How to use your digital presence to transform customer service
Lindsay Boyajian Hagan, Vice President of Marketing, Conductor.
Especially in times of a weak economy, customer experience (CX) is an essential part of the success of your business. Wash away all the flash of new product additions, strip away the bells and whistles of special offers, and what’s left is the core of your business: the customer experience, ie. H. what – and how – you offer your customers added value.
A key driver of customer engagement and loyalty, customer experience defines how customers interact with your product or service. How do they think of your brand? Are they getting real value? Are they likely to come back to buy again? Would they recommend you to someone else? Thinking about these questions can help you gauge how strong your CX is and where there might be gaps or areas for improvement.
The best place to start for improving your CX is to focus on your existing customers. Not only do they have a wealth of data detailing their past interactions with your brand to support your decisions, but it’s widely believed that acquiring a new customer costs five times more than retaining an existing one. Additionally, making sure your existing customers are happy can have long-term benefits: happy customers are not only repeat customers, they can also refer new business via word of mouth, testimonials, or social media.
So you’re focused on the customer experience with your existing customer base and you’ve started asking the right questions – now what? Let’s break down the fundamental ways you can improve your customer experience—and in turn, increase long-term returns for your business.
Lay the groundwork by investing in your top asset: your website.
With an estimated 2.14 billion people shopping online in 2021, it’s safe to say we’re in a digital-first economy. In fact, projections show that we’re on track to grow to $7.5 trillion in global e-commerce sales in less than two years. Since it’s highly likely that your customers’ primary interaction with your brand will be online, your website – one of your brand’s strongest, if not your strongest, assets – is probably the single most important driver of your business.
With growing customer expectations for a seamless online experience, investing in your website to ensure you have a fast and responsive experience is a must. Why? A slow-loading website creates a subpar customer experience, potentially resulting in less engagement, higher bounce rates, and lower conversion rates. It can also have a huge impact on your search engine optimization (SEO) rankings and therefore your organic traffic. My company found that organic search generates an average of 44% of all website traffic for key industries, so any impact on organic traffic can have a big impact on sales.
See if your site is up to date (get it?) by using a technical SEO tool like Screaming Frog or ContentKing (disclosure: my company acquired ContentKing in 2022) that can help you increase page speed evaluate, see if you have broken links, assess if anything on your site is broken, and understand if there’s anything else that might affect the baseline of your customer experience. If you have great content and resources on your website but your customers can’t access it properly, you’re wasting a lot of valuable time and money.
Create helpful content—and make it easy to find.
Now that you have a technically sound website, it’s time to focus on your content and architecture. Helpful content is an incredible retention tool to support your existing customers and drive repeat business. Because the vast majority of online interactions begin with a search engine — often with people asking a question — positioning yourself as a source of valuable content that meets customer needs can strengthen your relationship with existing customers. By building this trust, you can establish yourself as a trusted ally in their quest for knowledge and become an asset they can rely on time and time again.
As you develop helpful content, ask yourself: What questions are customers asking? How can I best meet their needs? Are there any perennial favorites or seasonal themes that our brand can address? Analyzing SEO data and search volumes on specific topics on popular search engines like Google is a great way to see what people are searching for and where you can apply your expertise to best serve your customers.
Not only do you want to create authentic content to establish yourself as a resource customers keep coming back to to solve their problems, but you also want to organize your content in an intuitive and easy-to-use structure. Consider the mindset of your customers when setting up your navigation and organizing your content. Beyond navigation, be sure to evaluate how you tag your content with key SEO metadata, including page tags, title tags, and meta descriptions, to strengthen your digital presence and how you appear in search engines.
Consider investing in local SEO.
Depending on your industry, you should consider investing in local SEO to identify geo-specific interests, questions, and searches in your customer base. By focusing on a narrower subset, you can learn more about your customers and improve your search engine results page (SERP) rankings, amplify your digital presence, and greatly increase your chances of conversion. Additionally, investing in local SEO gives you the opportunity to examine local competition and see where there are opportunities to gain more market share in your industry.
What It All Boils Down To
In today’s world, your digital presence is one of your most important assets. It’s your channel to connect with your customers, build invaluable trust, and ultimately create a symbiotic relationship that leads to long-term results for your business. By investing in the customer experience and prioritizing the creation of helpful content, developing an intuitive information architecture, understanding local SEO insights and making sure your technical SEO doesn’t miss a beat, you can transform the customer experience to serve your business and your customers for years to come come use.
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What are the 3 levels of customer experience?
What types of customer experiences are there? There are two types of customer experiences – direct and indirect contact:
- Direct customer experience refers to any interaction initiated by the customer. …
- Indirect customer experience refers to the passive encounters with your company.
What are the stages of customer experience?
The customer experience lifecycle is a series of steps a customer takes throughout the buying process – discovery, evaluation, conversion and, if all goes well, to a long-term relationship.
What are the 4 stages of customer life cycle?
Stage of the customer life cycle: acquisition, conversion, retention, loyalty.
What are the 3 levels of customer experience?
The phrase “customer experience” is critical to defining a pain point. Elsewhere, we have defined the customer experience as encompassing three layers: the interaction layer, the journey layer, and the relationship layer.
What are the 3 key dimension of customer experience?
A customer experience (CX) strategy includes three dimensions, which are three dimensions in which services can differ: goals, breadth and depth, and should not be confused with a CX plan, which is the implementation of the strategy.
What are the 3 dimensions of customer service?
Effectiveness: Customers benefit from you because they are able to get the job done they came to do. Ease of use: Customers want a simple experience—not overly complicated, confusing, or cluttered with too many steps. Emotion: Customers go home with the expected positive feeling.
What are the 3 C’s of customer service?
The three Cs of customer satisfaction: consistency, consistency, consistency. It may not seem sexy, but consistency is the secret ingredient to making customers happy. However, getting it right is difficult and requires the attention of top management.
What are the 3 steps to have an effective customer service?
Principles of Good Customer Service. Listening, understanding your customers’ needs, thanking the customer, and fostering a positive, helpful, and friendly environment will ensure they make a great impression. A satisfied customer often comes back and is likely to spend more.
What are the 3 most important things in customer service?
Essentially, the 3 key qualities of customer service revolve around 3 “Ps”: professionalism, patience, and a people-first attitude. Although customer service varies from customer to customer, as long as you follow these guidelines, you’re on the right track.
What does digital transformation mean to customers and employees?
Digital transformation is the process by which companies embed technology throughout their business to drive fundamental change. The advantages? Increased efficiency, greater business agility and ultimately unlocking new value for employees, customers and shareholders.
What does the digital transformation mean for your employees? A digital transformation refers to the adoption of digital processes and tools to achieve strategic business goals. It is a complex, multi-faceted process that represents a massive cultural shift in the workplace and changes affecting every part of an organization.
How does digital transformation add value to customers?
Data-Driven Customer Insights By better understanding your customers and their needs, you can develop a business strategy that is even more customer-centric. Using both structured data (personal customer information) and unstructured data, such as B. Social media metrics, these insights can help drive business growth.
How does digital transformation affect customers?
Innovation and improving the customer experience are important elements that pave the way for a company’s growth and success. According to Mckinsey, digitally transforming the customer experience can increase a company’s revenue by 20% to 50%.
How the digital transformation is enhancing the customer experience?
Digital transformation is much more than opening an e-commerce platform. It’s about revolutionizing customers’ physical or brick-and-mortar shopping experience by creating a seamless omnichannel experience that synchronizes the digital and in-store retail experiences.
What does digital transformation mean to your customers?
Digital transformation is the process of using digital technologies to create new – or modify existing – business processes, culture and customer experiences to meet changing business and market needs. This realignment of business in the digital age is digital transformation.
How does digital transformation affect customers?
Innovation and improving the customer experience are important elements that pave the way for a company’s growth and success. According to Mckinsey, digitally transforming the customer experience can increase a company’s revenue by 20% to 50%.
What does digital transformation mean to your customers?
Digital transformation is the process of using digital technologies to create new – or modify existing – business processes, culture and customer experiences to meet changing business and market needs. This realignment of business in the digital age is digital transformation.
What is a digital experience customer experience?
The term digital customer experience refers to the sum of all online interactions a customer has with your brand. It can start with your company website but also include mobile apps, chatbots, social media and any other channel where the touchpoint is virtual.
What makes a great digital customer experience? A “great” digital customer experience means providing consumers with a fast, responsive, and frictionless experience as they move between channels on their journey to the customer. Brands with great DCX deliver a cohesive and consistent online experience that delights their customers.
What is an example of a digital experience?
What is an example of a digital experience? A digital experience is an online interaction that a customer or prospect has with your brand. This can include anything from visiting your website to interacting with you on social media, reading an email from you, or using one of your mobile apps.
What are the elements of digital experience?
The essential elements of digital experience design include user interface (UI), user experience design (UXD) and customer experience (CX).
What are digital experiences?
Digital experience refers to an interaction between a user and an organization enabled by digital technologies.
What is another term for digital experience?
A synonym for digital experiences could be “online customer interaction”. “Digital platform” is a vague term that can mean many things, but in the context of digital marketing, it usually refers to software or an online service that allows marketers to create digital content.
What is the difference between customer experience and digital experience?
A great customer experience means meeting or exceeding your customers’ expectations in all interactions with your company. The digital experience, on the other hand, includes how customers perceive their interactions with you across purely digital channels (such as websites, apps, and email).
What is CX vs DX?
We talk a lot about CX (customer experience) and DX (digital transformation) in e-commerce, especially as the pandemic has prompted retailers to focus more on digital channels and customers have had some bumpy experiences during the abrupt shift.
What does digital experience mean?
A digital experience (DX) is a user’s interaction with a digital touchpoint—whether it’s buying an item online, receiving updates from a mobile app, or using a business platform.
What does a digital experience CX do?
Digital customer experience refers to the overall perception of your brand in the eyes of your customers – based on the aggregated interactions they have with your brand across digital platforms. Examples of these platforms are social media channels, live chat and email, your website, mobile apps, and more.
What are CX roles and responsibilities?
The role of a Customer Experience (CX) Specialist is to ensure the marketer takes a buyer-centric approach, delivering a smooth, unfragmented, and consistent customer experience across all touchpoints and stages of the buyer journey.
What does digital experience do?
Digital experience platforms help distribute content across websites, email, mobile apps, social platforms, e-commerce sites, IoT devices, digital signage, POS systems, and more.
What is digital CX technology?
Digital Customer Experience or Digital CX refers to the overall online interactions a customer has with your brand. Most interactions take place on your website or app. But channels like social media, email, and live chat also play a role in how customers engage with your brand online.
How does digital transformation affect customers?
Innovation and improving the customer experience are important elements that pave the way for a company’s growth and success. According to Mckinsey, digitally transforming the customer experience can increase a company’s revenue by 20% to 50%.
What does digital transformation mean for your customers? Digital transformation is the process of using digital technologies to create new – or modify existing – business processes, culture and customer experiences to meet changing business and market needs. This realignment of business in the digital age is digital transformation.
How does digital transformation add value to customers?
Data-Driven Customer Insights By better understanding your customers and their needs, you can develop a business strategy that is even more customer-centric. Using both structured data (personal customer information) and unstructured data, such as B. Social media metrics, these insights can help drive business growth.
How the digital transformation is enhancing the customer experience?
Digital transformation is much more than opening an e-commerce platform. It’s about revolutionizing customers’ physical or brick-and-mortar shopping experience by creating a seamless omnichannel experience that synchronizes the digital and in-store retail experiences.
