Customer experience – and user experience in general – is becoming more important than ever. Today’s customers are more emotional when making a purchase decision. They take into account aspects such as personalized experience and good customer service as part of the decision-making process.
Customer experience is a big part of a business’ online and offline activities. It also has great effects on customer loyalty and lifetime value. The big question remains: what does delivering a good customer experience mean?
Smooth and Consistent
You can learn a lot from the way user experience (UX) designers work on the best mobile apps and websites today. There are two important elements to start with, and they are smoothness and consistency.
The flow of the customer journey must be as smooth and pleasant as possible, from the moment potential customers seek information about your products and services to the point where they actually buy the product and go through the checkout process. This means streamlining every part of that journey and making the whole experience pleasant and hassle-free.
Consistency is the second element to add to the customer experience. You want to deliver a consistently positive experience at every turn in order to convert viewers or potential customers into loyal customers that will vouch for your products and services (and your brand).
Value and Personalization
89 Degrees, a leading marketing company in customer journey management, recently published an article about 3 ways to create loyalty loops. Delivering a superb customer experience is part of the process, but the article also mentions the importance of value and personalization.
Regardless of the things you do, value is the one thing that attracts customers. The content you share online, for example, needs to be valuable for it to be effective. The same can be said for the products and services you offer as well as the way you handle customers along their journey.
Personalization, on the other hand, is the main ingredient for building a closer, better relationship with the customer. Gone are the days of using templates and standardized messages. Today, everything is about personalized experiences. Most businesses now pay attention to their customers’ preferences and other important insights, all for the purpose of delivering good customer experience.
The biggest challenge of them all is maintaining a high level of customer experience. This isn’t something you can do as a one-time thing. For the customer experience to remain positive, your business needs to adapt to market changes, changes in customers’ expectations, and other factors.
The most successful companies now rely on insights and various sources of information to stay ahead. Instead of offering the same recommendations again and again, they use shopping patterns, search history, and other information to further personalize the customer experience. Even remarketing campaigns today are more intelligent in this sense.
At the end of the day, delivering a good customer experience is about investing the time to understand your customers and what they really want, and then tailoring parts of your customer journey to those insights. It is the approach that will guarantee the success of your business in the future.