Knowing what is considered a good customer experience does not assure that one knows how to provide it.
Anyone who has put in any effort to study customer experience, has probably come across the typical definition of experience as the sum of all interactions a customer has with a brand across all channels and at various touch points.
We are all familiar with this textbook definition of what is Customer Experience.
We have also learned that the experience is defined by the customers through their memories of the service process.
Creating a good customer experience means understanding and nurturing each and every touch point, which means that the quality of the experience depends on many variables.
So what touch points are important to your customers, and how can you make sure they provide everything your customers want?
1. A Seamless Multichannel Experience
Do you remember the days when the only way to shop was by physically going to a brick and mortar store? I won’t blame if you don’t, as those days seem like ancient history for me as well.
We, and our customers for that matter, have quickly gotten used to the notion of having unlimited shopping channels to shop from. So by now, many retail companies have understood the need for multiple shopping channels but have yet to accomplish two important things:
- Multi-channel customer service: If you provide customers with a certain shopping channel, then take into account that customers will expect to receive assistance and service through that channel. So do not offer a channel unless you are able to provide customer support and service in that channel.
- Seamless Multichannel experience: Customers want to be able to shop whenever and however they like. They want to be able to start their journey online and finish it on their app, and not feel one bit of a difference between the two. Unfortunately, many online retailers have yet to comprehend this notion and fail to provide with a seamless multichannel customer experience.
As a retailer, you need to be able to track customers whenever they change channels in the smoothest way possible.
2. Customers want you to Show Social Support
You need to be where your customers are, and right now they are probably browsing through one of their social media accounts. There are many tools that can help you monitor and manage all of your social media accounts and to make sure that you don’t miss anything.
However, it’s important to remember that your social accounts are just the opening act for the service your customers expect to receive.
Get yourself familiarized with new social support technologies that immediately and seamlessly connect your social accounts with live help.
3. Immediate Reach at Minimum Effort
It’s no secret that customers hate waiting for help. They don’t like listening to the annoying ‘waiting music’ on the phone, they don’t like waiting for a response email and they really don’t like waiting more a minute for a live chat rep to replay their message.
When you present the live chat icon or the call back option, customers trust you to answer them quickly. So make sure not to disappoint them and take on just as much as you can.
In the case of immediate reach, remember that quality trumps quantity.
4. Not to have to Contact You
Maintaining a high standard customer service is crucial for any business, but at the end of the day, most customers just want to complete their transaction with no difficulties. Which means they don’t want to have to contact you for help.
Customers want to find answers on their own, which for you means saving time and resources. It also means that you have a golden opportunity to empower your customers and encourage them to get familiarized with your brand.
There are many ways to create a solid relationship with your customers, even if they don’t initiate the first step. For example, you can try proactive live chat.
The fact that your customers don’t want to contact you does not by any circumstances means that they don’t w ant to be your customer. They do, just at their own pace and terms.
5. Efficiency and Knowledge
Not too far from my house there is a small fabric shop. The owner of the shop is approximately 75 years old and for more than 50 years he has owned that little shop.
The store doesn’t have a huge selection and isn’t the cheapest, but still remains my favorite because when I go there I know I’ll get exactly what I want in the least amount of time. I won’t need to waste time on explaining what I need as the owner will know immediately what to bring me and will then tell me how to use it.
And I am no different than any other customer, online or not.
However, when your store is online you have the option of expanding your reach and knowledge. You can use content, images and even video to show your knowledge of your field and show that you are able to be a real thought leader.
Improve your efficiency by upgrading your self- service portal and by making sure your customers will wait the least amount of time to get what they need.
But MOST importantly, make sure that your customer service associates are qualified and are familiar with every aspect of the product/ service. You can have a look at Proonto’s shop assistants marketplace to see how experienced salespeople look like and how they operate.
Remember that assisting customers via live support is different from assisting in a brick and mortar store and therefore demands different qualities and qualifications.
Customer Experience Spoiler Alert!
The variables of customer experience will continue to change as time passes and new players will come in to the field.
But there are certain basics that will not change. Since the dawn of retail customers have wanted timely and efficient service.
The great thing is that unlike retailers 10 years ago, today online retailer have so many advanced and cost efficient tools that help provide a memorable customer experience. You don’t even have to look far for these tools- you can just have a look at our latest Guidebook “32 Inexpensive Tools to Grow your ecommerce Business”.
Delivering customers with that kind of experience is not reserved just for high end stores anymore, but is certainly opened up for grabs.