How Can Brands Adjust and Reassure Their Clients through Seamless CX?
Seamless and positive customer experience, or CX, is vital for a brand. It is the factor that can create loyalty and set you apart from the competition.
Seamless CX arises when your customer has a positive and enriching interaction with the brand at every touchpoint. Continual improvement in CX should be a priority. There is always room for improvement. As this chart shows, good CX can involve the consumer in various ways.
According to one survey, 49% of consumers left a brand due to poor customer experience. And 65% of them say that a positive experience with a brand is more influential than great advertising. Fortunately, technology and Big Data are taking the guesswork out of creating seamless CX.
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Advantages of Seamless Customer Experience
Let’s break it down into three specific benefits for your brand.
Customer Satisfaction: It’s clear that those who have an enriching and seamless experience with your brand will be more satisfied. You can look forward to repeating purchases and opportunities for upselling.
Better Chances of Sales: Seamless CX removes obstacles on the path to purchase. For example, an e-commerce venture with a simple and efficient path from product discovery to a shopping cart has greater chances of making a sale.
Retention and Recommendation: A satisfied customer is a customer who will stay with your brand. There are also good chances that such clients will share their experiences with others. This will bring about more inquiries and leads.
Crafting Seamless Customer Experience
When planning a seamless CX, it helps to start from the very beginning. Here are five steps to start with.
Get to know the consumer
You should create a map of your primary customer based on demographics and psychographics. This can be derived from data online as well as research and surveys. The answers should revolve around age, location, needs, and competitive activity, to begin with.
Map the consumer journey
Every brand can have a different consumer journey. These are the steps from awareness to purchase. You can plan your CX touchpoints based on this path. How can you seamlessly weave your brand message together from the beginning to the end in a compelling way? Here’s what you need to know about customer journey mapping and measuring.
Anticipate consumer needs
When considering a purchase, clients could have different needs. At one point, they may want more information about how the product will fit into their lives. When they are more interested, they may want to know about features and benefits. When they are close to purchasing, they may enquire about after-sales service. Seamless CX will anticipate these needs and make sure they are addressed in a unified manner.
A major part of seamless CX is the ability to deliver a personalized experience across channels. The client’s name, specific needs, and location-based cues help a great deal. These create reassurance that clients are dealing with a brand that cares about their concerns.
Respond to feedback
Seamless CX should have feedback mechanisms built into relevant stages. Whenever possible, such feedback should be responded to. This creates a stronger bond with the customer. The feedback can also be analyzed for insights and cues about better CX. Find out more about feedback management here.
Why Data and Analytics are Critical to Seamless CX
Customer experience data is essential to create a seamless CX journey. Such data maps customer interactions across touchpoints. When analyzed with data science, it can yield invaluable insights.
Some of the metrics that can be used are:
Customer Satisfaction Score to gauge general happiness with the brand.
Churn Rate, to measure the percentage of customers that stay with or leave your business over a period of time.
Average Resolution Time to check how long it takes to resolve issues faced by consumers.
Monthly Active Users to evaluate the growth or decline in the number of consumers who use your brand.
Conversion Rate, to estimate the number of visitors who complete the desired action, compared with the total number of visitors.
These and more will help you to provide seamless CX and delight clients. With the right new-generation digital customer experience management platform, you can use data analytics to build deeper, more prosperous relationships with your customers.