3.04 – Developing Customer Experience Beyond Service
Customer engagement with a brand extends far beyond basic transactions and service interactions. Effective customer experience strategies hinge on one key element: personalization.
Powering Results with Personalization
Personalization isn’t just about inserting a customer’s name into an email; it’s about understanding and meeting their unique expectations and needs at every touchpoint.
According to the 2021 Genesys customer experience survey, consumers indicated a strong inclination towards companies offering personalized experiences:
- 82 percent expressed willingness to purchase additional items from a company that provides personalized experiences.
- 71 percent would recommend such a company to a friend or colleague.
- 72 percent are likely to make repeat purchases.
- 79 percent prefer to conduct a significant portion of their shopping with companies that personalize their interactions.
Customer experience strategies that integrate personalized communications, transactions, offers, and promotions are not only expected by consumers but also yield substantial returns.
Aligning with Customers’ Values
In addition to personalization, modern consumers expect brands to align with their values. According to the Genesys 2021 State of Customer Experience report, the top five values consumers look for in brands include:
- Data protection and privacy
- Animal welfare and cruelty-free products
- Human rights
- Health and wellness
- Sustainable products and packaging
The 2020 Consumer Culture Report by 5W Public Relations underscores the growing importance of brand alignment with consumer values across all age groups:
- 71 percent of consumers prefer brands that align with their values.
- 83 percent of millennials prioritize buying from companies with shared values.
- 73 percent of 35- to 54-year-olds seek brands aligned with their values, with 60 percent of consumers aged 55 and older also valuing this alignment.
The report reveals that a significant number of millennials and older generations have boycotted brands due to misalignment with their values, highlighting the importance of understanding generational attitudes and preferences.
Adapting to Changing Consumer Behaviour
The COVID-19 pandemic catalyzed substantial shifts in consumer behaviour, particularly in shopping habits. The 2022 Statista report reveals enduring changes post-pandemic, such as increased preference for online shopping and contactless transactions like curbside pickup.
For instance, a survey by ShipStation in May 2021 found that 62 percent of consumers prefer curbside pickup, indicating a sustained preference for convenient, flexible shopping experiences.
To foster customer loyalty amidst evolving preferences, businesses must remain agile, responsive, and adaptable to ensure seamless interactions tailored to customer needs and preferences.
Expanding Your Toolkit
To remain competitive in the dynamic landscape of consumer marketing, it’s crucial to embrace evolving technologies and tools that enhance customer experience:
Digital Shopping
Platforms like Wix eCommerce, Shopify, and Squarespace empower businesses of all sizes to establish robust digital shopping experiences accessible via PCs and smartphones.
Live Chat
Integrating live chat capabilities, such as those offered by HubSpot, enables businesses to provide real-time support and information to customers, fostering engagement and boosting conversion rates.
Mobile Texts
Utilizing SMS marketing through platforms like Google My Business allows businesses to deliver timely promotions and updates directly to customers’ mobile devices, driving impulse purchases and enhancing customer engagement.
Apps
Customized mobile apps provide a direct channel for customers to interact with your brand, offering convenience and personalized experiences that differentiate your business from competitors.
Community Engagement
Building a community around your brand fosters a sense of belonging among customers, enhancing loyalty and advocacy through shared values and experiences.
