2020, with it’s onset of Covid, accelerated the adoption of ecommerce within a matter of months. Customer attitudes and behaviors evolved at an equally rapid pace.
Businesses reacted to the changing environment quickly although their customer experience strategy was often left behind.
The cold hard truth is that business needs to adapt to the ever-changing expectations of their customers. To not do so would mean an end to the business.
The goal is to deliver a customer experience that is of a high caliber yet is also empathetic.
1. Empathy Is At The Forefront
Customers show more care for brands that display care toward them. Empathy is a building block of trust. Your customer experience strategy will be far more compelling if you embrace empathy.
View the world from your customer’s point of view. What are they going through? What might some of their challenges be on a daily basis? Can you identify what they are feeling?
A recent study has shown that 59% of customers believe that businesses have lost the human touch.
This is due to too much technology.
Placing an emphasis on empathy can infuse a more human element into your business’ strategy toward technology. It has the beneficial byproduct of enhancing your customer experience strategy.
2. Make Use Of Stakeholder Mapping
Stakeholder mapping allows you to identify the groups that are critical to your customer experience strategy. The entire company impacts your customer’s experience.
Identify the departments that have an interaction with your customers. That might be marketing, sales and billing.
Then, consider the interests that the stakeholders have.
Your staff dictate the customer service that your customers receive.
3. Reach Your Target Audience
Identifying your target audience is a crucial first step.
Communication is an integral part of a customer experience strategy. Empathy cultivates engagement. Chances are, your target audience is going to be genuine with their feedback.
To figure out customer needs, you need to isolate the channels that they utilize the most. Once you know this, you can modify your approach to suit them.
Coming to understand these channels can also provide insights about why they buy the products you offer.
Accurate information about your customer can aid your outreach and influence functional aspects. The customer experience should be the foundation for decisions in all functional areas.
4. Easy to Use Customer Service and Purchase Channels
In a global environment of stress and overwhelm, ensure it’s easy for your customers to deal with you. Your customer service should be optimized as an integral element of your customer experience strategy.
Stay one step ahead of your competitors by offering end to end customer service support. By placing emphasis on online support, you are showing your customers that you care about their experience.
Do you make use of a chat bot? If not, you should consider implementing one to provide 24/7 support to customers when they need it.
Consider, also, the purchasing channels of your customers. Make it easy, rather than difficult, for customers to give you their money.
People have so many things competing for their attention. Make sure that your prices are current and that your website has accurate information about packaging.
Convenience counts for a lot in terms of enhancing the customer experience.
5. Digital Personalization
Gather information through the relationship with your customer. It allows you to provide more insightful support from a future perspective. You can provide helpful and relevant recommendations to your customer.
Personalization is a big coup for your business. It shows a dedication to providing a more enhanced style of support to your customers.
Use all channels to collate data about your customer. A shared inbox could benefit your customer service department. This would be useful in recovering previous requests from a certain user. The information provides for contextual communication and outreach.
6. Focus On Simplicity & Ease Of Use
Most of us have used a website that was diabolical to navigate on a mobile phone.
The use of devices continues to expand and responsive optimization should be a significant priority for your business.
Ensure your target audience has a seamless and simple experience using your site. Navigation should be simple for any types of browser.
Your site should be convenient to use. A user shouldn’t have to use a desktop because of slow loading speeds or design faux pas. Common purchasing questions should have easy-to-find answers and product information should be easy to find.
7. Use Automation and AI
Covid has completely changed the way that global business works. Demand for digital presence and online customer services has skyrocketed.
Businesses need to retain the personal touch that they would typically offer customers but to carry this off on the web requires a certain investment in automation. Doing so can keep the quality of your customer service high.
AI and automation addons serve to enhance the customer experience and offer convenience for your customer service personnel.
Online assistants have the effect of automating experiences and they also optimize the path to purchase.
Leverage AI through an omnichannel approach for a seamless and integrated experience – even if using various platforms including desktop to mobile or social media to live customer support.
The accelerated uptake of digital ecommerce adoption can often be dizzying for business.
Though, an empathy-led approach is sure to enhance your customer strategy in 2021. Investing in technology that aims to replicate the digital human touch will be of tremendous benefit to businesses in the current climate.