The Customer Experience Pitstop You Need to Make Now
Does the digital transformation race have you spinning your wheels? Once you start optimizing your experience, not only does your to-do list grow, so do the decisions on projects to prioritize and deadlines to juggle.
The best investments have your customers at the heart of them. Too often, the burden to figure things out is put on customers. The fact is, 83% of customers expect to easily find what they are looking for on your website. It’s that simple.
The sad reality is 40% of people still struggle online—even in the best of times. Your customers are multi-tasking, short on time, or may not understand how to ask for help. The list is endless! And when they struggle, they are likely to switch to a competitor.
While adding new customer experience initiatives is a good first step, it’s not a silver bullet. Regardless of the new shiny customer experience improvements, your customers still need your help to accomplish basic tasks on your web and mobile sites.
Contextual Guidance can help you achieve your current goals while executing on your future plans. Think of it as a pitstop in the race. Contextual Guidance is switching out the tires during a long race—without it you’ll lose the race for sure.
Here are three common customer experience projects where a Contextual Guidance pitstop will make a big impact:
1. Long-Term Project: Implementing a Chatbot
Chatbots consume a lot of your time and investment to get right. They’re just like chat–first your customer struggles then they reach out to you for help. While chatbots have come a long way since the creation of Clippy, they tend to be limited in scope and misleading right out of the gate. Customers expect to chat with someone live and instead they get canned responses that are often frustrating. A recent survey found that 60% of customers said they don’t trust chatbots to communicate their issues effectively.
With chatbots, you’re waiting for your customers to struggle and ask a question. It’s not proactive in any way–a struggle has to occur for your customers to engage. Contextual guidance can help eliminate common struggle all together by offering a helping hand at known hesitation points, lessening your dependence on the chatbot and improving the customer experience.
Pitstop: Proactively Address Common Struggle Points
Guidance works in coordination with a chatbot, most commonly placed in front of the chatbot. Repetitive inquiries can be proactively addressed before your customer even has to reach out, saving chatbots for less common interactions where further self-service is needed.
Guidance addresses customers based on where they are in their journey. It’s crucial to anticipate their needs, because less than 1% will reach out and chat with you. Do this by providing a snippet of information about special sizing or information on selecting the liability limit that’s right for your customers. You can also use rich content like video to engage your customers with the information they need to make informed decisions about your products and services. When you proactively address your customers at their hesitation point, it instills confidence in the buying journey and builds customer loyalty.
2. Long-Term Project: Replatforming – New Website or New Mobile Design
In today’s world, like it or not, sites are always evolving. We’re in a constant state of redesign! But you can’t compromise on customer experience while you wait for site updates to be made. Redesigns have long timetables, they’re expensive, they’re often delayed, and the new design might actually cause your customers to hesitate more than you realize.
Pitstop: Deliver a Seamless Experience Before, During & After a Site Change
Using a complimentary tool, like Contextual Guidance before, during and after a site redesign delivers a seamless customer experience. If you’re in the middle of a redesign, you probably know some areas that aren’t converting like they should. Business administrators have the ability to guide customers to new features as they are introduced. Guidance allows you to do that without relying on your IT resources.
Once your new site rolls out, there is education that needs to happen. You can complement the new features with guided navigation to ensure your customers have the same seamless experience they have grown accustomed to. Plus, you’re already primed to offer additional guidance as struggle on the new site inevitably occurs or calls to your contact center start to increase.
Keep in mind the “why” behind your site redesign. Common goals our clients have are a desire to increase conversion rates, get more users through the funnel and decrease calls to the contact center. These goals of a site redesign are the same outcomes you can achieve with guidance. By combining a site redesign with guidance, you are setting the new site up to quickly meet your customers’ expectations online.
3. Long-Term Project: Getting Actionable Insights Out of Customer Data
It’s no secret that better understanding your customers is the key to improving the digital customer experience. Most businesses have turned to big data for business and customer insights. With the myriad of data available, the biggest challenge is how to apply the insights to solve actual business problems. Dashboards and heatmaps are great, but the ROI and benefit comes from using insights to directly and rapidly impact your customer’s experience.
Pitstop: Use AI to Help Your Customers Help Themselves
The best source of insights comes from your customers. Insights can combine when and where customers struggle to do business with an organization. By capturing questions, feedback, frustrations and praise along with the specific page where the struggle occurred–across millions of contact center engagements–you can consistently improve the online customer experience.
Quantifiable results can be found with AI focused on live chat conversations. This type of AI-driven insight allows businesses to automatically categorize customer struggles by topic and location and offer up recommended guidance points to eliminate the struggle in the future.
By providing this clarity and confidence, your customers are more likely to convert and less likely to reach out to customer support.
The digital transformation race is a long road, but the above pitstops will help you pace yourself for success along the entire journey. Need a pit crew to help you along the way? We’re ready!