As the COVID-19 pandemic continues in its second year, businesses have found the need to maintain online presence. It is due to a new pattern of customer interaction called low touchpoint interactions, where health and safety are prioritised. Businesses have had to adjust to the online customer experience (CX) mechanism to maintain good value for customers and to increase sales.
The CX mechanism should be generated from the customer expectations because one in three customers will walk away from a brand they love after just one bad experience. In addition, CX in the new reality stipulates that mechanisms in current business practices tend to be less effective in present conditions. Therefore, reorganizing the way businesses approach customers through marketing campaigns is a crucial point.
What can marketers do to deliver good and relevant CX?
Collect and Understand Feedback from Customers
The starting point in presenting good CX can be through the essential part of CX itself, which is businesses’ understanding of their customers.
Some of the things that businesses should be aware of are:
- the sources of information available about their products / brand
- the value obtained by customers while interacting with their brands
- factors that affect customers’ ratings and satisfaction with products and brands of businesses
- and customer expectations about brands or businesses
To find out the above, businesses must find out from their customers directly through feedback forms filled by customers after transacting with businesses.
The feedback form works as an instrument to understand your customers’ aspirations and opinions, as well as a place for them to evaluate your products and services directly. In addition to helping you collect data about consumers, the feedback form also shows that businesses care about customers’ transactional experience with them. Furthermore, it will enhance the positive impression on customers. This is supported by a study done by Microsoft, which found that 77% of customers will rate a brand better if it collects customer feedback.
1. Recommended Question List for Feedback Forms
It is common that businesses ask too many questions to customers with the intent of wanting to collect as much data as possible. In fact, this can make customers feel burdened to fill up the form. Therefore, businesses need to ensure that their list of questions in the feedback form are succinct and effective, while also containing a variety of important information needed. Some questions in your feedback form can include the following:
a. How did you find out about our products/services?
b. How has our products/services helped you?
c. What do you consider when purchasing our products/services?
d. What do you like about our products/services?
e. Are there any difficulties you have when interacting with us?
f. What can our business/brand do to better serve your needs?
2. Using Feedback Forms for Marketing Campaigns
Data collected from customers’ responses in feedback forms is the primary data that can be utilized to develop your marketing campaign strategy. For example, if most customers claimed to know your product through Google’s search engine, then businesses can allocate more budget to advertise on Google as one of their marketing campaign strategies. If half of the customers surveyed indicated product pricing and quality as factors that drive them to choose your brand, you can highlight this in your marketing content as well.
By thoroughly analyzing the data from customers’ feedback, businesses can get closer to customers and better understand their changing behaviours and to also identify things about the brands’ CX that businesses should notice.
Primary data from customers’ feedback form responses need to be combined with secondary data, obtained through research and survey results published to the public, the news, as well as other sources, such as survey results about shifting trends during the pandemic.
Insights from feedback supported by secondary data will help businesses generate further strategies, messages, and marketing campaign mechanisms to create better CX for customers.
To optimize the use of feedback forms, CRM is a preferred choice as it can help businesses centralize all customer data so that information about them can be summarized and filtered easily. For example, this can be done by grouping customers based on location, total transactional value, or categories of purchased products. Furthermore, businesses can also monitor sales in real-time.
Adopt Multiple Marketing Channels
In the next step, businesses need a medium to communicate directly with customers, where consumers can connect straight with business owners immediately after accessing the brand’s marketing campaign. Harvard Business Review found that 73% of their respondents use multiple channels during shopping trips so businesses should adopt marketing on multiple channels, too.
To get customers to initiate the communication directly, businesses can utilize click-to-action (CTA). For example, including QR codes in the advertisements on television, billboards, or banners can help customers refer to the conversation platform where customers can communicate directly with the business. Besides, businesses can also place a CTA on paid ads on social media so that customers can be pointed to WhatsApp or Facebook Messenger after clicking on the ad. Businesses must ensure that they use optimal CTAs.
Having multiple channels will help businesses appear as if they are always available wherever your customers are but it can be difficult for them to respond to all messages from customers. To solve this, businesses can consider adopting a tool that can unify all messages spread across various messaging applications onto one dashboard, namely the multichannel chat. Multichannel chat allows you to view all enquiries from multiple channels of messaging applications so that businesses can respond to customers more quickly and contribute to the formation of a good customer impression.
Enhance Brand Equity Through CX in Digital Communication Channels
Ongoing communication with consumers via chat is a crucial part of CX in the Customer’s Journey. The way Customer Service (CS) agents serve consumers will represent the attitude of your business or brand towards consumers. Don’t let the marketing campaign strategy that you have successfully executed go to waste when CS agents fail to meet consumer expectations.
Businesses can start with the simplest things, such as replying to customers’ messages immediately and initiating a conversation by asking the consumer’s name and the problem they want to raise. Creating a conversational focus on your customers’ needs will show how much your business cares about them. Sometimes, there needs to be instant responses for urgent queries so support features such as automatic reply will be a useful feature to implement.
Post-transaction periods are also a critical phase where customers trust that a brand will deliver their products in good condition, along with appropriate updates on their order status during junctures after the purchase. To meet these expectations without the need to do it manually, businesses can rely on supporting features that provide automatic notifications via chat regarding the status of payments, delivery of goods, and others.
After goods have been received well by consumers, don’t forget to provide a feedback form for them to fill up. Businesses should also respond immediately if there are complaints or further questions.
Build the Best Customer Experience Now!
Customer behavior and expectations continue to evolve as they are driven by trends and the developments in daily life. In responding to this challenge, Qiscus can help your business adapt by helping you analyze existing customer journey mechanisms and providing recommendations for solutions that can result in a seamless customer experience right from the marketing campaign run by your business.
Interested in further discussion? Contact us to build a better customer experience.