Understanding customer experience
Customer Experience is the quality of communication between brands and their customers. The better the customer experience is the more conversions. By the end of this article, you’ll understand the following:
- What is customer experience optimization?
- Why is customer experience optimization Important?
- How to optimize customer experience?
What is customer experience optimization?
Customer experience optimization is to achieve the common momentum between the brand’s goals as well as the user’s expectations.
Customer experience optimization is the process of interacting and making your customer’s online journey better. But, all this is done in accord with the brand’s principles and guidelines.
Improving customer experience also sets you apart in the industry as leaders of a customer-centric brand.
Why is customer experience optimization Important?
In a report established by Econsultancy/Adobe, one of the most exciting opportunities in 2019 for B2B and B2C marketers is optimizing their customer experience.
There are many benefits of experience optimization, some of which includes:
Experience optimization helps you gain more knowledge of your audience and future prospects.
Experience optimization requires a better understanding of users. To understand users, you use real-time analytics, gather insights unique to your products, and other relevant statistics. All this put together results in improved decisions.
Faster strategy execution
Based on real-time testing and live results to optimize customer experience, you can take quick decisions and bring your marketing strategies to execution, quickly.
Ease of use
Better customer experience optimizations lead to better product designs and functionalities. This gives you a competitive advantage over others in the same niche.
How to optimize customer experience?
There are various ways in which you can optimize your customer experience. Here are the best strategies to do so.
1. Improve site performance
Just as any business needs to consider user data protection seriously, one more major factor they focus on is- website performance. In the same study, almost 96% expressed that they consistently check their site performance to optimize the customer experience.
It is expected that businesses have an online presence through a website. What’s more significant is keeping the website running smoothly to guarantee a good user experience.
To do this effectively, regular optimization tests are required.
Some of the factors you can consider for better site performance are:
- Is your website’s load time less than 3 seconds?
- Is your website compatible with various screen sizes?
- Removing the broken links from the site.
If you begin with the above factors, you are going in the direction of customer experience optimization.
2. Create a seamless experience online and offline
Enhancing customer experience goes further than focusing on online. It’s more to do with creating a seamless experience across all the stages of your customer journey; be it online or offline.
If you provide an offline experience to your customer, it’s important that your staff is trained with standard procedures for phone conversations with your clients.
For an online business, focus on building consistent experience through various touchpoints like push notifications, emails, websites, etc.
While delivering your services, make sure that the website’s contact forms, live chat, email responses follow the same brand guidelines.
3. Personalize the user experience
To run a business, there is always some user data that exchanges with brands for customer experience optimization.
You can use user data to create individual experiences. Send future recommendations about other services and products. Or, create targeted email campaigns to retain your loyal audience.
One thing that must be considered is user data protection. Though user data can be used to make communication more contextual and personalized, using it for promotional intent could reverse the whole marketing efforts!
4. Leverage customer data from all your online platforms
Econsultancy did a study on channels for customer experience optimization using user data. The report showed, apart from website and email optimization for customer experience, many other channels were overlooked.
Optimize your display advertisement, search, social media, etc.
Image source: Econsultancy
It’s important to focus on data gathered from across all the platforms. You’ll have a good understanding of your customers. And, you can use this data to build a personalized customer experience strategy.
5. Serve your mobile audience
Did you know 67.01% of the world’s population uses smartphones?
Mobile consumption is increasing ever since, and it’s important to leverage your audience on this channel.
Some of the main points you can focus on customer experience optimization for mobile users are:
- Optimizing your website for mobile.
- Focus on mobile advertising.
- Create mobile app marketing strategies.
Focusing on your mobile audience can prove to be beneficial. After all, your customers are spending most of their time on it.
6. Create a Single Customer Profile from data
Single customer profile data plays a crucial role in customer experience optimization. It contains all the details of your customers.
To create the right customer profile, collect user data from all of the channels where you are present. And, also consider factors like social factors, geolocation, customer videos, etc.
And, the major benefit of using a single customer data profile is it provides data for additional insights.
7. Pick up the right communication Channels.
To communicate with your users, there are many options for businesses available today like push notifications, emails, SMS, hello bars, WhatsApp, Facebook, etc.
Using and optimizing the right messaging platforms according to the target persona is very important. For example:
For emails, target professionals and other businesses.
For push notifications, target your current active users to boost re-engagement and conversions. Check out this free tool to send push notifications.
For two-way communication use messenger groups like WhatsApp, Facebook, Messenger, Telegram, etc.
8. Focus on visitor privacy and security
A new report studied the different ways that organizations screen and advance their customer experience. From the study, almost 50% of all respondents appraised user data protection as one of their first concerns while streamlining the customer experience. In addition to that, 47% of respondents expressed that their organization emphasizes customer experience to provide total user protection.
It is fundamental that organizations keep their client’s information safe. Furthermore, this is more important now than ever when you consider the innumerable organizations that have, as of late, experienced hacking outrages. Individuals should have the option to confide in a brand – they need the consolation that their information will be utilized ethically and put away safely.
So how precisely would you be able to guarantee protection to users’ data and privacy?
Indeed, it has to be achieved by constructing a powerful and secure organizational framework for safekeeping user information.
Continuously work on updating your user personalization
Once your strategies are up and running, it’s important to have a check on them through different methods.
For example, to optimize your marketing campaigns, run A/B tests at regular intervals on different sets of your audience. And, see if it’s taking your users in the right direction.
Continuously updating your customer experience optimization processes will make sure all the processes are streamlined to get the best results.
Customer experience optimization is a continuously evolving process. The main aim of brands here is to provide the best experience to its customer across all touchpoints. Focus on the above-mentioned strategies and tell us how your customer experience optimization works?