The digitalization of the customer experience
August 10, 2020
Customer experience has always been at the heart of the business strategy. It is a key differentiator from competitors.
This brings together all the interactions between a brand and the consumer, whether it is the purchase of the product, after-sales service, or even an advertisement.
It is this set of interactions that will give a negative or positive image of the brand to the customer, which is why it is so important in the marketing strategy.
The customer experience has for a long time been only physical via stores, relations with the seller, etc. However, since the arrival of digital, stores have been increasingly neglected by consumers in favor of e-commerce sites and especially by the youngest (67% of millennials prefer to buy online rather than in stores according to Big Commerce).
This is why providing an optimal experience for your online customers is a necessity and no longer just an asset.
But how to optimize it?
The first thing to do is to optimize the customer journey on your website in order to make the act of purchase as intuitive as possible, the customer journey and the customer experience are therefore closely linked.
Indeed, if the customer takes a long time or does not immediately understand how to proceed with the purchase of the product they want, there is a very good chance that they will leave your site and buy this product from your competitors.
It can also be interesting to make the answers to any questions immediately accessible and very easily via a chatbot for example. It is an inexpensive feature to set up and which allows the customer to be able to access the FAQ in a more fun way and without having to seek the answer himself to the question he is asking and potentially the keep on your site longer.
It also creates a sense of empowerment for the client, which is greatly appreciated by them.
Personalization is also very important, everyone likes to feel unique. To be sure to meet their expectations, there is one step that should not be overlooked: knowing your customers precisely thanks to the data collected.
Indeed, without data collection, it will be very difficult to learn more about your customers and their expectations and therefore it will be difficult to answer them.
In order to better understand your customers, several pieces of data will be important to take into account, such as purchasing behavior or engagement, or comments posted on your brand.
Analyzing this data is the next step, you can use CRM software like Hubspot, Salesforce, or Zoho for example. When it comes to comments posted on your brand, a solution like Q ° emotion will allow you to bring all these comments together on a single platform in order to identify actionable insights and provoke the emotion you want your customers to feel.
It is thanks to all of this data that you will be able to identify the expectations around your brand and offer a unique customer experience on your site and thus boost your sales!
On the other hand, if you also have physical stores, it is essential to understand that this digital transformation also concerns them. The customer experience won't be just physical or just digital, it has to be a mix of both. For example, this can take the form of an application that can be used in-store for a benefit or exclusivity for example, so the customer will feel considered and this will strengthen the image of your brand.
We can take the example of Amazon which opened in the United States "Amazon Go" which is a cashless store.
Thanks to numerous cameras and sensors, the previously downloaded application will automatically fill the online customer's basket according to what he has taken from the shelves and it is when he goes through the gates that the payment will be made. automatically, which saves the customer a significant amount of time.
The digital transformation of the customer experience is undoubtedly a big challenge that has started in recent years and will constantly evolve in the near future.
Adopting this digitalization will strengthen your brand image and allow you to boost your sales thanks to the satisfaction brought to your customers, it will help you to decrease your churn rate!