Last Updated on September 1, 2023 by Rakesh Gupta
Why do businesses make purchases? Most times, it’s need-based – we need a better way to interact with our customers. Sometimes there’s a desire component – I’ve worked with this company/product before, and really want to again. And finally, sometimes there’s a budgetary component, but most times, the focus isn’t so much on how much something will cost, rather on what’s the expected ROI and time-to-value.
One thing I’ve learned over the years is that success (in almost anything) is almost entirely built from the experience that drove the decision to do or purchase something in the first place. Not only is the experience driving the decision, but customers are now demanding a good experience or they will look elsewhere.
So you’re interested in elevating your customer experience, now incorporate these 4 tips in making it successful:
- Personalize the Experience – I’m not talking about getting someone’s first name on the email. That’s not personalization. Personalization is more about the right content, at the right time, and in the right order. You need to understand what your customers are interested in, what their experience with your company has been up to this point. You don’t want to send a sales email to a customer with an active support ticket.
- Localize the Experience – To fully understand how your customers are doing business, you need to be immersed in the same experiences they are. This means you need to be providing content and support in their native languages. This might also mean you need to rethink your events strategy to include regionally timed events that take place at a time that’s convenient for your diverse customer base.
- Be Adaptive – Don’t just listen to the feedback you receive, take action. Respond to the customers providing feedback, and more importantly, if the feedback requires an update to your product or services, do everything you can to make sure it gets properly addressed. If you think the customer experience is a single point in time event, you’re leaving money on the table and very likely losing the opportunity to convert a customer into a repeat customer.
- Anticipate Wants and Needs – Utilize the information you have on your customers to proactively anticipate what is important to them. Perhaps this means offering them a discount on something you know they are interested in. Or, maybe it means offering them an educational tool to help them reach their goals. By giving them what they want, you will make them feel appreciated.
Trying to create an experience manually is time consuming and allows for things to slip through the cracks. That’s why finding a customer experience platform is important. But what if you could take customer experience a step further and automate it? …Game changer!! ActiveCampaign’s category-defining Customer Experience Automation Platform (CXA) helps over 185,000 businesses in 170 countries meaningfully engage with their customers through 600+ pre-built automations that combine email marketing, marketing automation and CRM for powerful segmentation and personalization across social, email, messaging, chat and text.
So while decisions are made for a variety of reasons (need based, desired, or budget driven), one thing is for certain – no matter what the reason is they are purchasing, the customer experience itself is ultimately a consideration that can either hurt or help the final decision. Take the time to do customer experience right, and you’ll continue acquiring new customers, all the while making existing customers loyal advocates that keep coming back for more.
ActiveCampaign is the leader in marketing automation, email marketing and CRM for businesses of all sizes and industries. Its powerful automation platform helps organizations in 170 countries grow by scaling and personalizing customer experiences. ActiveCampaign accelerates business growth by providing access to 925+ pre-built automations that combine transactional email and email marketing, marketing automation, ecommerce marketing, and CRM to enable 1:1 experiences that connect across all channels and through the entire customer lifecycle. Over 70% of ActiveCampaign’s customers use its 900+ integrations, including Microsoft, Shopify, Square, Facebook, and Salesforce. ActiveCampaign is one of only 17 products with over 10,000 positive customer reviews on G2.com, scoring higher in customer satisfaction than any other solution in Marketing Automation, CRM, and E-Commerce Personalization, and is the Top Rated Email Marketing Software on TrustRadius. Start a free trial ActiveCampaign.com today!
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What is one thing you learned from this post? How do you envision applying this new knowledge in the real world?
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