5 Steps to Improve Online Customer Experience
It’s no secret that every day, more and more people turn to the Web for their purchases. That means it’s increasingly important for direct marketers to create strong online experiences for customers.
In a recent whitepaper, Building an Online Customer Experience Competency: 5 Steps, online customer experience management solutions and behavior analysis company Tealeaf provides five tips on giving consumers the best online experiences.
1. Monitor customer experience KPIs. The whitepaper states that companies often focus on trying to deliver faster online response times and better page performance instead of focusing on true customer concerns. The ability to compare different products/services; straightforward navigation; ease of completing the transaction; and confirmation upon completion of transaction should be top priorities.
2. Proactively examine and respond to known technical issues. Ask yourself, “What common online roadblocks are my customers experiencing today?” the whitepaper suggests, offering technical problems to look for, including:
• Known error pages such as the global error page;
• known application or system messages containing such words as “sorry,” “apologize” and “invalid”; and
• known slow performance like when a page requires more than 10 seconds to be delivered to your customer.
3. Listen to your customers. Include contact centers, feedback forums, surveys, blogs and public forums to let customers be heard, notes the whitepaper.
4. Prioritize customer experience issues based on business impact. Ideally, every customer experience issue should be handled, but due to time and technology restraints, it’s important to focus on the ones that affect the bottom line first and foremost. The whitepaper suggests asking the following questions and prioritizing from there:
• When did this issue start?
• How many times has a specific customer encountered the same problem?
• How many customers per day experience the problem, and which ones?
• What is the difference in our conversion rates between customers who experience the issue and those who do not?