As a business owner, it’s easy to get lost in the day-to-day ground operations. Often our brains are stuck on all of the high-level deliverables, like making sure orders have been shipped on time or ensuring finances are on track to meet the monthly overhead costs. In this digital age however, it’s equally important to examine the digital customer experience and how your consumers are interacting with your brand on the web and across social media. Smooth business operations combined with a positive digital customer experience can make you stand out from competitors and gain a loyal following. We’ve compiled five ways your brand can enhance the digital customer experience below.
Create a Responsive and Mobile-Friendly Website
Over half of all worldwide online traffic this year has been generated through mobile phones, and 57 percent of mobile users say they won’t recommend a business with a poorly-designed mobile site. *Drops flip phone…Not really, but you get the point.* An effective end-to-end digital customer experience starts with having a user-friendly, responsive website design to allow for quality display across multiple devices.
Put yourself in the mind of your customers and try requesting a quote on your website or creating a t-shirt:
- Are you able to easily select a shirt color, style and design from both a desktop and mobile device?
- Are you able to easily find information to a commonly asked question?
- Is everything on the site displayed properly on mobile?
Your website should be simple to use and easy to navigate, so if it isn’t—take the necessary steps that ensure a positive web experience from start to purchase.
Keep Your Social Pages Up-to-Date
If you can’t remember the last time your brand’s social pages had an audit, it’s time for an update. Start with looking at the types of social media your brand is using (or not using) and determine whether they’re still a good fit or if you need to explore other platforms. The biggest misconception is that a brand should be on every single social platform. In reality, your company should only be using social platforms that align with your current customers.
Once you’ve decided which social platforms align with your business goals, make sure everything is up-to-date:
- Are your pages set to a business account? (Ex: Instagram for business.)
- Is all of the contact information (website, email, phone, address) current?
- Are there any value additions that can be made? (Ex: Include the link to request a quote in your Facebook “About” section.)
It’s important to revisit your social pages every couple of months and make sure everything is working and all the information is correct. If customers can’t contact you because of misinformation or broken links, you’re losing out on revenue and providing a negative online experience.
Have a Quick Response Time on Social Media
The rise of social media has created a 24/7, “always on” cycle for companies, with customers going to brand pages specifically for their questions to be answered in a timely fashion. In fact, 42% of people expect a response within 60 minutes on social media.
On every one of your brand’s social channels, make sure someone goes through all the: messages, tags, company hashtags, mentions, reviews, etc. about every hour or two. A missed question or concern could mean the difference between gaining a potential customer, or losing them to a competitor.
Pro Tip: If no one will be able to monitor your social pages over the weekend or during certain times, set an automated response including contact hours (or list them in your company bio’s). This way customers don’t think you’re just leaving their concerns unanswered. Some tools that help make monitoring more efficient include Sprout Social and Hootsuite.
Challenge Your Employees
Encourage your customer sales reps to have a zero inbox at the end of each day by quickly responding to emails, answering questions and returning quotes. If you don’t challenge your employees to be their very best, no one else will.
To keep a healthy competitive environment, create a rewards system that honors the employees who stood up to the challenge on a monthly basis. For example, every employee who kept a zero inbox each day for at least 80 percent of the month gets invited to a free dinner party.
Pro Tip: To track customer response times and make answering emails easier for your employees, look into utilizing a tool like Close.io.
Remember the Little Things
Small, personal touches from businesses have always been hallmarks of great customer service. In the digital age, this can look like:
- An automated, personalized “thank you” email after the order has been placed. (Ex: Thanks for placing your order with us, John! Your shipment should arrive in # Days.)
- A short survey customers can take online after receiving their order, asking how their experience was and what (if anything) could be improved.
- Personalized discount codes emailed to previous customers encouraging them to place another order. (Ex: Thanks for ordering customized hoodies from us, Ashley! We hope everyone is enjoying them. For being such an amazing customer, we’d like to offer you an exclusive deal of 10% off your next bulk order.)
The important takeaway from this is that these gestures are personalized. Consumers want to feel like you’re speaking directly to them. In fact, 52 percent of consumers say they’ll find somewhere else to go if an email isn’t personalized. Remember, it’s the little things that matter.
While these are only a few of the many changes your brand can make to help enhance the digital customer experience, they’re great stepping stones that will set you apart from your competitors.
Was this blog helpful in providing business advice for your brand? Let us know in the comments!