Customer Experience Transformation for Returning Customers

Customer Experience Transformation for Returning Customers

by Audelia Boker Posted on Mar 07, 2018

Businesses with online operations have been put on notice: Returning customers are actively shopping for the best possible website customer experience. If a website fails to hold a customer’s attention, it risks being relegated into the annals of history, and lost forever. That’s why so many companies today are focusing their resources on developing attractive websites that reel in customers and provide for all their needs. It has been said that the Internet of Things has shortened the average user’s attention span to a few seconds. If a website is inherently unattractive, difficult to navigate, or offers a poor shopping experience, customers are going to look elsewhere. This is especially true of returning customers, who have previously shown loyalty to a company, and is the reason why customer experience transformation is so important.

Hallmarks of an Effective Customer Experience Transformation Strategy

Many businesses are blithely unaware of the reasons why their customers fail to convert. Before one can analyze the reasons for diminished ROI, low conversion rates, and high bounce rates, it is vital to understand things from the customer’s side. In other words: What attracts the customer, and what repels the customer? Is there too much information on site, or not enough information? Are the landing pages, homepages, and actionable buttons appealing and easy to use? Clearly, there is a wealth of data regarding customer experience transformation that needs to be analyzed by marketing departments, product managers, and various stakeholders.

Something as simple as a website that is not optimized for mobile use (Android and iOS) could immediately deter returning customers from completing a purchase. If a site takes too long to load – more than a few seconds – it will not be useful for the customer. This negative experience adversely impacts the website customer experience. The measurement of quantitative and qualitative data requires expert software that has heretofore been severely lacking in the marketing universe. When a customer’s every interaction with a company is digitally recorded, and every single moment they spend browsing the e-commerce platform is autonomously analyzed, this makes it much easier for a company to evaluate the efficacy of its marketing campaign, it’s website layout, it’s website optimization, and ultimately the customer experience.

The GlassBox Paradigm: Seeing is Believing

The website customer experience must factor in changing trends and preferences in the digital age. Today’s customers are more discerning than ever before. They not only expect excellence, they demand it. Customers have zero tolerance for websites that have not been optimized for mobile functionality. In the US alone, it is estimated that some 67% of shoppers are now using their smartphones and tablets for buying things online.

The customer relationship needs to be nurtured, and fomented across multiple channels with as much information and as little clutter as possible. People simply don’t have time to search a website for information that should be provided to them at the click of a button. There are too many competitors out there waiting to snatch up traffic from websites that don’t do a good job of maximizing customer experience.

Maximum website performance is a prerequisite for profitability and staying power in the online arena. Site search functionality, quick and easy navigation, useful photos, product SKUs, specs and other visual stimuli must be factored into the user experience. As for content itself, less is often more. Customers do not appreciate being overwhelmed with multimedia-rich content, long YouTube pre-rolls, saturated written media, and other redundant content.

It is imperative to adopt a customer experience solution that works. That’s why steps towards digital session replays of the customer journey are necessary. The only way to get there is by understanding where customers are dropping off the grid, and where customers are converting. By seeing everything from the customer’s perspective, it is possible to understand what their needs are. An intimate window into the customer journey through digital analysis of their every move is the only way to effectively understand things from the other side.

Steps Towards Digital Session Replays of the Customer Journey

Customer experience analytics software can work wonders in terms of optimizing the customer experience. Customers expect to be able to contact a professional support representative whenever a problem arises. Live chat, online forms, telephone, fax, and email are sacrosanct.  FAQs with AI intelligence software are certainly proving their worth as effective communication mechanisms too. Digital session replays of the customer journey finally unmasking the great mystery of the customer experience. The website customer experience can certainly be enhanced by an improvement in the company’s self-service offerings.

Presently, the digital experience is nonfunctional, with just 8% of customers rating companies’ self-service offerings as satisfactory. This leads to high levels of frustration and IT bottlenecks which do not serve businesses or customers well. Companies that fail to heed these warnings risk being out-muscled by competitive new entrants with an eye to an improved customer experience. Informed session replays of customer journeys through a website provide valuable data that is actionable, and geared towards higher ROI, increased retention, and better customer satisfaction.

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