All humans — including your customers — are emotional creatures.
That is why it’s so important to ensure every interaction customers have got with your company a memorable one — so unforgettable that they’ll want to suggest your business to a friend, member of the family, or colleague.
That connection between your business and customers is exactly what customer encounter is all about — providing the support that your customers seek throughout all stages from the buyer’s journey.
You can think of the entire customer journey as a (very important) and complete transaction between your brand and customer, — what happens throughout that deal and the way your customers feel define the customer experience.
For example, you visit your local ice cream shop; the waitress embraces you with your name plus immediately asks if you would like your regular treat, the chocolate sundae with additional chocolate chips, or in case you’d prefer to look at the menu.
Wouldn’t this customized and positive experience allow you to want to continue returning to that ice cream shop? Sometimes it barely matters how the food preferences — the unique and delightful consumer experience is what keeps a person going back .
This doesn’t just apply to brick-and-mortar stores either. For example , when a prospect visits your website, why might they want to stick around to learn regarding your products or what your brand stands for when they don’t feel valued, realized, and heard? In this case, it won’t matter how attractive your site isor how well you’ve optimized your site — what matters is CX.
Understanding Customer Encounter (CX): How to See the World Through Your Customer’s Eyes
There are a number of ways a customer may interact with your business. For example , when they visit your website, engage with your social posts, click your ads, purchase your product or service, or provide feedback. Customer experience includes many of these interactions and more.
A recent study by Oracle reveals maximizing customer satisfaction across the buyer journey increases total customer satisfaction simply by 20%, and drives revenue growth by up to 15%.
You need to see the world by means of customer-colored glasses. Understand their particular challenges and needs. They want to be heard and anticipate quick responses and fast reactions from your team members.
Concentrate on client-centricity — put your customers first by searching for for you to create products and services that resolve the challenges of your customers. You can also identify your best clients with smart segmentation. There are a lot of benefits of customer segmentation including a better understanding of your customer’s behaviors, interests, and discomfort points.
Here are some great examples of how brands are usually enhancing their customer experience.
- When Tony started Zappos (now a billion-dollar brand), he rewarded his group for spending long hours over the phone to create a splendid consumer experience.
- Apple added the human element to their customer interaction by installing experts at the Genius bar.
- FedEx ensured a better customer experience by answering every customer support call on the first ring.
Now that do you know what CX is, let’s take a moment to review what it is not .
Customer experience is not user experience (UX).
Customer experience and user experience are separate techniques businesses deploy to help them grow.
User experience is a subset of customer encounter. It revolves around your own products. It’s all about just how your customers interact with your products and what experience they have with these. User experience is a mixture of design and architecture, usability, functionality, user-hierarchy, and understanding.
Whereas customer experience is a summary of the complete customer journey map. It begins when a visitor hears regarding you and exists throughout every single interaction with Sales, Advertising, Customer Service, as well as with the product you sell.
Next, let us review the ways in which CX impacts your conversions plus why you may not be seeing the impact you’re hoping for on the bottom line just yet — plus don’t worry, we’ll function with some ways to resolve those people challenges too.
five Reasons Why Your Customer Encounter is Not Converting Prospects (Yet)
You don’t know your clients well.
The first reason for the low conversions is you don’t know you targeting. When you are not aware of your target audience, how would you guarantee their conversions?
Ways to fix it?
- Determine what your customers would like, where their interests then lie, what they like, and other common characteristics — everything that can help you reach your audience. (Make buyer personas to help you with this particular. )
- Run customer studies and polls; they are the simplest way to collect customer information. The particular feedback you receive from there is certainly filtered and gives you a quick view of your user needs.
- Analyze your customers’ actions with marketing analytics along with HubSpot CRM.
- Segment your buyers based on their buying frequency, recency, and monetary metrics (RFM segmentation).
- Filter your best customers by separating them in to categories with HubSpot’s Wise Lists, and send individualized emails to them.
2 . Your own products are not grabbing your own user’s attention.
It is an age-old saying that the first impression is the last impression. It’s very critical that this visitor’s first impression on viewing your products and your site as a whole is a pleasant one.
The buying decision of the vast majority of your website visitors can be impacted by this first impact. If your products are visually appealing, the visitor is bound to consider more interest and there exists a good chance of conversion.
How to fix it?
When it comes to your eCommerce store, it’s important to keep in mind that your customers are buying products without always ever having the ability to test them out and/or feel them initial. So , you need to create a setting where they can make easy purchasing decisions that are virtual from start to finish.
There are a variety of ways through which you are able to enhance the customer experience and boost conversions.
- Use high-quality photographs and captivating videos to showcase your product and tell stories about your brand and product or service.
- Keep the products organized on your site and implement easy-to-use routing.
- Leading fashion brands such as L’oreal and Rayban permit users to try virtual makeover tools and provide a 360-degree view of their products. This kind of innovative leaps in presenting online products help these brands to stand out from other people and attract huge audiences.
- Use augmented reality (AR) — this is a popular trend in the beauty and fashion industries because customers can attempt your products on practically (e. g. a pair of sunglasses).
- Create an omnichannel experience for your online shoppers by augmenting product visualization.
- Be clear about your pricing strategy. According to Quicksprout, 56% of shoppers abandon their own carts at checkout due to unexpected costs.
3. Your website isn’t ready for shoppers.
Did you know that 38% of individuals will stop engaging with a site if the content or design is unattractive?
Also, 75% of consumers admit to making conclusions on a company’s credibility based on the company’s website design.
If you are experiencing a solid amount of traffic but few conversions and a higher bounce rate, your website style likely has issues.
How to fix it?
- If your website is suffering from low traffic, that may be because your audience is not getting what they are looking for. Be sure you are keeping everything on your own website accessible for your users.
- Secondly, when a user visits your website, try to enhance the leading man section (the header part) as beautiful, clean, plus direct as possible. This section may contain your product, company, and offers too.
- Add clear call-to-actions (CTAs) throughout your own webpage. Add a “view cart” option as well to increase the chances of successful checkouts.
- Maintain your website design conversion-focused. Put your menu bars (in the particular header and footer) organized. This will allow your users to navigate to find their particular goals quickly.
- Statista says there will be a total of 4. 78 billion smartphone customers in 2020. So if your site isn’t mobile-optimized, then you may shed conversions.
- Capitalize on your social media — use it to help you improve your top-performing content such as blogs, customer reviews, and recommendations. Respond to feedback and solution customer questions through social media marketing, too.
4. You’re unable to win your customer’s trust.
One reason for lower conversion rates is that you are incapable of winning your customer’s rely on.
81% of online shoppers feel concerned when purchasing on a website with which they may not be familiar. Trust cannot be pressured; let’s see how you can win your customers’ trust naturally without a push.
The right way to fix it?
- Choose the right trust seal to improve security on your websites. Trust seals verify your website to be legal and legitimate.
- Add customer reviews to your website to increase the chances of conversions plus enhance your customer experience. Based on BrightLocal, the average consumer says 10 reviews before feeling able to trust a business.
- Be socially active, entertain, connect, engage, educate, and operate campaigns around your brand name. Be real and stick to your niche and brand values.
- Engage your customers and generate their trust by creating excellent communication practices.
- Add high-converting and relevant CTAs to your website above the collapse. Use phrases and phrases like Learn More , Store Now , Download , Sign-up , and Book Now .
5. You have not prepared your customer onboarding.
Remember, there are two types of customer onboarding: on-site, plus off-site. The fundamental difference between on-site and off-site onboarding is that, when a shopper gets on your website, it means most are looking for your products or services. Within off-site, the customer has already been introduced to your products and services, before he/she needs them.
The right way to fix it?
- Offer a real-time item demo for your audience to help them explore your item and it’s features rapidly. According to Wyzowl, 84% of people say that they’ve been convinced to buy a product or service by viewing a brand’s video. Video clip demos impact purchasing choices significantly and boost engagement as well.
- For a frictionless consumer experience, it is crucial how you manage users who leave your website or intend to leave it.
- Use an immediate exit-intent pop-up.
- Setup an email marketing campaign and select time-slots to send interactive abandoned cart emails to lost customers.
- Keep your cart visible to users.
- Use retargeting or remarketing ads to target users that have visited your website before.
- Differ — offer a dynamic free trial offer period for your products and services. After that, a user can extend the trial period and if these people choose to. This provides a sense of flexibility and freedom for users.
Keep in mind: Customers are humans, not really your contact to shut in the CRM.
Customer encounter brings your customers closer to your own brand. Humanize your brand name and design, and analyze your customer journey map.
Light up your brand having a customer-centric approach and catch your shopper’s attention utilizing the strategies mentioned above. For more information, browse the latest customer experience data & trends 2020 here.
Author Biography : Himanshu Rauthan is definitely an entrepreneur and co-founder at MakeWebBetter , an e-commerce digital marketing agency, HubSpot Premier Integration and Gold Solutions Partner. He is an electronic marketing and inbound expert, passionate about building and scaling e-commerce customer experiences.
HubSpot marketing teams reserves the right to use guest weblog author’s likeness across our own content as we see fit, including but not limited to HubSpot’s social media channels.