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2 Customer Experience Pain Points and How To Solve Them

We’ve spoken a lot about customer experience pain points recently.

It’s become increasingly evident over the course of 2020 that prioritizing CX is not just a primary ambition of SMBs to win over prospects that have tighter purse-strings than last year; it’s also the key competitive differentiator in many cases.

But what exactly constitutes a great customer experience, and how have expectations changed among customers and potential customers?

Let’s take a look at a couple of the recurring themes and pain points that come up with regard to CX, and how businesses are dealing with them.

Customer Experience Pain Point 1: Personalized CX

Over three-quarters (76%) of customers expect companies to have an understanding of what they want and to tailor their service accordingly.

The very best businesses go out of their way to personalize their service and marketing for their prospects and customers.

This improves conversions and retention, and four-fifths of customers say they are more likely to do business with a company that offers a personalized service.

How are organizations achieving this personalization for their customers?

Data

Every business has data on their customers and prospects. Use it, and utilize a system that can help you store and aggregate this data with ease, like an ERP.

Most modern ERPs, like Dynamics 365, have CRM modules included in them that have this capability.

Be careful though—while many SMBs are in fact adopting and implementing CRM tech (91% of businesses with more than 11 employees already have a CRM), only 69% of them actually use it to target customers.

Related Infographic: 8 Reasons to Use a Cloud CRM

In these cases, it’s best for businesses to use them effectively.

2 Customer Experience Pain Points and How To Solve Them

Segmentation

Segmentation is one such way of effective use of customer data.

The basic concept of segmentation is that, through the use of a cloud ERP, you can automatically analyze and leverage the data by segmenting your customers into different categories depending on key characteristics, such as their behavior, geographical location, demography, and many more.

Related Post: What Is Behavioral Segmentation In Marketing?

This allows you to get a lot more bang for your buck by personalizing the experience for your customers as opposed to a one-size-fits-all approach.

Omnichannel 

Different customers interact with businesses across different platforms.

Successful organizations understand this and will engage with their prospects and customers across a range of channels—social media, text, email, website, app, and of course paper correspondence.

Using an omnichannel approach helps businesses create a variety of touchpoints throughout the buyer’s journey, and engages customers to the fullest extent technology allows.

Companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers, as compared to 33% for companies with weak omni-channel strategies.

Customer Experience Pain Point 2: Poor Website Experience

57% of customers won’t recommend a business with a poorly designed website on mobile.

If we could shout this from the rooftops we would: it is absolutely, without exception, imperative that a modern business offers customers a positive website experience that is at least on a par with competitors.

Customers are more demanding in their expectations as regards an organization’s website and are unforgiving of poor experiences.

In short, if your site is outdated and in need of a refresh, there’s no better time to do it than the present.

How are businesses fixing this?

Optimize for mobile

Optimizing your site for mobile users is important—perhaps the most important aspect of developing a website.

Your site represents your storefront, now more than ever with so many customers social distancing and favoring online business interactions to in-person.

This has upped the stakes for mobile optimization—and those that can offer a fast and intuitive site are reaping the rewards.

So important is this aspect of customer experience that Google has announced it will incorporate how well a website performs on mobile into its ranking algorithm—effectively punishing slow and clunky websites by lowering their position in search results pages (SERPs).

Related Post: Google’s New Search Ranking Algorithm and What It Means for SMBs

2 Customer Experience Pain Points and How To Solve Them

Leverage technology

How can you provide a satisfying experience for your customers through your website?

One way is to use widely available technology to service them in a timely and effective manner.

Have you noticed how common it is to see a chatbot AI widget pop up on a website these days?

We ourselves at Impact implemented our own chatbot in 2020 so that we could offer customers an easy and quick way of dealing with common queries they have.

8 out of 10 of consumers who have engaged with a chatbot report it as an overall positive customer experience.

Users are increasingly receptive to interactions with AI tech if it means they can get an answer quickly, and that’s exactly why the popularity of chatbots has increased in recent years. Indeed, the number one predicted use case for chatbots is customers getting a quick answer from a business.

Of course, there will still always be a need for human interaction in customer service, but streamlining them where possible through the use of AI has proved an effective method of improving the customer experience.

Offer an app

Apps may seem unnecessary for many businesses, but the truth is that many SMBs would benefit from offering an app for their customer base.

Apps provide higher retention rates and offer another channel of engagement for businesses, in addition to the added data received by having customers login to an app rather than visit a site.

Apps are purpose built for mobile, which helps address the optimization issue, and customers are more inclined to spend time on an app than a website.

Thanks to new technology like low code, apps for even the smallest businesses on tight budgets can be developed with ease.

In fact, 90% of IT leaders feel that the flexibility and speed of low-code environments are positioned to improve customer experience better than more traditional development platforms.

Bottom Line

  • Customer expectations have changed over the last several years as regard to the experiences they have with businesses.
  • Recognizing what these expectations are and solving them through the use of technology is key to differentiating yourself from competitors.
  • This is particularly the case when it comes to offering personalized experiences and in offering positive experiences across your engagements with them—most predominantly through your website.

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