You Need A Customer Experience Strategy

How well do you know your customers? How do you know that they are as into your services as you think they are? Taking a look at sales and profits can provide some proof, but the products and services themselves aren’t the only things that enamour a customer to a company. It’s all about the experience of doing business with you as well. Here, we’re going to look at the ways that online businesses, particularly in ecommerce, interface with their customers, how they interact, and how you can provide a better experience.
Trace every step
For most online and ecommerce businesses, the website is where the majority of your focus is going to be. Investing in professional site design and incorporating customer friendly features like breadcrumb navigation can make their journey through your site easier. But how do you know which calls to action are really working and which aspects of design truly appeal? Conversion rate optimisation as shown by sites like 4mation.com.au shows you how to look at the analytics to get the skinny on which parts of the site work and which don’t. You can track not only which links are more popular, but you can utilise heat maps that can break down which individual elements on a page gain more attention. Learn what works and replicate it while thinking of ways to refresh or replace the content and navigation features that aren’t as popular.
Excel every order
If the website is the key to converting new customers, the delivery system is the key to retaining them. Even if they love your products, customers may not be as willing to reuse your services if a delivery is late or they had little information on where their parcel was in transit. Get more control over your fulfilment and delivery by relying less on outsourced couriers and by building a fleet with the help of suppliers like RobSinclairFinance.com.au. With your own fleets, you can use GPS tracking to divine more efficient routes, manage fuel use and costs, and better monitor your own driver performance. Relying on outsourced delivery as the business grows can quickly become far less cost-effective.
Carry every conversation
Even some of the biggest ecommerce platforms fall completely flat when it comes to the customer service part of the business. Accessible customer service can still be something of a rarity, with many of the platforms failing to star their on-site chat features or customer phone numbers front and centre. Thorough ongoing training of customer service staff is just as important. They will deal with frustration, no matter how good the rest of the service is, precisely because good services heighten expectations. The customer is allowed to have a bad day, and not giving them the outlet to express that can turn them and your better-behaved customers away. If customer service representatives fail to be on their best behaviour, even when facing the small portion of customers behaving badly, it can damage the reputation of the business if that customer’s experience is more widely shared.
The examples above aren’t comprehensive. Your business might have other experiences and other platforms that the customer uses on a regular basis. It’s time to take a closer look at those experiences and to engage with them from the customer’s perspective. What can you do to make their experience as positive as possible?