4 Ways to Ace Your eCommerce Customer Experience Strategy
According to a global survey by PwC customer experience, nearly 73% of all people pointed out that customer experience is an important factor in purchasing decisions.
Additionally, amongst these,
- 43% of all consumers would pay more for greater convenience, and
- 42% would pay more for a friendly, welcoming customer experience.
So what exactly is customer experience?
Definition of CX
The customer experience (CX) is an aggregate of customers’ perceptions and feelings towards a product or a service majorly resulting from the interactions with the brand’s customer service.
Businesses can provide customer experience to customers with a brand, starting before a purchase is made while using the product or service and querying post-purchase, renewal, or repeat purchase.
Why eCommerce Stores Need to Focus on Improving CX
People have shifted to online shopping in a significant way. And with the growing competition, businesses have tapped into enhancing the customer experience for better retention and new customer acquisition. Customer experience is a fundamental factor when it comes to retaining and acquiring customers. According to a Salesforce report, 57% percent of customers have stopped buying from a company because one of their competitors provided a better experience.
Four ways e-commerce stores can improve their CX.
Here are four ways e-commerce businesses can ace their customer experience strategy.
1. Focus on Creating Quality Content & Brand Messaging
Humans are visual people. First impressions do make an everlasting impact on us. Businesses only have a fraction of seconds to leave an imprint in the customers’ minds. Positive or negative depends on two things.
The images of products, banners, website aesthetics. Pixelated images of not so good quality and lack of color sensibility draw people off.
The second factor is the written word. Every ad copy, caption, or text associated with your business allows you to communicate your brand, its vision, and its mission effectively to the people.
A silly typo or a sentence, not well-written can also ward off a potential customer or at least diminishes your brand in their eyes.
2. Interact More, Interact Better
When it comes to customer experience, businesses complain that they cannot deliver the same customer experience to customers and visitors online as they would to people in their offline stores. Saying that in-person experience gives them more opportunity to be warm and welcoming.
While this is an obvious problem, it is also inching closer to becoming a myth — thanks to the digital customer service tools.
Customer service tools can help you deliver the same customer experience as you could offline, if not better.
Take, for example, Acquire’s Live Chat. It takes the customer interaction through live chat a bit further; it allows the agents to connect with customers and visitors through HD video calls or telecalls in just a matter of a click.
This face-to-face communication without being physically in the same space allows you to interact in a more personal and engaging manner with the customers. Agents through live chat software can stay online and guide visitors with a product demo, product description and also help them make a purchase – all this while being online.
3. Personalize the Experience
This is another way to provide a digital customer experience as good if not better than in-person customer experience. Humans are social beings, and they continuously seek acknowledgment. We also have an innate need to be heard.
As a business, if you can connect to your customers, so they felt listened to and acknowledged, you would be acing your customer engagement strategy.
So how do you do it?
You do it by providing a customized experience for every customer. People love responses tailored to their knowledge because it makes them feel seen, but it is also merely more convenient.
To provide a personalized experience is not rocket science, nor does it require any effort. Implement an AI-based Chatbot to your e-commerce store. And ask a visitor to enter their personally identifiable information like name, email, etc., as they land on your website.
Acquire’s AI-Powered Chatbot enables customers to be addressed by their name while they enter it on our website. It even asks them further questions to ensure that they have a smooth experience while browsing on our website. Look at a live example below.
4. Focus on Enhancing the Mobile Experience
In this fast-paced world, where people need to keep moving, a smartphone is the most convenient and easy way to do many things.
On Cyber Monday 2019, for the first time, more than half of online shopping site visits came from mobile devices, and revenue from sales via smartphone alone reached $2 billion. This is just one statistic; we all know the search queries through mobile have drastically increased; most of the purchases on e-commerce websites are carried out through a mobile phone.
Think with Google states that their report “How Brand Experiences Inspire Customer Action” shows that people who happen to have a negative experience of your e-commerce store on their mobile are 62% less likely to purchase from you in the future.
Thus, having an optimum customer experience on mobile is of utmost importance to increase sales and a better online brand reputation.
In conclusion,
Yes, times have changed. And, along with it, the way people shop has also changed. But, one thing that hasn’t is the customer’s expectation for the businesses. May it is a pop-and-mom store, a big retail chain, or a big e-commerce conglomerate, customers want to have an experience that is good, easy, and convenient.
For them, it is the experience of shopping that matters just as much as shopping itself. And businesses can deliver optimum customer experience even online. They need to invest in the right customer engagement tools and implement the right customer service strategies.
