Before the advent of modern technology, customers only consider price and quality before deciding to buy. However, in today’s world, they have put one more thing to consider before buying; the customer experience (CX).
A Walker study has found that by the end of this year, CX will be the top key brand differentiator. Plus, many customer experience leaders are aware that CX plays in current and future conversions.
A great customer experience comes with a great price, and that will put them on a hence when making a purchase. However, compared to a poor customer experience, it’ll chase them away. So, great CX can turn into a higher conversion rate for the business.
It’s great that you now get the hang of the concept. Here’s the question for you; how do you give a great customer experience that will increase conversions?
Create A Map Of A Customer’s Journey
You can look at a customer’s journey like this – awareness, consideration, and decision. You have to remember that the moments of delight doesn’t happen immediately. With the new economic situations, you want to feel empathy for them who might be working from home or going through changes to their business models.
The customers interact with you at every stage of their journey. They receive a content of various formats, different messaging and will understand the business, the benefits that they will get, and the decision to proceed or not.
So, you need to forecast the various junctures at which customers will stop, look for information, and how they will proceed. You will be able to understand at which point that they bounce from your site and how to reduce that.
Free Trials Before Purchase
SaaS companies usually offer customers a trial before making a purchase. This method makes it easy for customers to make a decision. Indeed, 75 percent of SaaS companies offer a free trial. And the conversions from it are also acceptable as customers can make well-informed decisions.
How long should a trial be? Well, it should be long enough for customers to make a decision but short enough to create a sense of urgency. So, you can set the trial to be a 7-day, 14-day, or 30-day. They are all depending on the nature of the product and its complexity
The Era Of Self-service
One thing you have to always remember is that customers don’t have a lot of time. They want things to be done instantly, including customer service. When they are looking for answers for their query they will turn to self-services such as chatbots on the website, FAQs, or a telephone IVR that gives real-time information.
Those are the tools and resources that you can offer to the customers. They can find answers or methods to the questions or issues that they are having. According to Zendesk, 67 percent of customers prefer self-service and 75 percent find it to be convenient to resolve issues.
Personalization
Predictive personalization has enabled Amazon and Netflix to deliver detailedly personalized customer experience. You can use artificial intelligence for the Recommendation Engine to understand customer preferences.
This strategy makes customers feel you are serving them personally and in turn, will increase conversions.
Reward
According to research by Daymon Worldwide, more than 29 percent of millennial customers buy from the same brand. Hence, disapproving that they don’t have brand loyalty. Nevertheless, loyalty is earned. So price and quality are still part of the equation. As part of the customer experience expectations, they expect you to value and reward their loyalty.
In reality, customer experience will become a differentiator for consumers not far from now. But, how can a great customer experience be delivered in a simulated world where sales reps do not face consumers and clients do not physically check out products?
There are several ways to do it. We have already been shown the way by multinational brands like Apple, Zappos, Amazon, Netflix, etc. Although you can’t emulate what the big brands are doing, there are a couple of tactics that small players can mimic.
There are creating a map of the customer’s journey, offering the right trial periods, using self-service, and personalization.
