Mark Jervis at dotmailer explains why it’s customer experience that should lead your marketing strategy
It’s no longer about pushing out everything you want to say to all your customers and seeing what resonates. It’s about putting your customers at the heart of everything you do using the signals they give you, whether it’s something they looked at on your site or engaging with a campaign on Facebook, to deliver personalised, relevant content. Here are the three essentials to delivering great CX.
1) Be consistent
Ever spoken to two different people from the same company about the same thing yet been given two different stories? This type of situation doesn’t fill you with confidence in the brand you’ve dealt with and if not fixed, will likely lose the company customers.
Now think about all the other places where your customers can interact with your brand – multiple social networks, email, in store – and you realise how potentially big the problem is. What are your in-store salespeople saying versus those in your social media team? Once your customer has let you know what they’re interested in through your website, how do you tailor your next conversation, wherever that may take place, to ensure you’re relevant?
The answer is to take stock of your communications strategy to ensure there are no disconnects in messaging, and look into tech solutions that share live customer data across your business.
One company nailing a consistent customer experience is ScrewFix, the UK’s largest multichannel retailer of trade tools, accessories and hardware products. It offers a straightforward and transparently-priced retail experience, enabling busy tradesmen to shop 14,000 products over the phone, online, via their mobile or from their local store.
ScrewFix gives you full access to its range of products on its desktop and mobile sites. You can pay for items online and pick up in store in five minutes’ time, thanks to a live data flow. You’ll automatically receive an email confirming the product you’ve ordered and the store you’re collecting from. And when you go to the collection point, the staff are ready and waiting to give you your order.
2) Be seamless
Consumers are now using a variety of platforms to research and buy things. For instance, they might check prices and reviews on their smartphone before buying on a desktop or in store. Therefore the need to let your customers seamlessly pick up their journey on a different device is essential.
Can the same content or product be as easily found on a mobile as it can on a desktop? And if a customer is logged into their account and places something in their cart, can it be seen when they log on to your site from another device?
Alexandra is a switched-on workwear brand that’s delivering a seamless experience for its B2B and B2C customers. The company’s mobile-optimised site lets you see the contents of your cart while switching between your desktop and smartphone. This experience is bolstered by a responsive abandoned cart reminder email, which lets you pick up left behind items on any device.
3) Be available
Nowadays most brands are across social media. They have a contact centre that manages calls, live chat and email, and some also have physical stores. It’s never been more important to let your customers choose how and when they connect with you. After all, the more options you give them the more likely they are to get in touch.
Just remember to make it clear when they’re able to contact you through the different channels. If your social media isn’t monitored at the weekend, a customer who’s Tweeted you is going to be left narked and in the dark until Monday morning.
Slendertone, the world leader in muscle toning and body shaping products, is a Magento user and has adopted the LivePerson live chat extension. This allows Slendertone’s customers to instantly chat to the company’s customer service team via its site.