Customer Experience is a global term that refers to a brand’s interaction with its customers across all channels, whether it’s in the store, by phone, or online. Customer experience management refers to the way a company evaluates, and ideally improve its relationships with its clients and customers.
What is the customer experience?
Customer Experience or CX- is the set of experiences a customer receives in the process of using and enjoying your brand. Here we talk about how you can improve the perception of your customer regarding your brand: Your marketing channel, what they see, read or hear, what the process of acquiring a product is, your after-sales service, customer support, etc.
Your product should be presented magnificently in order to entice a customer into buying it, but honestly, none of it matters as much as your customer service. The foundation of your business will rely on the support you provide to your customers because why buy the product in the first place if you cannot help the clients in the after-sales service, or even returning the purchase (in case of e-commerce.) Not to mention the use of social networks, online marketing, branding, etc.
What does customer experience mean for your e-commerce
It’s about understanding what your customers need and what their expectations are, solving their needs at every moment or stage of the buyer journey in your online store.
Remember that the product shopping experience you offer is as important as the product itself. Here, factors like the usability of your online store, the support you offer, the information available regarding inquiries, returns, or deliveries come into play.
What we get by providing a good customer experience is a satisfied customer who will become a recurring customer – indispensable for the survival of an e-commerce business. Surely, if they’re satisfied with your service, they will recommend your brand to their friends or acquaintances.
How to manage, control, and evaluate customer experience?
Like any other measurement process, the first thing you need to do is set a series of objectives or indicators, KPIs (Key Performance Indicators.) These indicators will help you measure the degree of satisfaction the customer achieved while browsing through your e-commerce store. In order to achieve optimal results, we recommend that you work on the following actions:
Establish the requirements of your business and determine its objectives.
Be clear about who your end users are in order to offer them the right product or help them find what they are looking for.
Select the KPIs needed to identify problems and improvement points, depending on the area or channel you want to measure: SEO, SEM, email marketing, support, logistics, web usability, etc.
Focus on your e-commerce content strategy
Have you noticed that many sports stores constantly appeal to the spirit of improvement? Or that natural products stores use their own lexicon and campaign themes that work around the green or white color tones? Obviously, your content strategy should reinforce the idea or story of your brand. When setting up an online store, you have to think about all these little details: How to motivate the customer and make them feel comfortable so that they identify positive feelings with your products.
Keep your eyes on the tiniest of details
Understand that even the tiniest of details affect how your e-commerce business is perceived in the eyes of your customer. From the use of colors in different sectors to associating your products with specific objectives, your marketing research should ooze the essence of your business. It is also important that you use the right channels when communicating with your clients or potentials customers: Company newsletter, blog, or social media platforms.
Currently, social media plays a very important role when creating and growing a brand, so you should know how to handle different social networks with ease and understand their strengths and benefits.
The shopping cart should always be visible
It isn’t rocket science to understand why the shopping cart should be visible at all times. The Add to cart button must always be clearly visible so that the customer can finalize their purchase without wasting any time. This is one of the most effective methods to convert your abandon cart users, so get down to work and keep this in mind when creating or redesigning your online store.
Note: Customers expect the cart to be on the right side of the screen, whether accompanying the scroll or at the top.
Use a simple and intuitive purchase process
The purchase and payment process of your e-commerce business should be simple and fast. Think of it this way – An easy and quick process will give the customer less time to have second thoughts about the purchase. Ask for the necessary data to place the order and eliminate the need to fill in countless fields.
Try to offer all possible options to make life easier for the client. Always have more than just one payment method available at all times. Research has shown that businesses with multiple shipping methods have higher sales numbers than those who don’t.
Offer free shipping
One of the best ways to increase client retention and acquisition in e-commerce is to eliminate shipping costs.
There are companies like Book Depository that send their products for free to any country. It is possible that due to the characteristics of your store, you cannot afford such costs, but offering your customers easy shipping methods with no additional costs is a tremendous value-added benefit.
Create effective email marketing campaigns
Remember this easy tip: Use only the information that is relevant and necessary to address – emails have to be concise and clear. We are all very busy, and the client will have no more than a few seconds to decide whether to delete or continue reading the mail you’ve sent them, so make sure your mail doesn’t look like a spam page.
To achieve an effective email marketing strategy, you have to avoid the abuse of images and news. Bet on simplicity, for articles that strengthen your image and properly sell your products.
To get 5-star reviews from your customers, your e-commerce business should have the ability to get the customer what they want without too much of a hassle. To achieve this, it is best to opt for a concise and clear information, simplify customer life, and strengthen your brand with campaigns and powerful messages. Remember, this is not a short distance race but a marathon that you must prepare for every day.