As well as maintaining regular consumers, a solid customer experience offering will help you to gain a competitive advantage and set you apart from your competitors. We know from personal experience that we would rather give our business to a brand that is easy and enjoyable to interact with than one that makes our exchange feel like an uphill battle, no matter what the difference in product quality is. At the end of the day, people buy from people, so it’s vital that your customers are your top priority.
If you’re looking to improve your own customer experience offering, we’d love to hear from you! Follow this link to start a conversation today.