5 methods to make use of expertise for a greater digital buyer expertise | Tech Highlight
Nikoletta Bika, a senior content specialist at Acquire, shares five technologies retailers can use to keep customers interested and provide customers with a better experience at every stage of their shopping journey.
The digital customer experience (the result of all online customer interactions with your brand) is the driver for every buying process. This is because customers’ impressions of your online presence influence their purchasing decisions and engagement.
No wonder, then, that customer experience outperforms pricing and product as a top priority for businesses.
And this is where technology comes in: the right tools can do wonders for the digital experience and contribute to a smoother customer journey, from the moment they land on your website to the moment they make a purchase and beyond.
Curious how? Let’s take a look at the best technologies and methods to improve the digital experience for your customers.
Implement live chat
If your customers need help shopping or navigating your website, who will they ask? After all, it’s not like a sales rep is ready to help out like you do in physical stores.
Well, live chat is the best you can get in terms of the immediacy of service that people have in store for you. Visitors can message your team as soon as a problem arises and get the support they need – from product recommendations to clarifications to solutions.
In fact, live chat has been very popular with customers as a way of communicating with companies. Research shows that over 41% of customers now expect to see live chat on your website.
So the question is not whether you should have this channel available, but how you are going to get it right. Two important considerations in particular are: choosing a platform that is integrated with other channels – so that you can easily move customers to the channel of their choice and get a unified view of customer history and details – and making sure your employees have the right skills offer great service through live chat
Take advantage of cobrowsing
Cobrowsing is one of those technologies that is not very well known, but is very likely to cause an “aha” moment to anyone who learns about it. This means that they are undoubtedly helpful in enhancing the digital customer experience, and in a way that cannot be compared to any other technology.
What do we mean by that? To explain, think about how we communicate through online calls. At a time when remote working is becoming more common (exacerbated by the pandemic), most of us share our screens with clients and colleagues to illustrate what we’re talking about. Now imagine if you could actually interact with your client’s screen and show them doing things they are having trouble with, or even doing those things for them (like setting up an account). Well, you can and safely with cobrowsing.
Because cobrowsing improves communication, it also has direct business benefits. Customers can solve their problems faster without wasting time explaining what they see on their screen, reducing customer support costs. Faster and smoother service also makes people happier.
Start your own chatbot
Ah, those chatbots. They’re the talk of the town, and for good reason – they’re there 24/7 to support your customers when your team is away. They can be fun, informative, and even capture leads for you instantly.
In fact, there are quite a number of chatbot use cases in different industries and functions that can help you better serve your customers. For example, they can:
• Answer repetitive questions to relieve your team of more complex tasks and reduce costs.
• Help navigate by suggesting pages or answering questions.
• Collect data and customer data to move customers through the sales funnel.
• Offer recommendations to increase sales.
• Provide immediate and consistent support.
And much more. So a chatbot is an opportunity to always be up to date and responsive to your customers’ needs rather than asking your agents to work night shifts or rent in different time zones without the resources to manage remote teams. The most important considerations are creating the right chatbot scripts and designing your chatbot to converse with different types of users in different situations.
Use analysis tools
Tools like Google Analytics, HubSpot, Hotjar, Hootsuite, and other similar platforms give you insight into who your customers are and how they behave, and measure their opinion on the digital experience you are offering them. (e.g. via NPS surveys).
This knowledge gives you the information you need to improve that digital experience. For example, you can remove bottlenecks in the customer journey that your customers are talking about. Or, you can personalize your interactions with them by placing the right type of call for action in the right places or recommending relevant products. This works on an individual level as well as on a larger scale.
For example, let’s say you see a particular customer viewing your sporting goods a lot. Based on this, you can set up your chatbot to recommend relevant products or take these insights into account when launching email campaigns and ads.
An example that marketing expert Neil Patel mentions on his blog is how ice cream company Ben & Jerry’s A / B used analytics technology to test an advertisement for a new product launch.
At the population level, you may find that Australian customers like more pictures, while European customers like more data presented to them. This can help you make decisions about how information should be presented for each region.
Revise your website design
Every business needs to make sure that their website is aesthetically pleasing and easy to navigate. And that’s because your prospects are most likely to check out your website before they buy from you, and if they don’t like it, they are likely to think less about you. (Did you also know that visitors form an opinion on your website in 0.05 seconds?)
So make sure your design team is following website design best practices. This includes using data from tools like Google Analytics, Ahrefs, SpyFu, Optimizely, and others to plan ahead and ensure that the website’s appearance will suit your customers’ preferences. Then make sure your design team is equipped with well-made technology to do the actual design and development, e.g. B. Figma, Invision, Balsamiq and Zeplin.
Digital experience is difficult
The truth about the digital customer experience is that it is complicated – after all, it involves every single interaction or channel that your customers go through. This means that you need a lot of planning to understand what your target audience wants and how they can deliver it (e.g. mapping the customer journey).
However, using the five technologies above is a surefire way to keep your customers interested and give them a better experience no matter what stage of their journey they are at.