What’s the #1 thing customers care about when dealing with a brand?
B) delivery methods
C) product selection
D) ease of ordering
E) payment options
F) stellar customer support
G) All of the above
If you chose G, then you’re on the right track.
When you tie these all together, you have what’s called a great customer experience. And guess what — if you can excel at this, you have a high potential of turning customers into loyal fans.
Unfortunately, B2C companies are struggling with this (some of which don’t even know it!).
Let’s review why customer experience is so important and what it takes to make yours excellent.
Why a Great Customer Experience is a Must-Have
According to a report by Acquia, a good customer experience is a driving factor for success. Roughly 72% of consumers say they’re loyal to certain brands, but a single bad experience will end that relationship abruptly.
But the concept of delivering great experiences isn’t new. The issue is that many brands are unknowingly delivering subpar customer experiences. In fact, an astonishing 82% of marketers believe they’re meeting customer expectations.
Yet, only 10% of customers strongly agree most brands meet their expectations.
What are the odds you’re in this category?
If you don’t have the proper customer experience strategy or a skilled workforce behind it, then the odds are strongly against you.
Let’s talk about why brands fail at customer experience and what you can do to beat the odds.
It’s All About Customer Data
When brands sit down to brainstorm their customer experience strategy, what likely comes to the forefront are things like:
- Lowering prices
- Changing the wording in ads/promotions
- Offering better discounts
- Offering new or additional products/services
- Improving the atmosphere of their brick-and-mortar
- And other similar “tricks”
While some of these techniques can and do work, there’s no telling it’s what your customers want. This is why it’s so important to have data to back every business move.
There’s a lot you can learn if you pay attention to what your customers are asking for. Now, there are several ways you can do this — but having the right tools and software will make data collection a breeze.
Let’s say you’re using social media, online chat, and your website to market to your customers. You need a way to record (and analyze) the behaviors customers exhibit, as well as the communications they have with your brand.
With this data, you can pinpoint things like:
- Patterns leading to abandoned carts
- Complaints and customer feedback
- Requests and questions visitors have
- Shopping behaviors indicating the most popular categories/products/services
- Pages with high bounce rates
- And more
You can take your KPI data and turn it into actionable customer insights using a tool, such as Seekify. But more on that later.
Without Attribution, Your Data is (Well…) Pointless
It’s great you’re collecting all the data you can about your leads and customers. But it doesn’t account for much if you’re not able to quickly identify patterns and insights that are actionable.
Most business today are struggling with data overload. There’s so much information in their databases, and they have no clue what to do with it. In other words, they’re overwhelmed.
Now that omnichannel marketing is a thing, it’s changing the way marketers and CX managers approach data. You’re no longer using a single platform to communicate, market, and sell your product or service.
So attributing your leads and sales to the correct channels becomes cumbersome.
Here’s the dilemma with attribution:
- You have no idea where your sales are coming from (social media, PPC ads, etc.)
- You’re potentially wasting money on mediums that aren’t yielding results
- There’s no way to identify why customers are leaving or abandoning their shopping carts
- You won’t know which touchpoints customers have with your brand, nor any way to track them (phone, website, online chat, social)
With proper attribution, you’ll be able to know exactly which channels are producing the highest converting leads. And, in turn, you’ll be able to focus more of your budget and efforts on those platforms. This is possible using Seekify’s KPI platform.
All you need now is a skilled workforce to take these insights and use them to improve the customer experience.
Let’s take a look at an example:
The data company A is collecting shows the following customer journey:
- Customer researches a product on Google
- Customer finds company A’s website
- Customer browses through the product selection
- Customer leaves
- A retargeted ad on Facebook brings the customer back to their site
- Customer looks at reviews on Google
- Customer returns to the landing page and decides to purchase
Now, there are several attribution methods you can use here:
- Time decay: Where you give the most attribution to the most recent channel. In this case, it’d be the retargeted ad and its landing page.
- Equal weighting: Each channel is weighed equally, which means you’ll divide the credit between all three channels.
- Algorithmic: Using a tool, you analyze millions of data points to identify the channels and paths that are directly attributed to the customer’s purchase. Weight is given to the channels found along the customer’s journey.
A skilled workforce knows how to split test, analyze data, and revamp campaigns that improve the customer’s experience through the funnel.
Here’s a look at how.
How a Skilled Workforce Can Drive a Good Customer Experience
You can have all the best tools for data collection and analytics. Without a team to put the insights to use, you’ll be right back to square one.
So you’ll need to focus on building teams of people who excel in CX. Because after all, they’re the middlemen between your business and its customers.
The best way to do this is through ongoing training. Seekify’s Learning Management System simplifies this process by offering a library filled with CX-focused content. Your teams will have access to the training they need whenever they need it. Plus, it’s self-paced and always available, so they can learn on their own time.
Enhance Customer Support
It’s a no-brainer, really.
Consumers demand great customer support after making a purchase with a company. Just think of all the disgruntled patrons who are dissatisfied who long wait times on the phone.
If you’re limited in staff, you can counter this by using multiple forms of communication. Promote online chat and texting, which will enable your teams to handle more than one customer at a time (without long delays).
It’s also a good idea to implement technologies, such as chatbots, which can cut down the number of people calling/texting in about similar problems.
Note: Every interaction customers have with customer support needs to be recorded into customer profiles for use by customer service, sales, and marketing.
Your CX agents don’t have to wait for customers to reach out to them to be of assistance. It’s ideal for your teams to be proactively looking to engage with your customers.
For example, on social media platforms or inside of a hosted forum on your site. With the conversations gathered from customer service and online channels, your teams can improve customer experiences 10-fold.
One way this is possible is by creating a list of commonly asked questions from the forum and then writing up blog posts discussing these topics. Another option is to create a knowledge base customers can visit on their own time instead of reaching out to your customer service agents.
Encourage Collaboration Between Departments
Silos are the killers of brands (large and small). If your teams aren’t working together for the sake of customer experience improvement, then your initiatives are bound to fail.
You need to ensure your sales, marketing, customer service, and CX teams are all working in tandem. This includes the sharing of data between departments.
By eliminating siloed data, you can rid your organization of siloed teams.
Centralizing customer data will enable your teams to gather data from other departments to amplify their operations. When everyone’s on the same page, it works out for everyone (especially your customers).
Continuously Train & Develop Your Customer Experience Teams
Everyone who’s directly or indirectly involved in the customer experience needs to stay abreast of market changes and demands. This includes your CX directors and managers, as well as your customer service, sales, and marketing teams.
Offering ongoing training is vital to ensure they understand customer expectations of brands. It’s also ideal to educate your staff on how to use the tools you adopt to collect, organize, and analyze customer data.
Do You Have a Skilled Workforce (and CX Strategy)?
If not, then you’re falling behind your competitors — and fast.
Now’s the time to start hiring and training agents to provide great customer experiences. To ensure they’re able to perform their jobs well, you’ll also need to use the right tools.
At Seekify, we can help your business in two ways:
Train your teams using our agent enablement platform and implement it to drive CX.
Together, you’ll have a system in place that includes:
- Omnichannel metrics complete with visualizations and actionable insights
- Goal-setting and management capabilities
- A highly-trained team that can implement your CX strategy and reach your business’s goals
Ready to start meeting your customer’s expectations?
Then reach out to Seekify today to learn how we can help you!