Map the Touchpoints
For most companies, customer experience immediately reminds of touchpoints—the individual transactions through which a potential customer or customer interacts with your brand. These transactions could be before, during, or after they purchase something from you (survey monkey).
Take a moment to imagine the number of points at which a customer will touch your brand: a search engine (Google if you please), Social Media interaction, news stories, online blogs and articles, conversations with family and friends. Given the nature of today’s multi-touchpoint, multichannel, always-connected, hypercompetitive consumer markets, it is imperative to have a customer experience map that is well synced with the market trends and customer expectations – every single time.
Add to it the explosion of customer interaction points across a variety of new channels, applications and devices, consistency of customer service and experience across channels is near impossible. However, you can still achieve a great CX if you are managing the customer journey and not just the touchpoints. Outsourcing customer experience is a smart option, especially when you need to focus more on your core strengths.
Credit: Value of CX in digital age
Offer Seamless Multichannel CX
Speaking of multichannel, building a positive customer journey across all the channels available is imperative for businesses, especially if they want the customers to perceive their brand well. Mobile phone has become a ‘second screen’ for consumers with an average adult spending over 87 hours per month browsing on their mobile phones. Over 90% of customers support their buying journey with their smartphone – be it for research purpose, reviews or price comparisons.
However, don’t assume that mobile marketing alone is enough. The age old desktop shouldn’t be left behind because a vast majority of American consumers are not ‘desktop only’ or ‘mobile only’ but heavily multi-platform – all the more reason for you to make your information seamless from your desktop to your mobile app to your mobile site. Remember customers can get frustrated very easily if they are faced with inconsistent information or need to start from square one when transitioning from one device to other.
Get closer to the true reality of the customer
To build a comprehensive customer experience map that is a true representative of customer’s real-world experiences, market researcher need to deploy the right tools to reach the right audience at the right time, at the right place. Given the expansiveness of the CX in today’s hyper digital age, companies need to consider the right mix of tools and approaches to get closest to the true reality of their customers.
Here are six steps to optimize your digital customer experience:
As Forrester said, “it starts and ends with the perception you create of your brand within each and every consumer interaction.” Keep track of every interaction across all channels to identify trends and then personalize the customer experience accordingly. Use analytics for accurately identifying the unique voice of the customer, and for creating pre-emptive content that answers commonly asked questions and even troubleshoot errors before they escalate. Aim to create a truly personalized customer experience that delights your customers and inspires true brand loyalty.
It is a fact that digital channels are the key to customer interaction and customer experience subsequently. Unfortunately though, many companies are still lagging in their ability to use them. Digital channels such as online, mobile or social play a very crucial role in customer interaction today. Use the multiple channels, content forms, customer journey and analytics to serve a truly ‘wow’ customer experience.
Delegation of customer service to experts at Habiliss will free your time and let you focus on business critical operations. Ping us on live chat now to know how we can help you provide the best customer experience.