Supercharge lead conversion with a robust customer experience strategy
In an era where everyone has access to everything, it’s becoming increasingly difficult for marketing and sales teams to convince consumers to buy their products and services.
While great strides have been made to move away from the look-at-how-great-we-are selling tactic to a more let’s-focus-on-what-you-want approach, there is a way to supercharge your lead conversion and client retention efforts.
A robust customer experience strategy is the golden thread that stitches together your business departments to create a powerful, unified message. Here are the main components to help drive successful customer experience strategies:
Share the responsibility
It’s a common misconception that only client-facing departments are responsible for providing and maintaining a good customer experience. All departments have a collective responsibility to help conduct a successful conversion strategy. The more touchpoints a lead has in your business, the better your chances of converting them, and what’s more, creating opportunities to upsell and cross-sell to them in the future.
Add value from the start
First things first, your business should be easy to find. A social presence is non-negotiable in today’s digital marketplace, you must determine which channels your audience is most active on and meet them there. Pay attention to your messaging because many consumers make their buying decisions then and there on social media before even looking at your website.
Pay attention to your website
Your website should be intuitive and allow potential leads and customers to service their own needs. Make it clear what you’re offering, and if you have more intricate products or solutions, provide them with tools (up-to-date blogs, FAQs, live chat, etc.) to help them gain a deeper understanding of these. The easier it is to know what you’re selling, the quicker your leads will make buying decisions.
Ease the buying process
It’s all good and well to lead the horse to water, but are there restrictions at the watering hole? All the hard work you’ve put into your customer experience strategy can fall apart if your purchasing process is flawed. Minimise friction by introducing an efficient payment system, providing clear pricing structures and information on after-service support. In essence, make it easier for customers to part with their money.
Personalisation is at the core of your customer experience strategy. Learn from every single touchpoint with your customers and harness this data to improve the overall experience of your brand. Website and social analytics are essential, but you can gain further insights from your existing client base with surveys and feedback forms. It’s imperative for your customer message to be unified and carried through successfully from your IT and marketing departments to sales and after-service support.
If your internal messaging is unified, your external messaging should be too. Take an omnichannel approach and provide your customers with the same experience across all your channels and platforms. As they navigate from your desktop and mobile site to your social channels and support platform, the messaging, look, feel and level of interactivity should be seamless and replicated.
Play the long game
Remember that good things take time. Give your customer experience strategy time to develop as you garner more data and learn how and where to better communicate with customers. Customer experience is a team sport in which all your departments, client-facing or not, should share their insights and work together to optimise your output.
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