July 29th, 2021 | 3 min
There has been a huge rise in digital and online usage around the world over the last few years, and with this comes a much more informed customer base with higher expectations. Modern-day brands are now having to prioritise building authentic customer experiences on their E-commerce sites to win their customers.
It is key in this digital age to understand the importance of improving customer experience. A great CX strategy requires a customer-centric mindset with not only your content but your site design around it. Having a positive digital experience strategy requires working across all online business functions.
In this blog, we are going to discuss ways to improve your CX and how to incorporate it into your marketing strategy.
How To Integrate the Customer Experience into Marketing
Marketing is an ever-evolving art form and is known for changing quickly. This means that you will need to have an adaptable marketing strategy that follows the trends. You need to not only help guide the customer to where you want them to go, but you also need to make sure they don’t feel forced! It’s tricky, but for those who truly understand who their customer is, it can be a well-oiled machine.
Some tips to help integrate the Customer Experience into marketing:
1) Ensure your website has a user-centred design
This is the first and potentially most crucial checkpoint you put your entire customer experience through. User-centred design is crucial for learning about your customers’ needs and wants. By incorporating a user-centred design on your site it could eliminate the need for other fixes along the journey. A responsive web design is currently the best way to serve this market, giving you the ability to seamlessly structure content and images that can scale and be served across to different devices, interfaces, platforms and orientations.
The best way to do this is by working with an agency or designer who specialises in E-Commerce site design. This is the best way to ensure you stay in the user behaviour loop, and having a smart design is only one fraction of this equation.
2) Offer personalised engagements and CTA’s
Some engagements are general and don’t require the extra finesse of personalised content. However, when personalisation matters, it really matters. Ensuring that the user experience is more relevant to the individual customer will result in both short-term and long-term gains.
To cultivate a connection with your customer you need to continually improve your product offering. This applies more today than ever before since more people are now working from home, online engagement has surged. In 2020, retail E-commerce sales grew 27.6% year over year! This opens up opportunities for E-commerce businesses but also presents the challenge of standing out.
Once your prospects have become paying customers, know that any query you answer must be personalised. Don’t neglect your customers by only focusing on new leads. Seek out an automated solution that easily enables you to create a personalised experience for your customers.
3) Invest in the right tools to boost customer experience
Investing in the right systems and tools is one of the best practices on how to increase customer experience. Tools such as proactive communication channels are great for enhancing customer experience and customer service. Using specific tools also helps businesses respond in a timely manner and take proactive actions when a query or issue is raised.
Live site chats are a prime example of tools that boost customer experience. A live chat can provide valuable insights on the customer journey and, in turn, help you to provide personalised engagement.
“Customers are willing to pay a price premium of up to 13% (and as high as 18%) for luxury and indulgence services, simply by receiving a great customer experience”
Start improving your customer experience with Brave
In this digital era, brands need to be able to understand and cater to their customer’s needs. These changes to the way consumers use the internet have landscaped the way in which we think about design and e-commerce. Those that continuously evolve their methods and keep the user experience as a priority are the same ones that have stood the test of time and become the success stories of today.
If you are ready to start improving your customer experience strategy, then the Brave team can help you determine which areas of your business are key for your brand to make a positive impression on your customers. We work with brands to determine what your customers are looking for. By conducting thorough research to establish and implementing marketing strategies to best engage with your audience across multiple channels.
If you’d like to discuss how you can personalise and build your customer experience marketing strategy then please get in touch.