How to Build a Better Digital Customer Experience

September 25, 2018

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Setting your business apart from competitors with exceptional custom experiences is a key part of successful digital marketing. The term “customer-obsessed marketing” is often used by research firms that stress the importance of prioritizing customer experience through the entire customer journey.

In a business world where interactions with customers are increasingly digital, customer service that has a personalized, human touch matters even more.

We want to highlight some ways for you to create better customer experiences after someone is a confirmed lead. When you re-focus on your loyal customers, you not only improve customer retention, but also set the stage for brand advocacy. Read on for three key tips you can follow.

1) Personalize Your Customer Communications

One of the worst things you can do for your business is to treat already-paying customers like prospects, or to offer them deals that either aren’t applicable or appealing to them anymore.

It would be misguided to treat every one of your customer personas the same throughout your lead generation emails. Once your leads are your customers, it’s the same idea. Make a point of sending them sales emails that make sense for them depending on their purchase history.

For example, if you’re an ecommerce brand that sells women’s clothing, and one of your customers recently bought a particular style of skirt. You can use that information to send them an email recommending more items of clothing in that style, or make a point of notifying the customer when that style goes on sale.

Another important tactic is marketing appropriately to existing customers for recurring purchases such as hair care products. Sephora does an excellent job of nurturing their loyal customers and rewarding them with points for a rewards club.

For example, Sephora periodically sends emails with deals on items customers have bought in the past and might want to re-purchase or refill. By using data to send these emails in the right time, their marketing emails are actually useful reminders to cosmetics consumers who frequently replenish certain products on a regular basis. The more helpful you are to your customers, the better their experience and overall impression of your company will be.

2) Remove Redundancies

On any given day, your customers see plenty of repetitive marketing messages, many of which probably aren’t even relevant to them. As a customer of your company, someone should not be subjected to marketing materials that aren’t relevant to him/her.

Removing any possible redundant marketing messages from getting in front of individuals who are already paying customers is super important. Unfortunately, some businesses are not even cognizant of where these redundancies might occur.

For example, one commonly overlooked place for the wrong messaging to appear would be in a pop-up on a landing page. If your company has a call-to-action button that takes users to a landing page that displays the same pop-up regardless of who clicked it, that means existing customers might be seeing messaging for a first time customer discount or free trial when it’s not applicable to them.

After a while, this is aggravating and doesn’t inspire confidence. Find a way to differentiate between prospective, new, and long-time customers to create a consistently personalized experience across all digital interactions.

3) Repurpose the Content That Works

The content on your website (descriptions of services, case studies, blog posts, etc.) and all of your marketing materials should keep the customer experience front of mind. New content is great, and it’s important to keep producing fresh, engaging content to keep your current customers intrigued and impressed by your brand.

At the same time, you might be neglecting the opportunity to update and repurpose some of your high performance blog posts (the ones that helped to convert a large number of customers at the beginning of their journeys).

One idea for improving customer experience is to not just constantly promote your new content to them, but rather create personalized round-up of useful articles that you produced in the past for specific subsets of your customers. Bringing value to subsets, or segments, of your customers based on their demographics or purchase history is key to creating a memorable experience.

Not only are you providing them with content that probably interests them, but also the relevance of your marketing across channels will leave a positive impression. The goal is to bring value to your customers. Persistence and consistency in marketing to customers almost always improves experiences and is more memorable.

To Wrap It Up…

A successful customer experience strategy requires your marketing team to be cognizant of existing customers’ journeys and how to improve them. A common theme throughout this article is the awareness of who exactly your customers are, and acting accordingly. In simplest terms, the key to an impressive customer experience is about consistent and useful personalization.

Don’t fall into the trap of investing all of your resources into your prospects and neglecting the opportunities to nurture your customer base to become a strong foundation of advocates for your product or service.

Our team here at Chainlink can help you revamp your customer experience strategy to help your company’s marketing efforts achieve sustainable success. Reach out to us below to learn more about how we can help your business. Also, don’t forget to sign up for our newsletter for more exclusive tips and strategies.

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