Improving Customer Experience: Mobile, Online Self-Service, Content Targeting

Did you know that 88% of buyers are willing to pay more for a better customer experience? In fact, it is predicted that by 2020, customer experience will overtake price and product as the key differentiator (Walker). Take a moment to think, how does your customer experience (CX) stack up to your biggest competitors?

What is customer experience (CX)?

CX is the product and perception of an interaction between a customer and an organization. These perceptions affect how customers interact with a company, from their buying behaviours to what they say about you. A good CX can lead to higher customer loyalty. In other words, if their experience with you is positive, they’re more likely to continue doing business with you and recommend you to others.

In order to give your customers a positive experience, you’ll have to put in the work. You should know who they are, what they like, and how they interact with you, and use that knowledge to create and deliver personalized experiences that will enhance their experience. Gaining this in-depth knowledge isn’t something that happens overnight – it takes both time and effort. You’ll need to collect and sort through a lot of customer data and gain valuable insights from it. But, at the end of the day, a good CX will lead to an increase in sales and customer loyalty.

 

So, what are some areas that you should focus on to improve your CX?

Self-service help is a must

Have you ever called a company and were immediately put on hold for 15 minutes to upwards 2 hours just to get your questions answered? Gone are the days where people are willing to wait on hold to have their questions answered. The data below demonstrates that 56% of customers either leave or go to a competitor because of website issues, this includes not having a self-service option on your website.

Self-service is a way for customers to find answers to their questions using an assortment of options. This is important considering that 50% of customers think that it’s important to solve product or service issues themselves (zendesk), and 70% expect a company’s website to include a self-service application.

Different forms of self-service include:

• E-Support: This is a web-based version of customer service. The customer can access information and perform routine tasks over the internet by searching a knowledge-base or reading a company FAQ.
• Apps: A software program on mobile devices that is used for carrying out specific tasks. This could be like your mobile bank application to transfer funds or check your balance.
• Interactive voice response: The customer can interact with an automated telephone system to perform specific tasks
• Chatbots: This is a program that serves as an online customer service representative for a company. They have the ability to combine artificial intelligence (AI) with a graphical representation.

Is mobile in the picture?

When it comes to providing experience across different channels, ensuring that you have a good mobile customer experience should be at the top of your list. A bad mobile experience can do serious damage to your brand and could result in loss of business as 52% of customers are less likely to engage with a company because of poor mobile experience (Think with Google). If you want to improve your customer loyalty, retention, and overall CX, ensuring that you have a good mobile experience should be a focus for your organization.

Having a good mobile experience goes far beyond just being responsive. Companies have been a bit slow to adapt, with 90% of customers saying that they have had a poor experience seeking customer support on mobile (Software Advice).

 

With a higher number of consumers looking for online self-service, it’s important that they are available to the consumer through several different channels, including mobile. Whether it’s a mobile-friendly FAQ, a phone application, or interactive voice response through calls, it’s important to ensure that you are keeping your target customers in mind, and how they would want to interact with your business.

Content Targeting

It is important for marketers to capture insights and information about their customers in order to provide effective customer experiences. With technologies such as Liferay, you’re able to create and track highly targeted marketing campaigns that present the right message to your visitors at the right time, based on social profile, behaviour and browsing history. Having a single-dashboard to view each customer’s behaviours, interests, and patterns can help you push out the right content to each customer. This can improve your customer experience and further build trust, loyalty, and engagement.

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By forming a better understanding of your customers, you’ll be able to build a customer experience that resonates with your audience. Tailor your website to the needs and preferences of each individual with targeted information and segment identification, giving your visitors exactly what they’re looking for. By creating user-friendly self-service options, having a consistent mobile experience and targeting your content – you will be able to improve your overall customer experience. If you ensure that your customer interactions with your organization are consistent, convenient, and evolving, you will continue to drive brand loyalty.