At our other blog, Berman Evans Retail, we focus on retailing. In 2017, we have several posts on better customer experience. The topic is that important! So is factor consideration. The best companies win prestigious awards.
For instance, these are some Berman Evans customer experience posts from 2017:
- Omnichannel and Great Customer Experiences
- How Good Is the Customer Experience YOU Offer?
- Informative Infographic on the Customer Shopping Experience
- 2017 Temkin Customer Experience Ratings for Retailers
Better Customer Experience
For today, we discuss creating better customer experience. What can we do to make customers happier and apt to be loyal?
With that in mind, consider these insights from Kali Hawlk for Shopify. Notably, the insights apply to all types of marketing firms:
“All in all, products in your store speak for themselves. Accordingly, for some retailers, that’s all the experience customers need. Instead, people want delight by interacting with great items on your shelves. In fact, many retailers slip and get stuck.”
“Doug Stephens has a blog post at Retail Prophet. In that post, he says ‘most retailers assume customer experience is aesthetic. They feel it deals with how stores and Web sites look and feel’ and not anything else. Settling for this definition will limit your brand. Indeed, it may cause you to miss chances to craft something great for customers. In fact, any firm can have memorable customer experiences.”
Factor Consideration
In brief, these are Stephens’ factors to consider for great customer experience:
- “Engaging — Find ways to engage with customers. Again, this means at the store and other spots (like the Web). When you are not sure what engages shoppers, build a customer persona. This helps better understand preferences and pain points to address.”
- “Unique — Think different than others. Provide something that no other brand gives to shoppers. This includes your signs and logo. It even means colors you use or music you play. A unique branded experience makes a lasting impression.”
- “Personalized — You can customize loyalty programs. Or, create curated collections and special shops. This lets you tailor to customer needs and wants in a personal way.”
- “Surprising — Brush up on your consumer behavior psychology. At that point, engineer experiences that beat expectations.”
- “Repeatable — A customer experience can fail if it’s a one-time event. Instead, create processes that give each customer the experience you design. And do so every time they interact with your brand.”
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