Customer Experience (CX)

Modern buyers are looking for exceptional customer service. This is often the deciding factor when it comes to making a purchase. Brands that can’t offer a seamless customer journey will struggle to generate loyal customers.

Multichannel

In the multi channel customer care approach, every channel is treated individually and is managed in a unique manner by implementing different strategies (conventionally only voice and email customer support) Thus, a multichannel customer care strategy does not focus on creating a consistent shopping experience.

Omnichannel

Omnichannel, includes everything from email, voice and web support, to social media and mobile support. The customer should be able to get support from whichever channel they prefer - whether that’s via email, phone call or a Tweet or a mention on Facebook.

If seen from the customer’s standpoint, every interaction with your business should be part of a singular experience. Having a seamless journey across all channels, both online and offline is the key to provide a consistent omnichannel experience.

Omni-channel marketing ensures that messaging and branding are consistent among channels. It acknowledges and addresses the customers across their preferred platforms to deliver a smoother buying experience at every stage of their journey. It also includes merging the different channels together (for example, social media, website) for promotional experiences.

Key channels

Nine prime focus areas for delivering better CX: (1) social communications (i.e., customer reviews), (2) product value (i.e., products and pricing), (3) personalization, (4) customer service, (5) consistency product availability & prices across channels, (6) information safety, (7) delivery, (8) product returns, and (9) loyalty programs.

Omnichannel experience

Customers who have the ability to convert on any channel have a 30% higher lifetime value, according to an IDC study. Surveys shows people shopping habit as :

7% shopped online exclusively

20% were store-only shoppers

73% used multiple channels

If your business doesn’t have an omnichannel strategy in place, you could be creating a frustrating experience for up to 73% of your potential customers!

Omnichannel challenges

1. Delivering a consistent multi channel experience

Customer never having to repeat information they’ve already given between departments or channels (e.g. switching from phone call to email), and being able to get support from whichever channel is most convenient.

2. Breaking down communication barrier

The key to exceptional customer service lies in bridging the gaps in communication throughout your supply chain - from sales to distribution and post-sales support.

3. Personalising the customer experience

To improve the customer journey, all of your systems - from your marketing and sales CRM (Customer Relationship Management), to your ERP (Enterprise Resource Planning), WMS (Warehouse Management System), OMS (Order Management System) etc. When your technology is fully integrated, you’re able to view a full history of your customers’ interactions with your business - allowing you to offer a far more personalised experience. This visibility ensures any member of staff at any customer touch point can access the necessary data to answer your customers’ queries fast and efficiently.

4. Training for the available technology

New and existing staff should receive training on all the systems and processes relevant to their role. They should also receive the occasional refresher course to ensure that everyone is always on the same page.

Post-purchase engagement 

Post-purchase engagement refers to the strategies and interactions a business uses to connect with customers after they've made a purchase, aiming to foster loyalty and encourage repeat business. It's about more than just order confirmations and shipping updates; it's about building a relationship with the customer and providing a positive experience that extends beyond the initial transaction. 

Key aspects of post-purchase engagement include: 

Order confirmation and shipping updates: Providing clear and timely information about the order status keeps customers informed and reduces anxiety. 

Personalized follow-up communications: Sending thank-you messages, product recommendations, or helpful tips based on the customer's purchase history strengthens the connection. 

Exceptional customer service: Addressing any questions or concerns promptly and effectively ensures a positive post-purchase experience. 

Loyalty programs and rewards: Offering exclusive perks and incentives encourages repeat purchases and fosters customer loyalty. 

Gathering and acting on feedback: Soliciting customer reviews and feedback allows businesses to identify areas for improvement and demonstrate that they value customer input. 

Encouraging social engagement: Inviting customers to connect on social media, participate in online communities, or share their experiences can build a sense of belonging and brand advocacy. 

Unboxing experience: Thoughtful packaging and presentation can create a memorable and positive first impression, further enhancing the overall post-purchase experience. 

Post-purchase upsells and cross-sells: Recommending complementary products or offering incentives for future purchases can drive additional revenue and customer engagement. 

Benefits of effective post-purchase engagement: Increased customer loyalty:

When customers feel valued and appreciated, they are more likely to remain loyal to the brand. 

Higher customer retention: By addressing customer needs and providing a positive experience, businesses can reduce churn and retain existing customers. 

Improved customer satisfaction: A positive post-purchase experience can lead to higher levels of customer satisfaction, making them more likely to recommend the brand to others. 

Increased repeat purchases: Satisfied customers are more likely to make future purchases, leading to increased revenue and sales. 

Positive word-of-mouth: When customers have a positive post-purchase experience, they are more likely to share their positive experiences with others, leading to organic growth and brand awareness. 

Reduced buyer's remorse: Addressing customer concerns and providing support after the purchase can help alleviate any doubts or anxieties about the purchase, reducing the likelihood of returns.