The digital customer experience ensures your business’ entry into the target market. Today’s consumers see ads, promos, and recommendations online, usually on their smartphones, tablets, or laptops. How you reach and sustain a customer’s attention online will determine how well you make it against your competitors.
This aspect of business and marketing is crucial for startups and small e-commerce sites. Positive digital customer experience is more likely to increase their impression of your brand. Otherwise, you lose your chance at having the customer return. A Salesforce survey reports that it’s easier for 76% of consumers to bring their business to a company that fulfills their expectations. But a smooth and memorable customer experience increases the likelihood they stick to your brand and possibly recommend it to their friends and family.
Here are four of the best practices that will help your business ace its digital customer experience.
1. Figure Out the “Why” Behind Customer Behavior
A customer’s behavior may seem straightforward online. Let’s say you notice more customers are ordering your older products even after the launch of your latest line. Despite the prominence of your new item on the home page, the consumer continues to opt for what they normally order online. If you limit analyzing this behavior to what happened, then a retailer would assume the homepage banners and ads are ineffective.
But what if the problem is not in the prominence of your new product, but the habits of your customers?
Marketers need to go beyond the “what” and start asking “why.” While websites and apps have made your product within reach, it removes the interaction you normally receive in a brick-and-mortar store. Thankfully there are alternatives, such as sending out surveys or conducting focus group discussions among consumers. You can also check reviews and specific details within customer feedback.
2. Integrate Digital Channels Seamlessly
Your customers are more likely to interact with your app or website using their smartphones. Make sure every feature on both channels is integrated into the device’s features.
A good example would be the pizza restaurant chain Domino’s. Dominos focused on customer experience in order to improve its stake in the market. It began as the bottom-ranked company in a 2009 survey on consumer taste preferences. Fast forward a couple of years after and Domino's became the second-largest pizza chain in the world. This improvement started with looking from the customer experience. They not only made pizzas but delivered them too. They created a Pizza Tracker app that lets customers follow the location of their order. It uses the GPS feature of the phone, so you can track the order right after making it on the same device.
3. Build a CSR Team to Increase Customer Retention
Your customers will enjoy your brand more when you have a team of customer service representatives that deliver excellent results by creating a positive customer experience. Beyond eliminating customer waiting time and abandoned messages, lessening handover rates, and ensuring customer satisfaction by the end of every call, CSRs also guarantee that customers are taken care of and use the feedback as a means to maximize sales.
An e-commerce beauty brand, e.l.f., maintains high customer retention by adopting an after-sale customer service strategy. Whenever the company gets a complaint, either about their product or delivery service, the customer service team addresses these mistakes. They go the extra mile of sending coupon codes with free shipping via email.
Customers see how proactive the customer service team is—and in turn, the brand—is in using feedback into improving the brand, and thus regard e.l.f. as their makeup brand of choice.
4. Invest in a Global Service Partner for CX Solutions
You can only do so much to maintain excellent customer service. Your site and app can provide information about your product, but in case anything happens, your customers still need to reach an expert on the matter.
When your in-house customer service team is experiencing a large amount of dropped calls and unanswered messages, your customers will become frustrated at the number of unsolved problems. This is when you can establish a partnership with a global service provider that can help you build an outsourced CX team to manage incoming inquiries and complaints. They will be present at all channels that are available for contact, from email addresses, phone numbers, chat, and social networking sites.
Investing in a global service partner can help you take care of your customers from all angles and maintain good revenue for your business.
Infinit-O is a trusted global service partner that can help you build and operate a dedicated team of well-trained customer experience specialists specifically designed for your unique needs, with cost savings of up to 70%. We can help you meet your goals, whether they be growth, better productivity or simply bottom-line cost savings. With access to excellent CX talent who use cutting-edge technology, we provide some of the best strategic solutions for your business. We are ISO-certified and GDPR-compliant, so your company and customers data are safe with us.