Guest post courtesy of Yana Milcheva, Marketing, Talkative
In the past decade, shopping has been completely redefined by the opportunities for improved connection between businesses and customers. Today, in exchange for their hard-earned dollars, consumers expect not only a high-quality product, but also a seamless buying experience. Personalization is more important than ever- it has been found that customer experience drives revenue growth, especially within industries in which customers are able to switch between businesses. A satisfied customer is a returning customer- so what can companies do to ensure that their selling strategy is generating revenue and establishing a personal connection with the buyers?
Technology and Customer Experience are connected
Imagine owning a business in the 80s and trying to establish a more personal connection with your customers. There wouldn’t have been much you can do, except providing excellent customer service from the moment the client comes through the door until they walk out with a shoppers’ bag and a smile on their face. Today, the latest technological advancements allow companies of all shapes and sizes to create unique, personalized experiences for their customers.
Whether you own a brick-and-mortar store or an eCommerce business, social media networks enable you to engage with customers regardless of their preferred communication channel. The increasing number of technologies introduced to the market comes with a level of uncertainty – it is difficult to choose a platform that will help you convey both your brand’s message and suit your customers.
In an environment where brands compete not only on their products but on the quality of their personal service, it is important to be able to provide a personalized experience to clients both online and offline.
Human Interactions are the foundation of great CX
While communication is becoming more automated, customers still insist on having personal, human interactions with brands. This is a great opportunity for brands to gain the customers’ trust and increase their revenue. There is no way to deliver excellent customer experience if you don’t know anything about who you are selling to. A brand looking to generate more sales and become a leader in its field needs to know all there is to know about its customers. Gathering insight on what drives people’s buying intent and keeping a record of their purchase history are key for creating a comprehensive customer profile. Having your clients’ trust you with their data allows for an exceptional customer experience that goes beyond the moment of purchase and that encourages brand loyalty.
Customer Experience vs. Customer Service
What some businesses struggle with it is differentiating between customer service and customer experience. Good customer service refers to the quality of the client interaction at the point of purchase- providing people with the support they need to make an informed, satisfactory decision. Customer experience, however, is a more elusive concept. Unlike customer service, good customer experience is not always related to the purchase of a product. It is an ongoing process of listening to your clients’ needs and desires and knowing what is the best solution you can offer them. It requires a deep understanding of your environment and of the drivers behind consumers’ purchasing intent. Improving your sales by providing good customer experience is similar to going on a treasure hunt- in order to bring in the gold, you need to know which is the most efficient and less perilous road to take. When you prioritize customer satisfaction, you are not only engaging with those 80% of customers who are willing to pay more for personal treatment, but are also improving your brand’s image amongst the competitors.
Why does this all matter?
80% of consumers are more likely to do business with a company that is focused on providing a personalized experience. For customers, a positive experience is one that offers convenience and knowledgeable help in a timely manner. Knowing what a customer is looking to gain from an interaction is how companies can design an effective selling strategy. The key to superior customer experience is centering your sales process around satisfying the customer and paying attention to the way they move through the sales funnel. Sales are, first and foremost, about people, so it is important that your customers feel like they are appreciated and that their purchase matters for your business.
About the Author
Yana Milcheva is a Marketing intern at Talkative and a freelance writer interested in topics ranging from technology, politics, fashion and sustainability. In her spare time, she enjoys practicing yoga and watching conspiracy theories on YouTube.