The How, When & What of Maximizing Value from Online Customers
As digital transformation accelerates, use these tips to meet the needs of your customers today – and do even better in the days to come.
Do you have a pulse on what your customers expect from their online experiences? As your customers become increasingly dependent on online tools, it’s crucial to provide a seamless digital experience along with effective, proactive communication. Your customers will remember how you treat them online and act accordingly.
Let’s start by considering the digital channels you have at your fingertips and thinking about how, when, and what to communicate with your customers to maximize the value of your online customers.
1. Greet your customers strategically.
Think of the visitors to your site like being at a coffee shop (remember sitting at those?). If you see a friend, you will greet them differently than if you are introduced to a stranger. It’s the same way with your website visitors. It’s important to greet them appropriately.
If a visitor is new to your site, a common problem may be a high bounce rate. To improve on that, start with a subtle change in engagement, perhaps a simple greeting, or helpful sales information. Potential customers decide quickly whether your goods or services are relevant to them, so engaging them with helpful content is key.
If a returning customer visits your site, provide a welcome back greeting. Let them revisit where they left off and take them right back to where they were during their last visit. Guiding and engaging them saves your customers time and increases your conversion rates.
Contextual guidance can also be helpful when guiding your customers. Instead of merely updating your FAQs and passively waiting for customers to reach out, intercept them on the first page of their next visit. Set yourself apart by providing an improved and differentiated experience.
2. Keep it simple.
Your customer’s online experience should be simple and intuitive. Due to the COVID-19 pandemic, an increased number of people are embracing digital tools, so there might be representatives with lower technological expertise. In order to make proactive digital experiences a scalable part of your strategy, you need to ensure the contextual guidance technology you implement allows your business users to utilize it without any IT or coding expertise.
3. Help customers help themselves.
Your customers should not struggle to do business with you. You can tell where your online customers are and what they need based on their behavior. When you guide them with personalized engagement before they have to ask for it or even realize they have a question, you build trust and loyalty with your customers.
You can lead them to success with contextual proactive guidance, chat deflection, and proactive live chat. In fact, 70% of customers prefer to communicate with businesses through digital technology like live chat. Not only do they provide the fastest answers and the best experience for a majority of your customers, but they also ensure operational efficiency. We’ve determined that proactive guidance can deflect up to 50% of contacts (phone, email, and chat) by providing customers with answers to common questions quickly and effectively. You don’t even have to involve your agents, freeing up your contact center to be used for the most unique service queries.
4. Strategically organize around customer service.
If you can’t be there for customers when they struggle online, it’s time to change the way you do things. You must create a strategy to build value and grow revenue from a customer over the long term. Using real-time analytics, developing an engagement strategy, and deploying relevant engagements are a few key components of a successful long-term customer relationship goal.
However, offering proactive customer service isn’t just about reducing interactions with frustrated customers. It’s about reaching out to your customers before they struggle so that they feel comfortable and more confident that they’ll be well taken care of on your site. Every customer you keep on your site is another conversion in the making.
5. Utilize AI tools to gain actionable insights.
An increasingly attractive option to businesses is to enable AI-powered solutions that deliver immediate action and deliver powerful metrics. Using tools to identify where and why customers struggle in their online journey provides easy-to-understand insights. You can measure how effective your strategic efforts are and help you determine any new struggle points for your customers.
By capturing questions, feedback, frustrations, and praise – across millions of contact center engagements – you can consistently improve the online customer experience.
6. Future-proof your business.
In today’s digital world, there is one constant – change. It’s imperative that you embrace the change and plan for the future by looking to ingrain digital across your organization. The shift from in-person to online channels is only expected to increase. When we return to our new normal, your customers will likely still prefer digital communication, so start future-proofing your business now with proactive digital tools.
As we continue to navigate 2021, it’s time to implement these tips to ensure your customers’ success and maximize your revenue.