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Agencies and Retailers, Be Mindful of Customer Experience!

Mar 22, 2019 11:48:01 AM

 

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What do you believe sets brands apart? 

While digital agencies offer an array of services that aim to help e-commerce brands increase their customer acquisition, it's important not to leave aside a key element that is proven to drive revenue and loyalty: the customer experience. Certainly, many businesses considered themselves experts in the field. In fact, according to Capgemini's recent report, 79% of retailers believe that they are "customer-centric."

Unfortunately, only 32% of consumers agree. 

So where is the gap? Well, let's take a look!

The Numbers Have It

For those who really invest in ideal customer experience, the rewards are immense. As shown in Capgemini's research, "80% of consumers are willing to pay more for better customer experience," and "43% of US consumers spend more with the brands and companies that they are loyal to" (Accenture).

Loyalty and positive customer experience both provide major benefits to e-commerce brands that are willing to invest in them, and the digital agencies who support them, and treating these elements as an afterthought (or simply assuming you're achieving them when you're not) can cause critical damage to your brand.

Loyalty, Experience, and Personalization

Recognizing that loyalty and customer experience are good things is not a recent revelation, and no e-commerce brand sets out to ignore them. Too often, however, solutions employed by digital agencies fall short when it comes to connecting deeper with retailer's shoppers. "It's usually not part of the agency's acquisition package but considered an add-on," says Pedro Rego, Founder and Chief Marketing Technologist at ForesightOne. 

Check out the following statistics:

  • 41% of US consumers are loyal to brands that offer them the opportunity to personalize products (Accenture);
  • 55% of US consumers express loyalty by recommending the brands and companies they love to family and friends (Accenture);

Each of these statistics creates a clear linkage between positive feelings of loyalty and personalization. The experiences that customers value are the ones that make them feel unique, and heard. It's that positive, personalized customer experience--the sense that a brand is investing in them as an individual--that not only makes shoppers return, but also drives them to evangelize. 

Optimize Digital Shopping Experience, Maximize Success

Every single day, online shoppers expect more, and e-commerce brands strive to deliver more.

While, 20 years ago, folks were thrilled just to be able to buy the books they were looking for on Amazon or order their groceries via Peapod, convenience is no longer enough. Customers will always be happy to find what they want at great prices, but as e-commerce brands continue to catch up one another, the defining feature for many shoppers is customer experience.

How Can We Solve This?

The points we made above are of course generalized, but they can help us understand the fundamentals necessary to find a solution. For instance: Customer Experience is not about one solution, but it involves attention to all touch-points within your customers interact.

So where do you start? Well, the beginning is always a good place. Customers more frequently than not, begin their experience by hunting for products via search engines, and so it's crucial to perfect your Search Engine Marketing (SEM) process.

What's shocking is that the customer experience is frequently damaged at the very beginning, based upon omission of certain capabilities within SEM platforms to support customer's search intent! That is, failing to recognize what it is your customer is looking for, and providing the relevant results.

Failure to provide your customer with the appropriate products from their search equals a poor Customer Experience which equals a negative conversion, which soon results in a reduction in your achieved metrics!


Vioby Has You Covered

We know we said above that improved Customer Experience is not about one solution, but we do have one innovation that will drive substantial ROI increase.

Listen in to our webinar "Search Advertising Down The Lane", and we'll explain how the addition of an Artificial Intelligence component within SEM can solve this problem, with little ongoing effort and improved conversion rates of at least 15%!

Upcoming Webinar

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Curt Bloom
Written by Curt Bloom

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