Marketers and businesses are able to reach their audience from nearly anywhere in the world, including that customer’s own pocket. Customers are consuming information at a faster pace than ever before and with the influx of marketing media in streams from various businesses, it can be difficult for your business to stand out from all the others. A more personal and dynamic experience can help your business become more successful as your build customer retention and loyalty. If you’re looking to make the customer experience your business offers more successful, consider taking these three steps forward.
Data Utilization
Big Data is a big term that’s being thrown around a lot recently. Even small businesses and medium-sized enterprises have the ability to use customer information to create a “Big Data” database that can be utilized for more optimized and targeted customer experiences. A Kentico infographic, “Customer Experience in the Digital Age,” the result of a survey conducted in February 2013, found that 69% of respondents said they were willing to give up personal data in exchange for more customized service. This is where your business needs to make the most of cookies, CRM or sales software and Google Analytics.
Source Optimization
Your website visitors are coming from multiple sources: direct, social media, emails, and more. Avoiding a disconnect between the source, the landing page and the overall experience should be of the utmost importance. Optimizing each customer’s experience based on how they connected to your site can reduce your risk of customers bouncing quickly or abandoning their shopping carts. Again, use the data your business has to improve the customer experience. Marketing departments need to understand and leverage the massive amounts of customer data being collected to create a unique behavior pattern that provides as many customers as possible with personal, relevant experiences.
Engaged Employees
The people behind a brand are those that make it a business. At the end of the day, your employees are what determine whether or not your business will be successful. For example. without a great sales team, you can’t close deals. The more engaged your employees are, the better the experience they can provide customers. Your employees need to buy-in to what your business is doing and align with the objectives and goals you’ve set as a group. Customer experience was described accurately in TheService?Profit Chain, which was published in the Harvard Business Review in 1994:
“Profit and growth are stimulated primarily by customer loyalty. Loyalty is a direct result of customer satisfaction. Satisfaction is largely influenced by the value of services provided to customers. Value is created by satisfied, loyal, and productive employees.”
To improve the experience your business offers to customers, personalize the experience and make sure your employees are engaged. Use the data your business has at its fingertips to optimize each experience for each customer. Take into account the source they came from when landing on your site, past purchase history, their lifestyle and make the most of the information they provide to your business through cookies, opt-in email campaigns, and personal preferences in a registered users account. A more personal, user-friendly and dynamic experience will help your business become more successful.
