by Gil Artmoore
Technology is now at the forefront of business, no matter which industry you’re in. From e-commerce to real estate, businesses are fast learning just how much business automation can help streamline their everyday.
Improving customer experience is no exception. With innovations like chatbots and social media on the rise, there’s no better way to offer an unrivalled experience to customers all over the world. Not sure how? Here are some key steps that show just how valuable these technologies have become- and how you can improve your customer experience.
Before any marketing campaigns kick off, it is integral to know your customer base. While this may have been trickier in the past, it is now easier than ever to build an accurate picture of who your customers are.
The best part is that there is a range of ways you can do this. One of the classic solutions is hosting focus groups for your nearby target market. This way, you can gather a good idea of what your consumers want from you.
Most importantly, having a customer knowledge base is a great way of managing and keeping tabs on who your customers are.
By always keeping your customers in mind, you can then move onto the next step: offering them outstanding customer experience. This covers anything from facilitating a smooth transaction, to dealing with any customer queries.
In the same way the tourism industry tailors its vacations to certain travel-goers, every other business can create a personalized customer experience centered around their base’s likes and dislikes.
In the modern world, make sure you don’t shy away from new technologies. These are created to benefit both the customer and the business, making the customer experience more streamlined on both ends.
One of the most popular moves has come in the e-commerce industry, where new, centralised checkout systems make it easier for the business to process payments. The new speed also encourages buyers to return to the store, meaning these automations have many more growth benefits than improving the customer experience.
The customer experience begins when a member of your target market is pulled in by an advertising campaign. Yet, it doesn’t just end when a sale, interaction, or contract is complete. The fact is that companies will still need to communicate effectively with customers afterwards.
In many cases, this communication is centred around customer enquiries or complaints. If a complaint is handled slowly and without care, this can leave a customer feeling dissatisfied, angry, and less likely to return to your business. On the other hand, quickly resolved disputes can leave you with room to keep your customers feeling impressed. This is something new technologies can only help with.
In recent years, social media and chatbots have become a great way for large businesses to communicate with customers. In fact, by 2020 it is estimated that 85% of all customer interactions will be completed without a human agent.
Most of all, it allows businesses to interact with their customers in a familiar way. Over Whatsapp, companies like HolidayPirates communicate with clever chatbots, while retail giants ASOS are renowned for their attention to complaints over social media channels, like Instagram and Facebook Chat.
Aside from dealing with queries, these automations are ideal for gathering customer feedback. This feedback falls into two categories: volunteered information, and secondary information. Volunteered information is when a customer actively offers feedback for a company to improve on, such as over email surveys. Secondary information can easily be gathered over mediums like Facebook, where thousands of comments and interactions can be collected. Contrary to popular belief, angry customers can, in fact, benefit a business, by being used to generate trends.
If a clear trend emerges, businesses can decide how to act on this. One prevalent example is if current customers are showing less engagement with social media posts than in previous months. A company can then launch an inquiry to get to the root of the problem, collect more detailed feedback from willing participants, and fix any bugs in their customer experience framework.
Before doing any of this, you need to enter this part of the cycle with genuine curiosity and a willingness to improve. It doesn’t matter how much business automation you’ve implemented, customers need to know you’re doing all you can to make their experience as smooth and memorable as possible.
As with many other areas of business, it’s essential to learn how to work with these technologies. Once you’ve established a cycle that works for your customers and your company, business automation is sure to lead you onto unrivalled customer satisfaction, and thus faster business growth.