Electronic customer engagement and support are a company’s key to success in the ever-expanding online shopping mall consumers now browse in.
Why is the customer experience (CX) so important?
Online sales are currently increasing at 10-times the rate of in-store sales. This means your online presence needs to provide a positive shopping experience if you are to maintain your existing customer base. This positive shopping experience must also be conveyed clearly to attract all potential new customers.
Today’s tech-savvy buyers are impatient, they demand answers, they want fast response times and have a far greater ability to control their online shopping experience.
They also have good money to spend!
Understanding customer needs:
Companies are now taking advantage of tremendously powerful electronic business tools and applications that give them accurate and defined statistics across a whole range of parameters. Vital information offered includes:
- Which social media sites are most popular for your particular product set or service
- Demographic information
- What attracts a customer to a product or service
- History of purchases
- Interest in material offered and in what form
- Cross-selling and up-selling opportunities
These and many other statistics will allow a company to anticipate what the customer needs based on pre-defined preferences, with delivery waiting before having to be asked.
Make no mistake, this is far easier said than achieved, but with some important ground rules in place you will have an excellent base for keeping the customer experience and associated satisfaction levels above expectations.
Creating unified customer profiles:
The huge amount of information that a business is privy to day-in, day-out is commonly known as “Big Data”
Effective business tools and applications can allow a business to collect such customer data from every electronic communication platform it operates on. It can also break this down at defined points in the customer lifecycle.
Detailed analysis of such data allows a company to understand what customer habits are.
Gathering and collating information from points such as online shopping activity, mobile application usage, email engagement, response to SMS campaigns, and in-store purchasing where appropriate allows a company to create a unified customer profile for every single buyer.
From this information, they can then target their efforts to the most effective marketing channel for that individual.
Effectively automating predictions:
Artificial Intelligence (AI) is the perfect way to automate predictions. With the huge amount of data received each day even the most skilled analysts would struggle to make any meaningful sense of these volumes.
Artificial Intelligence Marketing (AIM) is the answer to this problem. It handles big data and individual customer interactions to effectively sort this data.
The results are that your marketing team can glean significant, in-depth customer knowledge to ensure they target specific customers with:
- Specific product recommendations
- Customised Incentives
- Personalised Interactions
- Improved customer engagement
The major advantages of these focused efforts are increased conversions with far less time spent manually analysing a customer’s behaviour.
Omnichannel Marketing that adds up:
To achieve omnichannel marketing that engages, a company needs to deliver a consistent message about their brand, product or service across every channel.
By doing so a company can then collate and analyse customer data into a unified profile and base their selling and customer service experience on this strategy.
What this omnichannel marketing strategy will give is the ability for marketing specialists to understand where individuals are being successfully engaged and where they are not.
This transparency will allow them to use specific, individual customer information to provide specific, individual incentives, recommendations on products, send highly personalized messages and improve the customers shopping experience no end.
The outcome should provide:
- Increased conversion rates
- A positive impact on your brand, products or services
- Customer loyalty
- Customer retention
Positive impact = Positive Business:
Remember: It is the customer experience that will go a long way to helping the individual decide where they wish to place their business.
Continually striving to improve the customer experience will be a very positive step towards increasing customer engagement.
The more you personalise this experience and the more you make a customer feel wanted, the more likely you are to have a lasting, fruitful and profitable relationship with them.
Multiply this experience across your existing and potential customer base and this will spell exactly what your business is looking for: SUCCESS!