Getting the customer experience right is a delicate balance. It could go either way. It only takes a poorly placed call-to-action button or a humorous tone of voice to leave potential and existing customers feeling uneasy about your brand.
For a product or service to be hailed as the best thing since sliced bread, it takes a great deal of work behind the scenes. To achieve this, you need to learn how to master the power of data. It is important to personalise and optimise how you speak to your customers to prompt them to interact with you or make a purchase.
Who is your audience?
Making an emotional connection with your customers is the key to a successful customer experience, regardless of what you are offering. Only by knowing your audience and what they expect from your brand will you be able to accomplish this.
You can glean this information by speaking directly to your target audience (or your salespeople who deal with your customers directly). Every marketing campaign should be built around comprehensive buyer personas, and the personas should be referred to when creating new campaigns or optimising existing ones. Since your customers' needs and roles change over time, your personas should be living documents that are updated frequently.
Collect, test and repeat
When we observe and monitor behaviours and patterns, we can predict where things are heading, how the demand for products and services will change over time, and what will trigger the change. In the past, trend analysis and prediction were often based on gut instinct. Now, data is making that process much more predictable.
Monitoring metrics like page views, bounce rates and page sessions will allow you to learn a lot about how people use your website. Social media shares, likes and interactions also provide valuable information about what resonates with your audience and what doesn't. You can use monthly website and social performance reports to help guide your customer experience strategy and to make adjustments to reach your marketing goals.
Gather your customers' real opinions
The power of surveys to unearth customer sentiment has been proven time and time again. But they must be conducted correctly. Take the time to think about what information you want to collect and make it easy for people to give their opinions. You can do this in several ways, including sending an email to your existing contact list, creating a pop-up on your website or conducting a Facebook poll.
According to a report by PwC, customers ranked speed and efficiency as the most important customer service aspects for the future, along with ease of payment and knowledgeable employees.
You can use customer feedback to highlight areas of your customer experience strategy that need improvement and devise solutions and messaging that resonate better with your audience.
Our team of specialists at Koola Digital understands how customers behave on online platforms and use this knowledge to help build brands customers love. With our data-driven approach to customer experience, we combine innovative technology and proven methodologies to help you connect better with your customers.
Ready to start making your data work harder for you? Contact us today.
