A little more than just the product
Providing the best customer experience is no longer a desirable add-on, but a necessity. It could be the key differentiator that determines the future of your business. You might have top-notch products at great prices, but without providing top-notch customer experiences to complement them, your business will fail miserably.
Before we look at some of the ways in which businesses can provide unique experiences to their customers, we need to understand how customer experience differs from customer service/support.
Customer experience refers to the overall experience customers have across all touch points with your business. Starting the moment they check out your website, it includes the entire purchase process, interaction with the sales/support team, and product delivery.
Customer service is just one aspect of the customer experience. It’s the point where they reach out to the businesses for assistance to choose the product or to exchange/return it.
I have attempted to list down a few tips which can help you create an exceptional customer experience.
Listen to your customers
Start off by listening to your customers. Try to develop an emotional connection with them. Listen intently to their requirements, preferences, and pain points. This will give a good insight into your customers’ needs and help you design products/services accordingly. You can conduct product surveys or ask for feedback from your customers. Various tools are available on Shopify to collect customer reviews.
A brand that listens to its customers is held highly by the buyers. They feel valued and this in turn nurtures customer loyalty. Happy customers not only go for repeat purchases but also become the greatest promoters for your business.
Reviews collected have other benefits as well. They act as a powerful form of social proof that improves the credibility of your business. Customers trust peer recommendations more than any claims made by brands. Reviews from existing customers act as the much-needed push to prompt hesitant customers to make a purchase decision. More product reviews will also help you in SEO.
Provide a seamless experience
It is equally important that you offer a seamless process for your buyers. Buyers value a great experience more than inexpensive products or discounts.
A great website design influences your conversion rate tremendously. Make your buyers' journey from the product page all the way to the delivery as simple and transparent as possible.
In the case of an online store, customers expect to see a simple, fast, and easy-to-navigate home page that will help them choose a product and make the payment without any external guidance. According to a survey conducted by Fullstory, 77% of customers leave without completing the purchase, if they face any issue in the buying process.
Once they make the payment, customers will want to have a clear picture of when the product will be delivered. In case customers are unhappy with the product, they should be able to exchange or return the product in a hassle-free manner.
Create AI-assisted innovative experience
You can leverage the advancements in technology to provide innovative customer experience. Using their phone camera, customers can have a wholly different shopping experience. For example, shoppers looking for eyeglasses can try out a pair virtually. Alternatively, those looking for the right paint color can select a paint and try it on their house virtually. This simple process enabled by technology makes their shopping decision easier.
Provide precise information
Precise product information that will help the customers identify the right product is a must. An important fact to keep in mind here is consistency. If the descriptions and images are consistent, it’s easier for customers to compare many similar products and finally make a decision. The best product descriptions are informative and entertaining at the same time.
Create compelling content
Businesses can engage their customers by creating compelling content in the form of blogs, newsletters, videos, interviews, etc. For example, a business selling cosmetics can offer skin care tutorials or expert talks from specialists.
Content can be added to your website in the form of photos and videos of your products. These photos can be expert professional pics as well as photos from your customers. In fact, user-generated content, whether in the form of text or photos and videos, has more weightage than any expertly written product description or professional photo/video.
The best thing to do here will be to add a well-written description and also reviews from your customers. These reviews might contain just the information that your customers are looking for. Since they are written by customers with first-hand experience with the product, they will have more value in the eyes of your potential customers.
Personalize your services
Personalizing your services is extremely important. Businesses across all industries are competing with each other to provide unique, personalized experiences for their customers. AI can help with this.
AI-powered personalization is a great strategy to enhance customer experience and increase conversion rates. With the help of AI, it is possible to send tailored messages to customers at the right time on their preferred platforms. According to a survey conducted by Epsilon, 80% of consumers say they are more likely to purchase from a business that offers personalized services.
Advancements in technology again come to our aid. What was earlier possible only for in-store purchases can now be offered online s as well. For example, e-commerce businesses can have virtual shopping assistants, offer product recommendations, display previously viewed products, and much more.
Find out more: eCommerce Personalization: Top Low-Cost Strategies for SMBs
Create an omnichannel experience
By adopting an omnichannel approach you can provide a seamless experience to your customers across different channels.
When you adopt an omnichannel strategy, customer interactions over different channels seamlessly connect. The customers will be able to leave off one channel but continue their shopping experience on a different channel. For example, customers can browse the products on your website, complete the payment using a mobile app, and pick up the products at the offline store.
Through an omnichannel strategy, you are providing easier access to your products. For your customers, your product is just a click or phone call away.
Providing a distinctive customer experience is of vital importance for any business to sustain in a rapidly growing e-commerce market. The methods listed above will help you in this. But that’s not all.
In a highly competitive market, it is imperative that you stay connected with your customers through every channel possible- email, phone, and social media. This will help you stay updated on the changing customer preferences and offer unique personalized services.