How to provide a seamless customer experience
Creating a seamless customer experience is the key for improving customer satisfaction and brand loyalty
Providing a positive customer experience is good; providing a personal customer experience is great, but providing a seamless customer experience is a necessity.
What does "seamless customer experience" mean?
A seamless customer experience is one that feels natural and easy from start to finish, in which customers can move through effortlessly, with all their needs anticipated and met at every touchpoint. These touch points should flow smoothly into each other without pain points (mistakes, delays, difficulties). In fact, any friction can cause the customer to abandon their customer journey.
On the contrary, a seamless customer experience leads to customer satisfaction. And if customers are satisfied with their experience, they are more likely to continue doing business with you and to recommend your business to others. As a consequence, a seamless customer experience also leads to increased sales and higher customer lifetime value (brand loyalty).
But why is it important? Because, in today's competitive marketplace, customers have more choices than ever before. They can move from one to another of the many companies offering similar products or services. So, you need to stand out.
If it is not enough, consider that 86% of customers are willing to pay more for a seamless customer experience.
What can you do to provide a seamless customer experience?
To provide a seamless customer experience, you need to have a customer experience strategy that encompasses every touchpoint in the customer journey. This includes everything from pre-purchase research to post-purchase support.
Your customer experience strategy should be designed to meet the needs of your customers and make it easy for them to do business with you. Remember that customers want consistency in the quality of their experience and they want it to be convenient.
Here are a few things you can do.
Create buyer personas
Buyer personas are fictional representations of your customers based on market research and your own data. They help you identify your customer’s needs, preferences, and habits that you should consider in your strategy.
Map the customer journey
Mapping the customer journey helps you identify potential friction points and areas where you can improve the customer experience. For example, where do customers usually leave their customer journey? Which channels do not perform as you expected? Once you know where the customer experience can be improved, you can take steps to make it easier for customers to do business with you.
Define your key touchpoint
First of all, identify your touchpoint, that is, the places where customers interact with your company, such as your website, social media, customer service, etc.
Your key touchpoint are the moments in the customer journey when you have the opportunity to make a positive impression and build customer loyalty. Make sure each touchpoint is designed to meet the needs of your customers and provide a positive experience.
Design your channels for a seamless customer experience
Your website should be designed with the customer journey in mind. All of the content and features should be created to be appealing, useful and user-friendly. The goal is to make it easy for customers to find what they need and to complete their purchases without any difficulty. The same goes for your mobile app.
Create a multichannel experience
Customers today expect to be able to interact with you through multiple channels, including phone, email, social media, and in person. You need to be present on the channels that your customers prefer and you need to provide a consistent experience across all of them.
Leverage on digital technology
Digital technology can help you streamline processes, automate tasks, and improve communication. For example, chatbots on websites and social networks are useful to provide customer support to those customers who don’t like phone calls or emails. AI helps you in analysing all the data about your customers and their behaviour. And connected products are a great way to create a phygital customer experience, in which online and offline merge.
Invest in customer service
Your employees play a crucial role in delivering the customer experience. They must be able to resolve customer issues quickly and efficiently. But that’s not enough. Consider that 72% of customers expect contact centre operators to know who they are and what they have purchased when they get in touch. So, make sure your team is properly trained and that they have the tools and resources they need.
Customer service includes also self-service support, that is, FAQs, tutorials, and chatbots that give the customer the possibility to resolve their issues by themselves. This is not only great for them but also for your employees who can focus on more important tasks.
Delight your customers
The goal of providing a seamless customer experience is to create loyal happy customers. You can do this by going above and beyond their expectations and delighting them at every opportunity. Consider little extras that you can add to their experience to make it more memorable. Some examples are discounts, offers, gifts, and access to exclusive content or events. You can also create a digital loyalty program to improve their engagement and satisfaction.
Keep you promises
Make sure you always deliver on your promises. This means if you say you will call a customer back within 24 hours, do it. If you say a product will be delivered in 5 days, make sure it arrives on time. Customers expect businesses to keep their promises and they will not hesitate to take their business elsewhere if they feel like they are being misled.
Monitor and measure
Monitoring and measuring the customer experience is essential to ensure that your strategy is working as intended. Use data to track the performance, collect feedback at every touchpoint, and use them to fine-tune your decisions.