A customer's first impression — better yet, first experience — with a brand often makes or breaks their purchasing decision. Make a great first impression and create a positive experience for your customers by catering to their unique needs. In this blog, we're sharing 5 tips on how to improve customer experience and turn existing customers into repeat purchasers.
How To Improve Customer Experience: 5 Tips
Is your business at a standstill? Do you need some insight into how to improve customer experience? Try implementing these 5 tips to increase customer lifetime value and make your customers feel appreciated and valued.
- Understand who your customers are
- Connect with customers on a personal level
- Identify your customers' biggest pain points
- Reward loyal customers
- Ask for feedback
Understand Who Your Customers Are
Modern-day businesses will struggle to be successful if they don't understand who their customers are. Understanding your customers and your audience is at the core of inbound marketing, which is the ideology of attracting, engaging and delighting customers.
We recommend creating buyer personas to account for the various personalities of your audience. Conduct some research into who your current customers are and their intentions with your products/services.
In addition to looking at buyer profiles, which includes things like gender, age, income, geographical location, etc., generalize the intent behind a persona's purchase. Consider how a customer will use your product and how the product (or service) will benefit the customer.
This is just the beginning to creating a positive customer experience. Building this foundation with your customers will allow for later personalization and optimization of your marketing efforts.
Connect With Customers On A Personal Level
This one goes hand-in-hand with understanding who your customers are. Take it to the next level by segmenting your list so that you can later personalize content based on each contact's preferences.
Segment by lifecycle stage, previous purchase behavior and more. From there, tailor individual shopping experiences to help accelerate the consumer purchase decision process or nurture them post-purchase.
For example, if a customer recently purchased a camera from your store, personalize their experience with your brand by following-up with an email featuring SD cards, batteries, lenses or anything else related to the product. People love to feel special and tend to be more loyal to a brand when it seems that a brand cares about them as an individual.
Identify Your Customers' Biggest Pain Points
How can businesses solve their customers needs if they don't understand their customers biggest pain points? To put it simply, they can't. We strongly recommend following up with customers post-purchase to see if your products/services met or exceeded their needs.
Also, dedicate time to see how your customers are talking about your brand on social media. People tend to be brutally honest and don't hold back on sharing their opinions with their network. This can be a true learning experience for any business, and it's a great way to see what your customers care about the most.
Reward Loyal Customers
We've mentioned before that it costs about 5 times more to gain new customers than it does to retain existing ones, and a study from Adobe found that loyal customers generate 3 to 7 times more revenue per visit. Take advantage of this opportunity to save big and earn more by nurturing and rewarding your current customers.
If you were to ask us how to improve the customer experience, we'd say that rewarding loyal customers is one of the most important things brands can do. Increase customer retention by implementing a customer loyalty program software that rewards your most loyal customers for their purchases.
Customers love gaining rewards with each purchase, and it inspires them to come back to your store again. Improve the customer experience by offering incentives, like discounts or free items, to your most valued customers.
We encourage you to leverage a tool that is multi-faceted, like Smile.io. With features like a points program, tiered VIP program and referral program, Smile.io makes it easy for businesses to reward existing customers, increase customer lifetime value and turn returning customers into brand evangelists.
Ask For Feedback
If you're really unsure on how to improve customer experience, try asking your customers directly! Don't be afraid to ask customers to write a review or fill out a survey on how their experience was. Any feedback is good feedback (even if it's negative) because it will help your business improve in the future.
We encourage eCommerce stores to showcase customer reviews — especially on product pages — to assist other shoppers in their purchasing decisions. When consumers see that their peers love an item, they'll be more inclined to purchase it.
Another great outlet for gathering customer feedback, other than reviews, is through social media. Create a poll on your Instagram story, and ask your followers to fill out the poll or answer your questions. Incentivize them to respond honestly by entering them into a giveaway for completing all questions.
By now, we hope you have a better understanding of how to improve customer experience. If you have any questions or need help optimizing your eCommerce marketing strategy to better meet your customers' needs, don't hesitate to reach out. Just fill out the form below with any questions or concerns, and a member of our team will be happy to help!
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