Sawaram Suthar is CMO at Acquire, and also a founder of Jagat Media, a digital marketing agency. A digital marketing consultant, he has experience in things including branding, promotions and page optimization, along with research and strategy. He has an MBA from the University of Pune. Anyone can find him on @sawarams.
The capability to deliver an outstanding customer experience is the key to effective customer acquisition and retention. Customer experience is a growing concern for organisations as it is becoming the most censorious factor for customers selecting your brand over another.
In today’s competitive business environment, there’s no room for inefficiencies in customer interactions as customers’ expectations are drastically changing.
Did you know that more than 69% of your customers now expect to enjoy a connected customer experience (CX) when they have deals with your business, and over 78% of your customers want consistent interactions across sections within your company?
Consumers now prefer businesses that they can relate well to, and would relate well with them in turn.
These customers don’t mind leaving a company that doesn’t deliver a consistent customer experience.
According to Salesforce, 82% of customers stopped doing business with a company because of poor customer experience and support.
But customers are the central point of every business and must be given top priority.
Hence, as a business executive, all of the systems within your company must be integrated seamlessly to deliver a transformative experience.
Thankfully, automation technology solves this. If you’re looking for a way to trigger your business’ processes, improve your customer experience, and boost customer satisfaction and retention? Automation is the answer.
If you want to know how to use automation to deliver a consistent customer experience, here are some effective tips for you:
1. Enhance the Purchasing Experience with Real-Time Updates
The capacity to access real-time updates on product availability and automate inventory management helps ensure that customers can get the products they want.
Meanwhile, you as a business executive won’t miss out on sales because stocks are always replenished promptly.
It’s a very big problem for business executives to report in-stock inventory as unavailable and out-of-stock inventory is available. Allowing your customer to see an “out of stock” sign for products they want to buy is one of the worst customer experiences.
Remember that frustrated customers are likely to turn to your competitors as you lose sales. There is only one fix for this problem, which is to automate your products and inventory management to provide your customers with real-time updates on your product and inventory availability.
Singtel used a real-time update to enhance the adoption of its new 4G network. The network took to Twitter with the hashtag #Need4GSpeed to inform prospects and customers about the 4G network speed.
Within just eight hours, the company garnered more than 1,400 submissions to #Need4GSpeed, over 450 @Singtel mentions, more than 510,000 tweet impressions, and 32,000+ engagements. This act increased traffic by 39% to SingTel’s 4G website.
2. Deliver Custom Content at the Top of the Funnel
You can use automation to change the way blog content and emails are delivered to your customers.
Traditionally, business executives send out emails to everybody who subscribed to their mailing list. Although this is a good marketing strategy, it yields the desired result only under the right circumstances.
For instance, sending general content or blast emails to all prospects at the top of your sales funnel isn’t sufficient enough to build a strong, consistent relationship with your prospects.
So instead of sending general content and blast emails, business executives can use automation to segment their prospects and customers and deliver custom or appropriate content (blog or email) to the right customer.
For instance, if you sell shoes and clothing on your website, you can use automation to determine whether a customer would be interested in receiving the latest content on shoes or clothing.
With automation, you can send out the latest content on shoes to leads who have viewed or read shoe-themed content on your website or customers who purchased shoes earlier on your website.
Automation will also help you to discover what type of content to create, who to send to, and what results to possibly expect.
Cadbury used automation to deliver custom content to its customers but in the form of Facebook’s personalized photos and videos. The campaign earned Cadbury a 65% CTR and a 33.6% conversation rate.
3. Analyze Customer Feedback for Insights
Collecting, analyzing, and sharing insights based on customer feedback is very important for your business. Customer feedback can be shared with other business units to forecast the market trend and provide customers with consistent customer experience.
NPS (Net Promoter Score) and CSAT (Customer Satisfaction Score) are popular feedback tools that can be used to measure a customer’s sentiment towards your product or brand over time.
But did you know that you can use automation to collect and analyze customer feedback? Yes! Gone are the days when hand counting and manual reporting are applied to customer feedback to gain insights on how your customers feel about your business.
Today, automation makes it possible to add customer feedback forms to your website. You can read and analyze responses from these forms at any time to improve your business model.
Wise business executives use data from these customer feedback forms to find ways to improve the overall experience of their customers.
Hint: If about 50% to 70% of your customers are complaining about a particular product, service, or website feature, it’s advisable to acknowledge and honor their requests by quickly improving their overall experience.
Albacross leveraged customer feedback to grow its brand. Albacross used the customer feedback platform Wootric to measure net promoter score (NPS) regularly and make necessary corrections.
4. Track Engagements, Leads, and Conversions
Sometimes, customer feedback can be subjective, but figures don't lie. Whether it’s engagement/on-screen time, conversion rates, number of views, or click-through rates, an effective inbound marketing strategy is data-driven.
By tracking engagement, leads, and conversion your customers have with your content, you would be able to learn what made customers convert and what they are truly interested in.
This data generated from tracking your customers can help you to identify the latest gaps and trends as well as refine your strategy accordingly.
Automation enables business executives to identify and nurture prospects using highly personalized and valuable content based on prospects’ online behaviors.
It helps to track prospects’ engagement, which helps to convert these prospects into sales-ready leads.
5. Streamline CX with Chatbots
A recent survey by Outgrow.co showed that about 56% of shoppers prefer to contact business or brand owners through chat or messaging apps than through phone calls.
Hence, the importance of keeping in touch with customers with live chat software. But the shortcomings associated with a human being as a chat agent makes chatbots very advantageous.
When it comes to customer onboarding, an AI-Powered chatbot is the go-to tool since it delivers real-time and targeted answers to questions that potential customers are asking.
Chatbots offer an excellent way to give instant support to customers at any time as they are available 24/7 and give quick responses to customers’ simple ‘questions.’
Chatbots are powered by automation technologies, which help to streamline customer service by delivering consistent customer experience.
Generali streamlined its CX with a chatbot named “Leo” and within a day, the chatbot averaged 800 conversations; thus improving the customer experience.
Currently, about 49% of business executives are already using automation technologies, and over 55% of B2B firms have embraced automation.
Although building a consistent customer experience is not easy, but with automation business executives are already giving their customers what they want – the excellent customer experience they expected when they use your brand or visit your website.
Truly, driving a consistent customer experience will not only improve customer acquisition and retention but will also lower costs and increase business’ revenue.
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