2020 has fundamentally changed the way that we interact in our day to day lives. As marketers, it has caused us to rethink the way that we interact with our customers, including reimagining what a customer experience strategy looks like in today’s digital world. Now more than ever, you need to meet your customers where they are – online.
You might be wondering, “What is customer experience? And how can I improve it?” Let’s look at different aspects of a customer experience and why they are so critical in today’s world.
What Is Customer Experience?
Simply put: customer experience is how customers feel about your company. This includes both your product and your people. Having a great product with lousy customer service will diminish the overall customer experience and vice versa.
The customer experience is so important because it impacts your overall customer retention. Satisfied customers will remain loyal, and they become advocates that can help grow your business with new customers.
Evaluating the Customer Experience
To create a sound strategy, you first need to take a look at the data.
How can you put yourself in the shoes of your customers? You can start by thinking about all of the touch-points a customer has with your product and your service team. For both: what is the expected response, and what is the actual response?
Next, you’ll wanna evaluate how customers have been interacting with your brand. Are they taking in your website or simply bouncing off? Are they interacting with your social media posts, or are you talking to no one? Are they leaving reviews letting you and others know how they feel about your brand (good or bad)?
From there, you’ll have a better understanding of what’s currently happening and how you need to alter your current strategy to meet your audience’s needs.
Overall, the customer experience can be improved by establishing a positive connection with your customers. Ask them for feedback, and then deliver. Continue to develop that relationship with your customers so that they are committed in return.
What Does the Customer Experience Look Like Today?
In 2020, the customer experience mattered more than ever. Due to COVID-19, your customers may have been working differently, from home or non-traditional hours. They may be facing a lot of stressors.
Think about how your customers are impacted, and be responsive. You want your content, email messaging, and more to reflect that you understand what they are facing. Offer them ways that your business can support them in these challenging times.
You may also need to make some internal changes to better respond to your customers. An omnichannel digital approach will allow you to serve your customers more quickly or allow them to serve themselves.
Your Strategy and Beyond
As you think about what is customer experience in 2021, you should consider how this fits into your marketing. A streamlined approach should be reflected in your marketing efforts. Like being available to your existing customers where they are, you also want to be accessible to potential new customers.
At Hopscotch Digital Marketing, we have experts that can help you connect with your audience. Email marketing, digital advertising, social media – we do it all!
Contact us today to schedule a discovery call!