Have you ever had a day when you didn't buy something in a store because you didn't receive good service? Have you ever stopped going to a restaurant you really liked because of the waiter? And this also happens in the virtual world, with so-called digital experiences, for example: Have you ever stopped buying a product from an online store because the website is too slow?
Well, certainly when the customer experience with the brand is not good, the impacts can be very damaging.
And that is why the concern with the customer experience is very valid, especially in the current moment we are experiencing in the business world, the era of experience and consumer focus.
Read and learn everything about the subject!
What is customer experience?
A customer experience, can be defined as the impression that the customer had in relation to your brand or product from any contact, whether through a personal interaction or even through the experience of browsing the company's website, for example.
When a company manages to provide a good experience to a potential customer, they will not only become consumers, but also ambassadors and promoters of the brand.
Furthermore, it is essential to emphasize that customer experience should not be related only to the customer's first impression, which is why the company in question must invest in good after-sales service and continue contact with the consumer even after they make the purchase.
The era of experience and customer focus
Well, my friends, we are living in the era of experience. But do you know what that means exactly? Well, it means that, nowadays, the experience and the relationship that the customer has with a brand are almost as important as the product or service that it offers.
Stop for a minute and think about the number of brands that try to impact you every day. Whether it’s through social media, on television, billboards or even with street flyers. There are countless companies competing for your attention at every moment!
Most of the time, the one that will make the most impression on you is not the one that offers the best or most beautiful product. The one that will catch your attention the most is the one that offers amazing service, a wonderful first contact or an enchanting after-sales service.
Therefore, companies that seek to offer these personalized and differentiated experiences, with a total focus on consumer satisfaction, are the ones that are doing well in the market today.
How can I offer the best possible digital experience to my customer?
Now that you've seen how essential it is to focus on customer experience, check out some tips to help you stand out from your competitors:
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Have a well-defined Content Marketing strategy
As you know, the Content Marketing is an important ally in attracting and generating leads, but it should not have this sole focus. Using the content generated, it is possible to facilitate your consumer's purchasing journey and allow them to have a great experience with your brand.
The idea is to create interesting content that really helps people resolve doubts and needs and disseminate it through different channels, such as blog posts, eBooks and even email marketing. To do this, you need to do some research to find out your person, the content that is relevant to her and the ideal channels for her to receive this content.
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Use a satisfaction survey
Satisfaction surveys are very important not only for companies to know whether customers are satisfied with their product or service, but also for them to know that they are being heard and that their opinion counts.
There are times when the experience with a brand wasn't so great, but nothing so unpleasant that you would have to seek out a customer service channel to make a complaint. In this case, isn't it great when those little stars appear for you to rate the brand, or when you receive an email asking you to tell us about the service?
As mentioned before, people like to feel that their opinion matters. And it does. With feedback, your company can improve its processes, making your customer experience much better.
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Invest in user experience
When using your digital platforms, you need to ensure that your user has the best possible experience.
Your potential customer needs to easily find all the information they need, navigate correctly and without needing help, spending as little time as possible looking for a button or the page they want. All this with a pleasant layout that is aligned with the brand's visual identity.
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Provide support and customer service
It is essential that your customer finds a tab on the website or an email where they can ask questions about what your company offers. You can even provide a forum where other customers can also help with their questions.
More than providing satisfactory service, try to surprise and delight your customer. Only then will they become true brand lovers, that is, someone who will spontaneously positively resonate with your brand.
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Focus on the human factor
Investing in technology is essential to break down barriers, reduce costs, optimize processes and even accelerate innovation, but the main factor is the human factor. Technology alone is not the only answer for companies that want to offer the best digital experience to their consumers and employees. It should be considered a tool that gives people the power to propose new solutions.
Still on the human factor, there is no point in offering the tools for innovation without a management structure that allows new ideas to emerge from different points of the organization and be actually heard and considered.
Now that you know more about digital experiences, you can answer: do you use any of the strategies mentioned above in your company's processes? If your answer is no, start right now!
Don't waste time and increase your results right now!