How do you view someone buying something from your business? Is it a client or an individual? At a time when all the shops and businesses are fighting for more customers, the secret of victory ultimately lies in treating them as people (which is good advice in general). Rather than just seeing someone in numbers, it’s crucial to change to treat your customers as individuals who need optimized interactions for a happy experience …
If you were hosting a dinner at home, you would value the personal preferences of your guests (even if your intention was to present an important business topic or sell something to your guests). You would have to make a variation of the main dish to satisfy vegetarians, while avoiding peanuts because Guest n ° 4 is allergic to it. On top of that, you would probably make sure that the table is set, that each guest feels at home and that you have put out all the fire sources (literally and figuratively).
It is exactly this level of consideration that interests customer experience management (CEM using the English acronym). The user experience (UX) should be envisioned, managed and developed for a wide range of customer interactions that take place at times of buying, evaluating, contacting, getting help, re-engaging, and more . Make sure your customers are comfortable with the different ways they connect with your brand. CEM is the sum of all the initiatives a company takes to improve the overall experience of its customers. CEM for digital customers translates into a fine-tuning of the user experience, paying attention to the design and development of online interactions in the areas listed above.
While using the different CRM modes that the digital world can offer, you need to deliver an excellent customer experience throughout the customer lifecycle. This includes marketing, sales, service and impressions. You will be even smarter if you use these gathered customer reactions to constantly improve your website.
One of the biggest challenges in managing customer experiences in a digital world is to successfully meet individual expectations, because each consumer has a different online behavior. For example, one customer may choose to access your company website from a mobile tool, while another will use the Linux operating system. Beyond technical considerations, it is necessary to take into account the personal preferences of each client. It seems impossible today to provide a truly personalized experience for each customer, but, in a short time, being able to offer dynamic content to each customer based on personal data and behavior will To make fury. The only thing is that the CEM in a user experience context requires companies to be adaptable in their marketing practices, to have competent web technicians, and to take into account different technical points, such as platforms. various forms and operating systems, in order to actively research customers and use this information for continuous improvement.
Managing the online customer experience covers the following different areas:
- Site searches;
- Analysis, testing and optimization;
- Web content management;
- Personalization and automated marketing;
- Management of interactions with customer service;
- Trade platforms.
Note that this list is dynamic and that many of these areas are linked.
Tips to improve your user experience
Conduct multivariate tests : Multivariate tests allow you to monitor the performance of your content on different digital channels, which allows you to orient your campaigns to achieve the best possible results. This type of test can help you, for example, to determine which landing page design is most convincing for your customers or to decide whether certain customers should receive personalized content.
Harmonize content presentation initiatives : There are many ways to digitally present content to your customers. Strive to harmonize your efforts to simplify the management of your marketing campaigns and send a consistent message to your customers regardless of how they interact with your brand. Even if you personalize aspects of the content as brands move towards personalized online experiences, the core of your message and your brand identity will not change.
Focus on engagement: In order to effectively engage your digital customers, you must first understand them, allowing them to create and deliver the content they really want to read. This also applies to your social networks. Remember to communicate with your customers as soon as you have the opportunity, to respond to comments and questions online with honesty and a genuine desire to improve whatever is reported. Critical customers can become ambassadors for your brand if you treat them properly.
Listen to your customers: Use surveys, customer feedback data, comments, tweets, and whatever else you have, to listen to your customers and act on them.
A major difference between companies that simply hope to become leaders in their industry and those that do, is faith in a constant improvement of the customer experience.
With the development of the Internet and the rapid emergence of digital CRM networks, customer experience management no longer concerns traditional media. Brands are focusing more than ever on their digital environments. So where does your company or organization stand in terms of managing the customer experience in a digital world?
Are you ready for the inevitable challenge of developing a satisfied, enthusiastic and loyal clientele?