Why is customer experience important?Nowadays, almost every company is working towards turning their products into compelling customer experiences. In order to do this, you need to learn how to decipher the digital footprints your customers leave behind, the same way employees are trained to ask the right questions and to read body language. Why? Because the manner customers interact with brands has been greatly influenced by the evolution of the online environment. Therefore, in order to provide a flawless and intuitive experience, each interaction a customer has with your brand must be anticipated. A customer experience is how a customer perceives the whole process at both conscious and subconscious levels and it’s a mixture of rational performance, consumer attraction, awareness, evoked emotions, discovery, purchase and use of a specific service. By improving said process, you’ll be able to add more value, reduce cost and even build competitive advantage to your organization.
Improving Customer ExperienceDigital marketing is a powerful tool in CRO. As previously stated here, 67% of customer journey is now digital, which means that digital marketing is the key to transforming a product into worthwhile customer experience. Mobile is becoming your customer’s first interaction with your brand and it is rapidly turning into their preferred medium for communication and consumption. According to this, 73% of mobile searches trigger some kind of action, so trying to create a seamless customer experience without a mobile-optimization mindset may be a counterproductive approach. Paradoxically, even if presently we’re more social and connected than we’ve ever been before, it is also becoming harder and harder to connect with customers at an emotional level. The key is in developing a powerful digital strategy and effortlessly integrating online channels with existing channels, so that there is no distinction between in-shop or online experience. First, you should ask yourself these three questions:
- Who are your customers?
- What is driving your customers?
- How can you stand out from your competitors by responding to your customers’ needs?