According to Dimension Data’s 2017 Global Customer Experience Benchmarking Report, 81% of companies recognise customer experience as a competitive differentiator but only 10% consider their digital business strategy to be optimised. It’s now crucial for brands to deliver the right message to the right audience while offering a seamless customer experience on all types of contact points. In this article, you’ll discover best practices to build a personalised customer experience:
#1. Offer a premium customer experience: make your customers and prospects feel special
Your customers interact with you because they need answers. The interaction they are initiating has a purpose. Thus, you have to provide them with meaningful conversations which depend on their context and concerns. The more you know about their profile (their habits, expectations, preferences) and intention, the better you can handle their requests.
What’s their context? The touch point they are using, their situation (are they interacting via a smartphone, a laptop, etc.), the amount of time they have to explain their query, the existing relationship they have with your brand, etc.
Which stage of the customer journey are they at? the discovery phase, the purchasing phase, the support phase, etc.
#2. Be available on your customers’ favourite touch points: be ubiquitous
The traditional conversion funnel doesn’t exist anymore. Your customers and prospects can land on a product page or express interest in a product or service via a multitude of different scenarios and your brand can use any means possible: billboards, computers, brick-and-mortar stores, smartphones, connected objects, etc. in any situations (at work, while waiting in a queue, while watching television, etc.)
9 channel choices are the norm, this will rise to 11 by 2018 – Dimension Data’s 2017 Global Customer Experience Benchmarking Report
Now, your brand has to be everywhere, all the time, to support its customers: messaging apps, social media, your website, mobile apps, videoconference, etc. But in order for you not to optimise time and resource, you need to centralise all the online interactions you have with your customers and prospects.
Some stats about Millennials, often seen as the most demanding demographic: according to Kantar WorldPanel, 25% of millennials often use their smartphone while in-store to check online prices and reviews, while 24% buy clothes through their mobile and 77% still shop for fashion on the high street.
#3. Transform your customers into your best ambassadors: their voice is important
Happy customers won’t hesitate to refer brands they like to their networks. But that’s not the only reason why your brand should build a robust customer engagement strategy to retain its existing customers. They can also turn out to be your best advocates.
Your most loyal customers have acquired a certain knowledge of your products and services, they have gained experience in using them and, if they are enthusiastic about your sector (i.e. DIY, high tech, fashion, etc.), they’ve also accumulated cutting-edge knowledge on their own. That’s what we call savvy enthusiasts and your loyal customers are experts you can pay to advise other online shoppers on your website. This becomes a win-win situation for everyone: savvy enthusiasts earn extra income for sharing advice to online shoppers whenever they want, online shoppers can receive real-time advice 24/7 and your brand can generate additional revenue and offer a premium customer experience.
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Conversational commerce meets your expectations
Customer experience is the number one most important strategic performance measure. And as technology evolves, customers become more demanding. If they don’t get what they want they’ll contact competitors. With conversational commerce platforms like iAdvize you can interact with your customers in real-time and everywhere from one single platform. It saves you time and resources to provide online shoppers with the most personalised and premium customer experience. Because the more you know about your online shoppers, the better you can guide them towards the right answer.