The customer experience refers to the perception that customers get after all their interactions with a brand before, during and after making a purchase in any channel.
It is usually one of the concepts that most online stores take into account when creating their sales strategies, since a bad experience will prevent customers from returning to make new purchases in the future. In the end, the customer's perception is created through all the emotions that the customer has experienced throughout their journey in your eCommerce. And each of these perceptions will generate a subjective opinion in the customer that will have a direct impact on the customer's behavior with the brand.
How to drive the customer experience throughout the entire Customer Journey?
It is important to know that customers will determine their experience considering the before, during, and after their purchase. It will also reflect the customer's satisfaction, loyalty and trust in your brand.
Pre-purchase experience:
Offer information about the brand, and the product
Show reviews from other customers
Live Chat and FAQS section
Manifest the commitment, values, mission, and vision of the brand
Experience during the purchase:
Offer quality content: text, video, and 3D images
Allow different payment methods
Offer special promotions and personalized discounts
Have a loyalty system in place
Post-purchase experience:
Ask the customer about their experience and satisfaction
Provide good post-purchase support: returns and exchanges
Allow a real follow-up on the status of the order
Send information and discounts on products of interest
What are the main factors that influence the online Customer Experience?
There are four fundamental elements when it comes to a positive customer experience while buying a product through an eCommerce: ease, accessibility, trust, and security.
It is just as important to offer customers the product they are looking for, as it is to offer them the experience of buying it in a pleasant and comfortable environment.
In addition, it is essential to take into account that, nowadays, it is very easy to access the opinions and reviews of other customers who have previously purchased from any online store. So, any user can read them and be guided by them before deciding whether to buy a product in a specific online store.
For this reason, it is essential to take care of aspects such as web usability, product information, returns, deliveries, customer service, checkout, reviews, after-sales service, shipping costs, and information about the online store itself, among many others.
How will the Customer Experience influence your eCommerce?
Creating and maintaining a positive and close Customer Experience will provide you with the opportunity to take advantage of benefits such as:
Creating an emotional bond with the customer
Capture new customers
Increase conversion rate
Improve customer loyalty rate
Enhance brand reputation
Satisfy customer needs
Moreover, if you manage to make the customer experience unique, you will make the customer become an ambassador of your brand. If they are happy with the product and service delivered by you, they will recommend you to others, so it is essential to keep your customer experience management in constant evolution so that it can significantly improve the results and profitability of your business. ¿Let's talk?
