Customer experience — one of the biggest Digital Marketing trends
One of the most popular trend in digital marketing, which every year become more and more important is customer experience. Customer experience is interaction between customers and company through their business cooperation.We know that customers are most important element every company and we want a hundred better cooperation and that they become our loyal customers.
Why customer experience?
Since on internet is more and more content and information customers can do more research and on it`s own make a decisions, and they do not have to wait that some company introduce some product i because of that customers need something more than information.We can achieve that if we with good product or service provide positive customer experience to our customers.Research has shown that most of customers them 86% will pay more money for positive customer experience, and to some customers is more important than the product itself.Also 1 from 3 customers, if they not satisfied with service of some company, they don`t want buy their product regardless of product quality.
Businesses see this as a great opportunity and want to improve the customer experience to retain old ones as well as attract new customers who want a positive customer experience with the product, and only 49% of businesses provide a positive user experience. We need to know that customer experience and customer support are not one and the same thing, for example, if we book a room at a hotel and the person we are talking to is friendly and helpful,that is customer support, and if tickets come early and the hotel gives us something more from what was included in the price it was a positive user experience.
CRM software
Thanks to today’s technology, businesses can connect with their customers in new and interesting ways. Using CRM software, we can see the purchase history from the customer and, based on this information, we can make a personalized offer for each customer, even before the customer needs it. Most businesses recognize the business value of customer experience, a more satisfied customer means increased loyalty, lower costs of service. Customers expect much more today. They want proactive services, personalized experiences and interaction across multiple channels, they want all the answers, relevant content.
In order for the user experience to be of good quality, we need to implement a strategy, we need to know who our customers are, understand their needs, preferences, or simply make a buyer persona like, Ivan is 35 years old, loves skiing and often queries for some ski equipment and according to this information we will create a quote for the user even when he does not need.
There are key principles that are applicable in any industry. It is important to note that a user’s expectations and behaviors may depending on the type of product or service he or she is using. The user will feel differently and will have different needs if he calls a taxi or if he calls to make appointment with doctor. User behavior differs even within the same industry.There is a strong possibility that the behavior of users will be different in the financial sector if they want to open up savings or if they want to raise a loan. In the case of opening savings, the user could be safe and calm.
In the event of a loan being raised, he may be pressured or even nervous as he does not know the outcome of his request. He may also find himself in a tricky situation and therefore unsure of what is best for him. It is the responsibility of the company to take all these situations into account when designing a user experience. It is also important for customers to be emotionally attached to our product or service, to always remember their feelings when they have used our product or service.
First, it is important to understand the users, who they are and what their needs are, not only from the business but also from the human side. It is important to understand their journey of interacting with the company from the moment they discover a product or service through to the evaluation, purchase, use, support and termination of use. In addition to the difficulties they encounter, the moments that satisfy them need to be recognized.
Surveys in several countries have proven that customers are most dissatisfied with telecom operators, banks and insurance. On the one hand, telecoms are moving away from traditional calls and internet packages and offer a wider range of services such as entertainment, education and home security. They compete with the champions of the user experience, companies like Amazon and Netflix, which puts them under pressure to provide the best possible service for their customers.
Improve your business
The conclusion is that businesses cannot do business without a quality user experience that makes a difference to the business and is an essential element to the customers.They share their experiences on social networks, leave reviews, talk in forums, at work, at home, etc. and that’s why companies should work to make customers happy and leave positive comments about our business, so we will retain existing customers and attract new ones and the company business will improve.
