Personal connections are at the core of every positive customer experience. With this in mind, companies are rediscovering that online interactions are equally (if not more) important than in-person touch points.
Here at Groove Commerce, we think of customer experience like an umbrella covers the entire purchase cycle. Underneath it, your website, marketing, shipping and customer service create micro-moments that influence customer sentiment. HubSpot refers to this as the “delight” portion of its inbound marketing flywheel.
When you delight your customers, you increase the likelihood of repeat purchases and establish brand loyalty. These outcomes ultimately lead to the number one objective for most eCommerce businesses – increasing revenue. To provide positive customer experiences, businesses need to create tailored programs that meet their specific customer needs. To help you get started, we’ve outlined four proven ideas to improve customer experience.
Ideas to Improve Customer Experience
- Prove Your Value
- Make Your Customers Feel Special
- Have a Conversation
- Stay in Regular Communication
Prove your value
Does your site clearly demonstrate what makes your business better than competitors? Do you effectively convey your Unique Selling Proposition (USP)?
Visitors often arrive at a website to answer a question, solve a problem or find a product. Once they enter your store, you must immediately communicate how your business addresses their needs.
Whatever makes your business unique, your value proposition helps reduce purchase barriers and increases customer confidence. For example, customers pay for Amazon Prime because of the convenience and savings it provides. Try using this concept to identify a specific service or value your business can provide that resolve a customer pain point.
Make Your Customer Feel Special
When we think about great service, we often end up referencing Nordstrom. The Nordstrom Way is to “focus solely and exclusively on doing whatever it takes to create a satisfied customer.” The philosophy requires that employees use their own initiative to provide customers with exceptional levels of service.
Nordstrom sales associates cultivate strong customer relationships by tending to their client needs, introducing them to new items they may like and by following up on inquiries and leads. Getting to know your client personally develops trust and loyal business. Similarly, following up with inquiries helps you understand what your customers value, which can help you improve in the future.
Although one-to-one communication isn't always possible, there are a few tactics you can deploy to show your customers some love. On the eCommerce side of things, consider the following:
- Evaluate return policies
- Personalize your website
- Offer exclusive discounts and offers
- Incorporate phone and live chat customer service
- Personalize packaging
Have a Conversation
Businesses need to respond to customer inquiries as fast as possible. Implementing online chat, phone availability and text messaging offers your customers accessible and immediate service. According to HubSpot, approximately 90% of customers consider an immediate response as “important” or “very important” when they have a customer service question.
It’s also important that your visitors can easily find your contact information. We recommend prominently featuring this information at the top of your page for easy access. For example, Zappos features a customer service menu at the very top of the page that directs you to Live Chat, FAQs, contact info and feedback forms. All of these elements subtly indicate how businesses value their customers and strive to provide an exceptional online experience.
Stay in Regular Communication
We recommend that businesses create a portal for communication with their customers. Keep your customers in the loop by confirming orders and providing shipping notifications. You can also solicit new ideas to improve their experiences on your site or allow them to share your information with their social networks.If applicable, we also recommend considering adding a comprehensive FAQ page.
Overall, repeat contact with your customers increases brand awareness and customer loyalty. Customers are the core of any business and it’s your job is to deliver first-class solutions to their problems. When you do this, you encourage a relationship that will keep them coming back for more.
Have questions about how your business can improve its customer experience? Feel free to reach out to our team through the form below!
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