The digital era has radically changed all areas of human activity, including business. Any market niches have become more competitive, thanks to which novice entrepreneurs and small companies have a chance to survive. With the help of innovative technologies, it is possible to build more effective strategies aimed at improving customer interactions. This is one of the most important aspects without which it will not be possible to work productively and maximize profits from your business. Let's find out how to better position your product on the market, forming the right brand image in the minds of consumers.
Back to basics
Customer experience is the impression of a company interacting with end users. As a business owner, you should first of all be interested in the feelings of people that arise when interacting with your product or service, employees, channels and systems. To make a general presentation and improve the quality of service and product, it is necessary to study both positive and negative reviews left by your customers on the site or in social networks. You can provide them with free probes for information.
Why is customer experience critical?
Many start-up entrepreneurs have absolutely no understanding of how valuable it is for them to interact with consumers. As a result of this, they make a huge number of mistakes and miss many opportunities.
According to experts, customer experience is one of the decisive factors in building an effective business model. It provides an opportunity to understand whether customers will continue to use your product and recommend it to their friends. By studying it, you can expand your customer base and stimulate sales, increasing people's loyalty to their brand.
But, as practice shows, most companies do not attach much importance to experience working with a client. They are too focused on achieving their goals. Modern digital products allow you to bring the product to a whole new level.
But it is equally important to take into account the user experience, since it forms an idea of the quality of the product. If consumers get negative emotions, then you can identify current problems and eliminate them.
What is the difference between customer and user experience?
Many beginners think that both terms are one and the same, but this is far from the case. Consumer experience is a combination of all consumer interactions with a company. It covers customer service, product sales, pricing policies, logistics and brand consistency.
For customer experience, the following parameters are characteristic:
-
loyalty index;
-
customer satisfaction;
-
result of efforts on the part of customers;
-
outflow rate;
-
retention coefficient.
These parameters allow you to get comprehensive information about business performance and product quality. With this data, you can adjust your marketing strategy and adapt it to current market realities.
Customer life span
This metric characterizes user interactions with digital products such as a website, mobile application, or software.It considers the graphical interface, navigation, information architecture, visual hierarchy and other criteria in terms of ease of use. When calculating the following indicators are taken into account:
-
success;
-
rejection rate;
-
error rate;
-
duration of use;
-
number of clicks made.
Evaluation of the indicator involves the processing of a large amount of information, which requires a lot of effort and time. Due to the complexity of the process, many entrepreneurs do not pay any customer life expectancy, which is a big mistake.
Business performance improvement
As noted earlier, customer experience can help you work more productively. To improve your strategy, you must:
-
Get to know your customers.
-
Form a vision for interacting with them.
-
Map consumer travel.
-
Develop a good UX design.
To better understand what these steps are, let's dwell on each of them in more detail.
Meeting customers
To improve the quality of service, you must clearly understand who uses your products or services. The main task is to find out what affects the decision of consumers when making purchases. This is very important because it is impossible to change anything without understanding the essence of what is happening. After you have all the necessary information at your disposal, you can create a detailed image of the client, which should contain demographic data, identifiers, goals, as well as problems and solutions.
Vision of interaction
This is the next step after meeting with the client. But what is a vision? This term refers to the feeling of potential consumers from getting to know your brand and using goods or services. For example, you want customers to intuitively purchase your product and receive only positive emotions from it. This can only be achieved if all employees clearly understand all your goals. The formation of a vision will optimize work processes, as well as make them less time-consuming.
Customer Travel Card
This is another important step, without which it will not be possible to achieve high sales. The travel card provides an opportunity to penetrate the consumer’s head and unobtrusively lead him to make a purchase. It is a visualization of an end-to-end process that provides insights into customer decision making. Its main task is to identify all the common ground that customers encounter when interacting with your company and products.
Properly compiling and using a travel map will allow you to receive a large amount of important information from customers about your brand, as well as identify all its positive and negative sides. This data plays a key role in optimizing strategy, serving customers and increasing sales.
Good UX Design
This is the last stage, which many entrepreneurs do not pay due attention to. Your website and mobile application should be easy to use, work quickly, have an attractive appearance and navigation. This is very important because it will not suit anyone if the open page takes a long time to load or it is impossible to find the section of interest.
Conclusion
Now you know the basic secrets of building good customer relationships and establishing productive work. If you can implement the above aspects in your company, then take the business to a whole new level and you can increase your profits several times.
Communication with customers is a very important aspect when conducting your own business. Therefore, give it special meaning. Otherwise, the lack of sociability can lead to disastrous consequences.