- Infographic: Holiday shopping on Twitter
- 4 things to Tweet about this Halloween
- 5 influencer marketing myths holding your growth strategy back
- What businesses around the world can learn from Japan
- Device and conquer: Global consumers let their fingers do the shopping
- 5 ways marketers are building better brands
- 5 ways to increase your Tweet engagements with emojis
- 4 steps that drive success with personal branding
- How to create and use hashtags
- How valuable are your followers?
- 3 ways to tap into trending topics on Twitter
- How to: Advanced search on Twitter
- How Quick Promote can get you noticed on Twitter
- See successful followers campaigns
- Top hashtags and keywords to use for Halloween
- 4 ways businesses can use Twitter Polls
- How to get your Twitter profile ready for the holidays
- The holiday marketing calendar you need
- How a retail company increased holiday sales with Twitter
- Have your holiday questions answered by the experts
- How a startup found success with Twitter Ads
- 6 things to Tweet about this Thanksgiving
- What to Tweet about this fall
- How to use Twitter to increase foot traffic
- How to prepare your business for Cyber Monday
- How to tap into mobile trends and increase in-store holiday purchases
- How to create stand-out Twitter Ads this holiday season
- Small Business Saturday checklist: How to get your business ready
- Top hashtags and keywords to use for Thanksgiving 2016
- The top 10 trends driving marketing in 2017
- See how to reply to customers on Twitter
- #TweetHour recap: How to stand out during the holidays
- What to Tweet this winter holiday season
- How to: Make a Twitter Moment that shows off your year
- 5 tips to make your holiday promotions stand out
- How to incorporate video into your content strategy
- See how to Tweet about gift giving holidays
- Recap: Twitter Ads experts answer your campaign questions
- Top hashtags and keywords to use to bring in 2017
- 4 ways to use the New Year to promote your business
- Our favorite articles of 2016
- 10 tips for choosing the best graphic designer
- 3 ways to create a consistent visual brand on Twitter
- 10 tips for launching your first mobile app marketing campaign
- How to plan for success in 2017
- Periscope tips: a conversation with @BoopFashionista
- 5 ways to step up your brand in 2017
- How to do influencer marketing right in 2017
- Customer journey mapping: What you must know
- The secret to more effective paid campaigns? Better organic content.
- How to manage your Twitter Ads campaigns with Flightly
- February lineup: Your essential marketing calendar for the month
- #TweetHour recap: Building your personal brand
- What to Tweet this Valentine's Day
- 4 do's and don't's of Twitter images
- Want to build strong influencer relationships? Focus on ease and value
- Top hashtags and keywords to use for Valentine's Day
- Tips for entrepreneurs: A conversation with Larry Kim
- Courting an influencer
- 8 ways to energize your B2B content marketing strategy
- Interviewing marketing freelancers? Ask these 6 questions
- March lineup: Key dates to help plan your marketing campaigns
- Hidden Twitter tricks from a social media manager: the media library
- How brands can reach a second screen audience
- Meet the awareness campaign
- 6 things to Tweet this spring
- Spring clean your Twitter profile
- How better quality whitepapers can improve lead generation
- Top hashtags and keywords to use this spring
- It's now easier to manage the payments and billing of your Twitter Ads
- 5 Periscope tips for your brand
- #TweetHour recap: How to leverage influencer marketing trends
- How to use Tweet threads
- 5 tips for writing effective Twitter Ads copy
- How to use Periscope 360 for your brand
- How to spread your message with the awareness objective
- April lineup: Key dates to help plan your marketing campaigns
- 5 things to Tweet this Easter
- How to create evergreen content with lasting engagement
- What micro-influencers can do for your brand
- The psychology of shareable content
- Top hashtags and keyword to use for Easter
- 7 tricks to produce content on a budget
- Data-driven tips for B2B marketers on Twitter
- What is relationship marketing?
- Mobile shopping doesn't mean skipping the store
- Content marketing myths that businesses need to stop believing
- How to fill holes in your content calendar
- Are you ready to handle your next company crisis on Twitter?
- Who to follow for National Small Business Week
- Is your marketing strategy protected against changing buyer behavior?
- 6 articles to help you craft your Twitter strategy
- How to start a content marketing campaign with no money
- How to make announcements on Twitter that build engagement
- Twitter named one of the top trusted brands for social and digital marketing
- May lineup: Key dates to help plan your marketing campaigns
- 4 must-read articles for lean marketing teams
- What you can learn from your agency's social media feed
- 4 articles to help your brand succeed with smart design
- 5 things to Tweet this Mother's Day
- Top hashtags and keywords to use for Mother's Day
- 6 things to Tweet when attending a conference
- How to choose your hero stat
- Why goals matter to influencer marketing success
- 5 interesting ways to share your brand story
- 5 tips for more effective influencer marketing
- 5 things to Tweet this June
- Why you should focus on native and video advertising
- 7 tips for creating engaging content every day
- Before you hire a video production team, answer these important questions
- June lineup: Key dates to help plan your marketing campaigns
- Top hashtags and keywords to use this June
- Hidden Twitter tricks from a social media manager: Tweet scheduling
- 3 ways brands can harness video on Twitter
- How to use Twitter analytics to plan more impactful Tweets
- 5 things to Tweet this Father's Day
- 5 tips for responding to customer mentions on Twitter
- Is your company giving video the love it deserves?
- Top hashtags and keywords to use for Father's Day
- What people want out of video content
- 3 ways to incorporate video into your everyday content
- Brand yourself — personal branding for business owners
- #TweetHour recap: How to incorporate video on Twitter
- 3 data-driven, engagement boosting ideas for lifestyle brands
- Need Tweet ideas? Here are 6 things to Tweet this July
- Repurposing your influencer marketing content for maximum value
- 5 data-driven tips for scroll stopping video
- Short video content: Creating a strategy for snackable videos
- July lineup: Key dates to help plan your marketing campaigns
- Top hashtags and keywords to use this July
- #TweetHour recap: How to produce engaging video
- Video success story: MailChimp
- Need blog post ideas for your business?
- Creative, less-than-obvious ideas to promote your whitepaper on Twitter
- 3 reasons videos capture Twitter's mobile audience
- How do I create a blog editorial calendar that works?
- How to tighten up your content marketing strategy during a slow summer
- How to improve your Direct Message conversations with customers
- 7 articles to help you craft the perfect Twitter Video strategy
- How ClassPass does customer service replies
- 7 blog post ideas that will engage your readers every time
- August lineup: Key dates to help plan your marketing campaigns
- 6 tips for nailing your chatbot content strategy
- How to create personas and map content to the buyer journey
- 6 PR trends to check out in 2018
- 5 demand generation problems B2B marketers should be prepared for
- Organize your Twitter strategy around content pillars
- Artificial Intelligence: Terms marketers need to know
- Get help with Twitter Ads
- How often should I publish content? Content marketers on their cadences
- How to promote your Twitter chat
- 5 Twitter content formats that influence purchase behavior
- Customer care: 7 ways to provide stellar customer service on social media
- September lineup: Key dates for Twitter marketers
- Defining your brand voice with Tweets
- Q&A: HelloFresh's Sr. Social Media Manager shares tips on developing your social strategy
- 10 creative ways to repurpose your data visualizations
- August roundup: Creative Tweet examples and marketing campaigns
- The dos and don’ts of hashtags
- Email marketing strategies to drive ROI
- How to align Twitter content to your marketing objectives
- A thank you to our community
- Q&A: How fashion start-up Rothy's uses Twitter to drive brand awareness
- How to say more with short Tweets
- 3 reasons content is still king in the age of influencer marketing
- Get to know your followers with Twitter audience insights
- The 6 essential elements of an effective marketing strategy
- October lineup: Key dates for Twitter marketers
- Everything you need to know about Twitter Moments
- 3 ways to build a brand narrative with short-form content
- September roundup: Creative Tweet examples and marketing campaigns
- 7 key steps to choosing the right social media influencer
- Q&A: How Sticker Mule creates Tweets that drive engagement
- The most important media and PR trends for 2018
- How to build an editorial calendar that gets results
- 5 brands that created Tweets for omni-channel marketing campaigns
- How to use GIFs to strengthen your brand
- 9 ways to turn ebooks into fresh content
- 3 things to consider when planning your 2019 ad budget
- Create a successful content marketing strategy
- Do you have a goal for your marketing email
- 5 effective ways conference presenters can use Twitter
- Content Marketing Institute shares blogging tips for B2B marketers
- Q&A: How InVision uses Twitter Ads for event marketing
- 7 ways to create Tweets that support your omni-channel marketing
- November lineup: Key dates for Twitter marketers
- The pros and cons of AI in marketing
- The state of B2B content marketing 2018: Top stats and takeaways
- The power of branded illustrations and animation in content marketing
- 3 ways your brand can start leveraging Video Website Cards
- Creative roundup: Standout video campaigns from brands on Twitter
- Buffer shares how the role of a social media manager is evolving
- Budget series pt. 1: How to determine your paid social media budget for 2018
- Q&A: How a mobile app increases downloads with Twitter Ads
- 6 tips for a successful 2018 content strategy
- Gated vs. ungated: What content marketing pieces generate leads?
- Small Business Saturday 2017 checklist: 4 ways to get your business ready
- How to use content marketing tactics for internal communications
- Introducing Twitter Promote Mode
- 6 things you need to know to craft a compelling client Twitter strategy
- Learn how to create better Tweets with the Twitter Assistant
- Public relations trends: PR with visuals
- 2018 marketing predictions from the C-Suite
- Budget series pt. 2: How to allocate your paid social budget
- Simply Measured shares their social media listening tips
- Q&A: The marketing team behind @SimonBooks shares tips on creating impactful organic and paid content
- How to split the workload with your creative content agency
- December lineup: Key dates for Twitter marketers
- Budget series pt. 3: How to ask for more paid social budget
- How to encourage user-generated content for your brand on Twitter
- 4 tips for providing effective customer support on Twitter
- 4 recurring hashtag trends that will make your Tweets more impactful
- 7 ways to maximize your online marketing budget
- How to get the most ROI from your branded content
- 5 brands that effectively use Twitter share their tips
- The secret to an effective hashtag campaign
- How to prove your content marketing success to your boss
- 5 articles to help your brand craft a 2018 marketing strategy
- 4 ways to build your thought leadership influence on Twitter
- UX and SEO best practices for multimedia content
- Evernote shares tips for getting organized in the new year
- Is your content creating the emotional connection your audience needs?
- January 2018 lineup: Key dates for Twitter marketers
- Q&A: How B2B brand Airtable sees success on Twitter
- Boost your website traffic with these 3 social media tips
- Insider tips for creating a Twitter marketing strategy
- 7 useful insights you can learn from Twitter analytics
- 6 ways social media managers can deliver a great Twitter experience
- 7 research-backed ways to connect with Gen Z on Twitter
- How to measure demand generation: 13 expert tips
- February 2018 lineup: Key dates for Twitter marketers
- How to use social listening to leverage customer conversations
- Beyond vanity metrics: 4 ways to track how your Tweets are performing
- How to measure brand awareness: 4 key steps
- Q&A: A CMO's insight on using Twitter for establishing thought leadership
- Branding and brand marketing, defined
- AI is changing marketing as we know it, and that's a good thing
- Millennials, AI and transparency: 10 predictions for 2018
- 6 ways marketers can use Twitter Polls
- 5 marketing metrics that don't mean what you think they do
- How a competitive audit can give your brand a leg up
- Creative roundup: Examples of brands using 280 character Tweets
- How Tweeting can help you write better blog posts
- March 2018 lineup: Key dates for Twitter marketers
- Q&A: Justworks' Social Media Manager shares tips on creating a B2B social strategy
- 12 things you need to craft a content strategy that really works
- 4 tips for creating consumer-centric content
- How to use competitive intel to make your Twitter account stand out
- 4 tips for brands Tweeting during major live events
- Q&A: DoorDash's Social Media Manager shares his Twitter tips
- Guest posting 101: Why guest posting is one of the best blogger outreach practices to use
- 4 ways authenticity can upgrade your content marketing
- 3 ways healthcare brands use Twitter to improve health
- How to find a balance between quality and quantity in content marketing
- Getting started with Twitter Ads: 3 questions to consider
- Are your social campaigns infused with a brand persona?
- Use word-of-mouth data to drive creative content campaigns
- When content marketing turns smart: How data can help creativity
- 3 ways to ensure the long-term success of your content marketing strategy
- April 2018 lineup: Key dates for Twitter marketers
- Creative roundup: 4 brands that take Twitter customer service to the next level
- The 7 biggest secrets of social media influencers
- A journalist's 12 tips to writing content
- Make it live, make it lively: How Periscope powers brands
- How agency Bloomerang Solutions expanded its services with Sprout Social Chatbots
- How to get started with data-driven storytelling
- How to use Twitter for social selling
- 5 standout examples of agencies on Twitter
- How to develop a Direct Message strategy to connect with customers
- Q&A: UK publisher Pan Macmillan shares their Twitter Ads tips
- May 2018 lineup: Key dates for Twitter marketers
- 5 ways to use video to have conversations
- Creative roundup: UK brands on Twitter
- Q&A: Creative agency NAIL shares their Twitter tips
- Tips on writing for email vs. writing for social media
- 7 tips for a kickoff meeting with your remote agency
- What to Tweet: 6 ways to get unstuck when you're out of Tweet ideas
- Guide: How to create a social media crisis management plan
- Creative roundup: 6 ways brands use Twitter for HR and recruiting
- How to use event targeting on Twitter
- June 2018 lineup: Key dates for Twitter marketers
- Q&A: How an e-commerce brand created a community on Twitter
- From campus tours to live lectures: Tips for Universities marketing on Twitter
- 5 ways to connect with Twitter sports fans during the 2018 FIFA World Cup
- 6 best practices for In-Stream Video Ads on Twitter
- What Twitter KPIs should you be tracking?
- Define your “why” for Twitter success
- 4 things to consider when building your brand’s Twitter strategy
- Q&A: University of Manchester shares their advice on Twitter for universities
- July 2018 lineup: Key dates for Twitter marketers
- 6 tips for creating standout Twitter Ads
- 5 ways to find and hone your brand voice
- An easy way for agencies to manage multiple Twitter Ads accounts
- Building a B2B communications strategy around owned, earned, paid and shared
- How to nail down your brand's tone and voice
- 4 smart media planning steps every agency should take
- 4 key considerations when building a Twitter Ads campaign
- 4 emerging video formats that drive performance on Twitter
- August 2018 lineup: Key dates for Twitter marketers
- Engaging with your audience through event Tweeting
- 5 tips for developing a smart brand strategy
- Tweet inspiration: Why you should Tweet like a tourism brand
- In-house contractors vs. outside agency: What exactly does your marketing need?
- Creative roundup: Examples of brands using emojis in their Twitter strategy
- 5 tips for getting your brand noticed on Twitter
- September 2018 lineup: Key dates for Twitter marketers
- Video advertising best practices for Twitter Video Ads
- Creative roundup: Examples of impactful video campaigns on Twitter
- 5 unique challenges for mobile product managers and how to handle them
- Q&A: How SkipTheDishes increases brand awareness and conversions with Twitter Video Ads
- October 2018 lineup: Key dates for Twitter marketers
- 5 ways to deepen audience engagement during events
- Creative roundup: 5 examples of brands Tweeting during events
- Examples of effective Holiday marketing on Twitter
- 3 reasons to try conversation targeting on Twitter
- Q&A: How ManageFlitter uses Twitter chats to connect with their audience
- How to incorporate trending topics into your Twitter strategy
- 5 ways to boost brand buzz before Christmas
- Do more with less — maximize any video budget
- How to use Twitter Moments to connect with customers
- How to use storytelling to craft better Tweets
- 4 ways to feature products in your Twitter campaigns this gift-giving season
- 10 tips for standout Christmas ads on Twitter
- Micro-influencers and where to find them
- Behind the buzzword: What “authenticity” means for your marketing strategy
- #Proofing: 6 steps for ensuring quality Tweets
- 5 content marketing trends to watch in 2019
- 6 ways to reach last-minute Christmas shoppers on Twitter
- How to plan your holiday Tweet schedule
- November 2018 lineup: Key dates for Twitter marketers
- 5 customer care trends for 2019
- What you should be doing now to get your business ready for the holidays
- 5 Twitter tips for winning Black Friday and Cyber Monday
- 4 ways to use video during product launches on Twitter
- Tips for Q4 success: How to finish the year strong
- Twitter tips: 5 ways to use video in your holiday marketing campaigns
- 4 creative best practices for mobile app campaigns on Twitter
- 6 ways brands use Twitter on Black Friday and Cyber Monday
- 5 ways to handle Tweeting during the holiday season
- 5 ways having a personal Twitter account steps up your ad game
- Creative roundup: How agencies can get in the holiday spirit
- December 2018 lineup: Key dates for Twitter marketers
- 11 actionable tips for chatbot success in 2019
- 5 Twitter resolutions to make for the new year
- 5 insider tips for using Twitter in 2019
- 5 ways to turn employees into advocates on Twitter
- 2019 Twitter marketing calendar
- 5 ways agencies can showcase their culture on Twitter
- How to use Twitter to build B2B thought leadership
- Meet "Character Count," the @TwitterBusiness podcast
- March 2019 lineup: Key dates for Twitter marketers
- [Webinar Recap]: 7 keys to Twitter success
- How video is reshaping digital advertising
- Character Count Podcast: Monterey Bay Aquarium
- 5 steps to build a powerful editorial calendar for your business
- How to scale production of high-quality short videos with freelance talent
- April 2019 lineup: Key dates for Twitter marketers
9 secret ingredients to a great customer experience strategy
Arrow down icon
- 5 takeaways from our conversation with Dropbox
- What content appeals to your audience and converts best?
- The top video trends shaping marketing
- @SimonBooks brings a legacy brand to a new audience
- 4 ways to tell your brand story on Twitter
- Creative tips: How to tell your brand's story with video on Twitter
- 4 things to Tweet this Mother’s Day
- 4 ways agencies use analytics to drive Twitter strategies
- @Grindr starts a kindness campaign
- Common pitfalls of content marketing and how to avoid them
- May 2019 lineup: Key dates for Twitter marketers
- 5 Twitter pro-tips from educational toy company @TeamKano
- How to use Twitter analytics to grow your business
- 5 ways to connect Twitter to your CX plan
- Be strategic with your video content
- 8 content marketing mistakes that reduce conversion rates
- Mini-episode: Q&A with our very own Social Media Coordinator
- June 2019 lineup: Key dates for Twitter marketers
- Top tips from Twitter's Customer Success team
- How to build brand engagement in a cluttered digital landscape
- Tips for creating an engaging ads campaign targeting summer events
- Get ready for summer: 3 tips for planning your Twitter Ad campaigns
- 4 engaging Twitter Poll ideas for businesses
- How one startup uses Twitter Ads to connect with customers
- Expectations vs reality: How 5 brands shook things up on Twitter
- Creative roundup: 4 best practices for short video on Twitter
- 6 tips for providing world-class CX on Twitter
- Creative roundup: 4 tips for launching new products on Twitter
- July 2019 lineup: Key dates for Twitter marketers
- Creative checklist: 5 ways to maximize your video campaign on Twitter
- 8 tips to improve your social media presence
- Need Tweet inspiration?: 20 creative ideas for your brand to Tweet
- Combating Tweeter’s block: How to break out of a creative rut
- August 2019 lineup: Key dates for Twitter marketers
- Best practices for back to school marketing campaigns
- 4 ideas for creating video content with your phone
- 6 ways to use GIFs in your Twitter strategy
- September 2019 lineup: Key dates for Twitter marketers
- How video on Twitter can help your business
- Introducing the Twitter Agency Playbook
- The dos and don'ts of Halloween hashtags
- Creative roundup: 5 creative ways B2B brands connect with audiences on Twitter
- 3 tips for choosing the right Twitter Ads campaign
- How digital agencies use Twitter to drive marketing strategies
- October 2019 lineup: Key dates for Twitter marketers
- How and why to A/B test your Twitter Ads
- 6 engaging Tweet ideas for the holiday season
9 secret ingredients to a great customer experience strategy
We occasionally feature relevant content from thought leaders in the industry. Here, Eyal Katz shares why e-commerce brands should prioritize building a thoughtful customer experience strategy.
Service with a smile may not work in the e-commerce world, but providing a positive customer experience is still essential.
Customer experience is a term used to categorize and describe the experience a customer receives while interacting with a business’s marketing and sales messages.
Ideally, these interactions will make up a “path to conversion”, also called a customer journey, that facilitates the progression of a potential customer from the introduction to the completed sale and beyond.
It might seem like a relatively new concern for e-commerce companies looking to improve conversion rates and sales on their websites but before the online shift, brick-and-mortar retailers focused on customer experience for many years by using upsell bins, improving store design, and optimizing POS and checkout.
In fact, for traditional retailers, like Abercrombie & Fitch, Build A Bear, and Nordstrom, customer experience has been successfully employed to differentiate themselves from their competitors and create a brand synonymous with quality.
This emphasis has also impacted the bottom line for these companies. Forrester reports that improving CX can increase profitability by more than 500%, as well as reducing customer acquisition and employee hiring costs.
What is a positive e-commerce customer experience?
CX starts with engaging customers with relevant events well before the sale and continues after the sale with advocacy and brand loyalty.
What goes into creating a positive e-commerce customer experience?
- A user-friendly website
- A rapid checkout process
- Personalized shopping experiences
- Clear product pages
- Easy returns
- Outstanding customer support
If your analytics dashboard is showing an increase in repeat traffic that’s a pretty good indicator of great customer experience. Bonus points go to positive customer experiences that not only bring in repeat business but also turn those customers into advocates for your brand that spread the word.
What is a customer experience strategy?
A customer experience strategy defines, describes, and details on how to deliver a positive and meaningful customer experience across all sales and marketing channels. However, in 2019, as online customer journeys become increasingly complex, creating an omnichannel CX strategy is complicated. To name a few, a CX strategy should consider factors such as marketplace data, consumer research, and vision and should specify how to improve key areas, including:
- Ease of use
- Ease of purchase
- Catering to individual customer needs
An effective customer experience strategy involves all departments in a company. By doing so, your company will be able to create a unified effort and process designed to improve the customer experience.
How can your company create or improve a customer experience strategy? Here are nine tips to get you started.
The 9 secret ingredients for a great CX strategy
Define the right style
Your CX strategy changes depending on the predictability of your market, and to every market, there is a different strategic style. The Harvard Business Review, suggests the four strategic styles below. They include:
- Classical: This style is best for companies that operate in highly predictable industries. Companies utilizing a classical style build a favorable market position by planning well into the future, and remaining with the same strategy for several years. Ask yourself: Can I sustain my customer experience strategy for many years forward?
- Adaptive: This is best for companies in unpredictable industries. Such companies require a more adaptive strategy that can be easily and rapidly changed. Ask yourself: Is my infrastructure one that can change rapidly? Is the decision-making process quick and easily adaptable?
- Shaping: This is one step beyond the adaptive style. While it too changes frequently, it focuses beyond the boundaries of the company to define new markets, standards, and business practices. Ask yourself: Do I leave room for market feedback to power rapid decision making?
- Visionary: This bold and entrepreneurial style can create entirely new markets or visions, and views the environment as a way to be molded to a company’s advantage. But it’s more similar to a classical strategy because companies take calculated steps to reach goals without switching tactics. Ask yourself: What does the future hold for the industry and how can we provide a customer experience that disrupts it?
Which CX strategy style is the right one for your e-commerce business? It depends on many factors such as your offering, management styles, human resources, technological infrastructure, the market, and several other factors.
Products that have rigid demand, a high percentage of repeat customers, and a small number of competitors, such as B2B e-commerce, are better suited for the classical approach. Apparel, however, which is characterized by high competition and lack of product differentiation, is a good match for the adaptive model.
A shaping or even a visionary strategy is great for e-commerce brands looking to differentiate themselves and stay ahead in a competitive market but, at the same time, can sustain the long term vision necessary to facilitate it.
Create a journey for your strategy
While it doesn’t have to entertain, a good strategy should tell a good story. First, ask yourself what is the correct place to start? Some might start with detailing the goals up front. Some might prefer to opt for a “problem-solution” type of story, which details current challenges and their solutions.
Second, establish a theme by asking what is the main point of your customer experience strategy? Like any good story, your strategy should have a build up to a literary climax. For example, in the “problem-solution” model the climax is reached when presenting suggested solutions and their foreseeable outcomes. Finally, a good strategy brings it all together with a solid conclusion.
Map your customer data
Map out the touchpoints, collect data, and figure out how to optimize the process. We all collect data. However, for your data to effectively fuel decision it should address questions such as:
- How do customers find you?
- Why do they choose you over your competition?
- How easy is it for them to browse your website?
- Is your website mobile-friendly?
- Are the product images clear and compelling?
- How quickly can they check out?
- What is their unboxing experience like?
- How easy is it for them to leave reviews?
- What sort of incentives do they receive to purchase again?
- How (often) do they receive customer support?
Go for omnichannel
Striving for an omnichannel experience is an important part of an effective CX strategy. Omnichannel businesses provide customers with a seamless integrated shopping experience, whether it’s from a desktop, a mobile device, by phone or in a brick-and-mortar store.
No matter where they shop, customers receive the same experience and messaging through every channel. The result is an effortless shopping experience.
When creating a CX strategy, it’s necessary to keep in mind the omnichannel experiences that most customers will traverse.
Therefore, if you presently operate an e-commerce brand, map out your current customer journeys across all channels (A). Then, map out the desired customer journeys expected to improve conversion rates, reduce acquisition costs, and boost overall revenue (B). Finally, your customer experience strategy should detail how to get from A to B.
Focus on the customer
Always maintain a customer-centric approach. Ask yourself: What do my customers want? And what is the best way I can provide it?
Don’t assume that you know what is best for your customers. Spend time talking to them and collecting data. Find out what is important to them, why they choose the products that they do, and what matters to them when they shop. Focus on their needs. It’s all about them.
For most of you, a/b testing, user recordings, and VPN solutions are already being implemented to learn about how your customers interact with your web properties and apps. However, in 2019, the main issue impacting the customer journey and reducing online revenue will be malware and, more specifically, malvertising.
For example, Dollar Shave Club recently discovered that over 10% of their website visitors received malware advertising while on their website, which resulted in fewer subscriptions.
The ideal customer
Get to know the people who are frequenting your website. If you are losing customers, find out why. Was the customer ready to buy? Was the customer the right fit? But be sure to also study the profiles of your best customers so you can understand what you are doing right.
Using all the information, come up with a description of your ideal customers, and then create a better customer experience with them in mind.
The ideal journey
Using your customer data to address areas that should be improved, map out the ideal customer journey. Ultimately, it should be an experience that allows your customers to easily find what they are looking for, quickly purchase it, and then return to buy more.
Research assets, cost analysis, and KPIs
What will it take to implement your CX strategy? Make a list of the assets you have and will need to deliver the strategy. Consider what sort of impact the strategy will have on resources, but be sure to show the expected return for these expenditures.
Create a timeline
Customer experience management involves lots of touchpoints and its optimization is a cross-departmental undertaking.
Keep in mind, different departments have different goals, so map out a timeline and prioritize. Is it more important to focus on discovery or retention? Should your e-commerce store first be optimized for mobile or should it concentrate of providing better customer service?
Your team will need to agree on what is best for your particular e-commerce company. Create a reasonable plan, with the ultimate goal of achieving a truly seamless customer experience that includes everything it should.
A customer experience strategy is must-have
Whether you’re in a mature and saturated market or exploring new frontiers, a customer experience strategy is necessary for any e-commerce brand big or small. Consider brands like Dollar Shave Club, Tumi, and Upwork that provide superior customer experiences that have powered their growth and helped them increase their market share. As shoppers continuously move online, the online customer experience is quickly becoming the key contributor to success in online sales.
This article originally appeared in Namogoo. This article was written by Eyal Katz from Business2Community and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to firstname.lastname@example.org.