Want to sell more? Check out 3 tips to improve customer experience.

Access to technology has made it easier for companies to stand out in the digital environment and provide a better experience for consumers.

The migration of companies to digital has caused the market to change drastically, and with it, the constant search for improving the experience for their customers has also increased. This - positive - consequence is directly related to digital solutions that help organizations daily in the development of mobile applications, analyses and concrete sales solutions, in addition to social media that directly moves the business, reaching millions of people and customers around the world.

Customers are becoming increasingly demanding. I know you've been asking yourself this question almost every day. But don't think of it as a bad thing. It's possible to keep up with this demand in a more natural way. And you'll understand how this demand can improve the perception of your brand when the organization starts using some practical features at each stage of the purchasing process.

Redweb 's 2020 survey showed that 73% of companies that score above average in customer experience earn 44% more than their competitors. I think you can understand how important this is for consumers, right?

But don't go thinking that everything is a bed of roses. In most e-commerce strategies there is a fundamental flaw that does not guarantee the demand necessary for a business plan to survive, much less grow. For this reason, ask yourself: do you know how to optimize the value of all your channels, taking into account your customer experience and the countless ways to stimulate creative demand with greater ease, guarantee and speed?

According to a survey conducted by IDC Brazil and published by Jornal O Globo, cloud computing is expected to be the area of ​​greatest advancement in the IT market this year, in addition to being the only technology mentioned by all respondents. Other strategies were also discussed in the strategy to increase demand.

So, since I've left you very curious to know how to improve these aspects and actually provide an effective experience, I'll present here 3 effective ways to actually create the right experience:

How about identifying the customer’s real need and seeking to meet it?

The online customer profile has changed considerably after the migration to digital. In a study conducted by PricewaterhouseCoopers , approximately 1 in 3 buyers will give up buying from a company that offers a bad experience. And of course you don't want to be in this sample, do you? In this case, the first step your organization should take is to focus on the needs of customers that were previously unmet. Let me explain.

You must have a flow that makes things easier for the customer. When the main difficulties of each consumer are identified, it is possible to outline a path that meets the needs of those who are in contact with your brand. And, of course, to do this, you need to delve deep into satisfaction surveys and really try to understand what your consumer is thinking. They will always have something to learn. And it is important to make sure that your employee is satisfied in order to reach your consumer in the best possible way. It may seem like a poetic quote, but it is true: change starts from the inside out.

Nowadays, companies are offering technological solutions that can map and identify in real time all the insights of the public that visits their marketplace . Data such as predominant gender, main purchasing interests, age, and much more information that seeks to understand what the customer wants are provided to companies that have sought these tools to stand out even more in the market.

Natura , for example, a leader in the direct sales sector in Brazil, used new digital technologies to bridge gaps and streamline processes. Its main challenge was to standardize demands and implement automated practices in order to achieve a cultural change within the company with agile methods that would directly benefit the unmet needs of its customers.

In this case, the organization began to rely on cloud-based technology to quickly control its activities and analyze team capabilities. The result of implementing a new tool allowed the multinational to better understand the process and offer an accurate experience that understood consumer needs and brought greater quality to b2b and b2c customers.

Furthermore, with this mapping, it is possible to understand several points that are expected by customers, such as what type of information they are receiving at each stage, if there is any point that makes it difficult to purchase or renew the service and how they are impacted by communication. With this, you will be able to have a broader view of the actions that need to be taken to be more effective in the business and that, consequently, will generate significant profit for you.

Agile e-commerce, with great service, builds customer loyalty (in addition to captivating them)

Nowadays, it is a fact that buying online is easy, fast and practical. After all, no matter where you are, you can buy what you want. On the other hand, it is extremely important that the sales experience is as incredible as the ease of buying. According to a study carried out by RightNow , around 86% of consumers are willing to pay up to 25% more for a product to receive better service. And I know that you, as a consumer, should also value this.

Netshoes, for example, knows that the customer is the brand's protagonist. This is evident in the interactions across the various contact channels. Well-established metrics, with cloud solutions at service points, allow the brand to identify any behavioral deviations so that they can act to resolve the problem.

Order management capabilities in conjunction with fulfillment allow sales representatives to view inventory availability in real time, which consequently increases productivity and optimizes production time.

But don't be fooled. There's no point in your company having several effective mapping programs if the team of professionals behind all this technological innovation is not efficiently trained.

The British toy retailer The Entertainer has introduced a new strategy on its website to deal with peaks in traffic and transactions. With the SAP Commerce Cloud system, for example, the organization has started to manage catalogs, even for the most complex products, and has personalized all points of contact. And this makes life easier for its customers. Do you understand where I'm going with this? It's technology resulting in experience.

Challenges are an excellent opportunity to generate revenue

Don't think that just because the digital age is evolving and attracting more and more people that the value of physical stores and other channels will cease to exist. Quite the opposite. The ideal is to transform challenges into revenue opportunities, that is, to offer much more than a product, but rather a true experience based on interaction with your customer, whether to solve problems or meet their needs, desires and demands. To understand these desires, you need to take action and pay attention to what they say about your business.

Understand that consumers absorb all the messages your company conveys. If it is something positive, it can result in an action that impacts the brand's revenue. And who doesn't want that? Think about the fact that the best customer experience happens when you establish an emotional connection with them. Emotions are what guide attitudes and motivate purchasing decisions. Customers only become loyal when they feel good about using a particular service or product.

The perception that the customer has of your brand is one of the most valuable aspects. Managing this perception and measuring how the consumer feels when contacting you should be one of the priorities to be competitive and relevant in the market.

Avoid the idea that short-term results are better. Dedicating yourself to increasing the lifespan of those who consume your product can generate more revenue for your business and give it a much greater prominence within a sector that is increasingly competitive and competitive.

See more articles

Featured Articles

Continue reading about B2B marketing