Superb Customer Experience Takes Precedence
Customer experience should be at the center of all paid services. And while the current political climate takes employee welfare and satisfaction into precedence, fact of the matter is, that it is customer patronage that keeps a business afloat.
Over the past few years, the demand for more efficient online stores, may it be with regard to the supply of certain merchandise or more responsive customer support, has exponentially increased. Being shuttered inside of our homes due to the global pandemic had admittedly helped in its realization. But then, it should also be noted that the demand is highly likely borne out of a more preferable business model. And this business model would see the satisfaction of customers even as they transact remotely.
To this effect, Digital Marketing appeals a great deal. From simply posting across Social Media to building a website that leverages Search Engine Marketing (SEM) and Search Engine Optimization (SEO), Digital Marketing is the way to go to not only gather a notable following but to render effective customer service.
But what is Digital Marketing anyway?
Digital Marketing pertains to the kind of marketing that is done online through digital technologies like computers, smartphones, and other channels of digital media. Like traditional marketing, the aim of Digital Marketing is to promote products and services to gather the patronage of customers, driving sales for proprietors and business owners.
This method of marketing saw development during the 1990s and 2000s in light of the creation, or more precisely, the explosion of internet technology into the mainstream. Extending well into the present day, no other means of marketing has become more effective in reaching out to more audiences regardless of demographic and geographical location.
Digital Marketing Strategies To Enhance Customer Experience
Data should be at the center of Digital Marketing for it to be successful. Data analytics in marketing can improve your segmentation strategy. This enables the business of the organization to predict the behavior of consumers, improve and streamline decision-making, and ultimately allow for the estimation of their ROI. In a report lodged back in 2020, the use of Digital Marketing has been observed to have grown over the course of 5 years. From $153.65 billion, its reach jumped to $260.36 billion. An impressive 78% of the sampled businesses report that understanding marketing technology has become an important skill across industries.
Meanwhile, from the customers’ end, high expectations are always in the cards when they engage in brands online. They have become tedious in their assessment of products they are thinking of purchasing, leading them to voraciously read online reviews to ascertain the viability of the products.
Digital Customer Experience is thus crucial. Defined as the total impression customers have of a business, the basis of Digital Customer Experience is primarily the digital engagement with it. What is being focused upon here is how customers see a business’ digital presence which is reflected across platforms that directly connect to the internet. Of course, it is influenced wholly by the technology on which it runs. However, it must be noted that other operational facets also factor into its success.
Having said these, let us take a look at the following Digital Marketing strategies that aim at improving customer experience.
It can be a major turn-off when customers are sent generic messages when being invited to avail of a company’s products. It goes without saying that customers are humans, which means they have conscious preferences and would want to be treated as individuals. When a brand communicates with them by sending them personalized emails or when the customer support representatives actually compose replies instead of sending templates, customers are more likely to feel validated. As a result, they would want to engage more with the brand.
2. Capitalize on AI
While personalized communication and actual conversations with customer support representatives build trust, Artificial Intelligence should not be disregarded altogether.
Templated responses that inform customers when the online store they are visiting would be back are given, this assures them that they would be attended to soon. These become more valuable when the responses come with other contact details that would allow clients to reach the store extraneous from the online platform.
3. Improve and Standardize Omnichannel Experience
Omnichannel marketing integrates various channels to interact with clients with the aim of creating a consistent brand experience for them. What this means is that physical and digital venues for brands are used with great effectiveness so that both existing and prospective clients may experience smooth user experiences. Customers are given the option of either buying an item online or by picking it up at an actual retail branch.
Information through this strategy may be experienced in real-time. Ultimately, customers are given the chance to engage with products and services of certain brands on their own time.
4. Make Your Brand Available Across Different Channels
For this, simply promoting your brand across too many channels might only serve to overextend your resources. You have to find the right mix of channels on which your brand will appear.
In an online study done in 2020, it was reported that the sound number of channels is pegged at 4 to 6. With this number, marketers are able to achieve a notable 77% in good responses among customers.
A good example is when a brand physically engages in an event and gets to have a conversation with a prospect. The business may opt to send an email to the said prospect that may lead to him or her availing of the products or services being offered. Once the prospect, now a client, receives the product, the business’s system could generate an automated email that prompts the client to review the product. The business could then respond to it by assessing the review and asking the client what else they could do to render more optimal results. The whole process already involves 4 channels, all of which take the client’s experience into account. This may be a basis for a good customer health score that could ultimately decide how the business with move forward with future transactions.
Client Satisfaction at the Forefront
Fostering a good customer experience through Digital Marketing takes not only consistency but also a savviness of the business owners in determining the sound channels which will further enrich their services and reach. What this entails of course is research and keeping abreast with the latest trends in the ever-changing terrain of Digital Marketing.
With all the strategies that Digital Marketers can think of, it would serve them well to bear in mind one thing: businesses and service providers are always at the winning end when they put client satisfaction at the forefront.
About The Author
Bash Sarmiento is a lifelong learner, writer, and educator from Manila. His academic background and extensive experience in teaching, textbook evaluation, business management, and traveling are translated into his works.