Regardless of your industry and the products or services you sell, one of the main drivers for achieving a successful business is making sure you have a strong customer experience engagement strategy. No doubt, 2020 has been one of the most challenging years for many small businesses with the pandemic definitely affecting customer needs, wants and buying habits.
What we are finding is that during this pandemic, customer confidence is historically low. To improve and grow your business, you need to focus on continuing to build customer relationships, particularly now more than ever, towards the tail end of the year to hopefully win them back and gain loyalty.
In order to create a Magical Customer Experience for the purpose of gaining loyal customers, it is vital to improve your customer engagement during the experience. Two-thirds of businesses compete on the quality of their customer experience and 96 percent of consumers agree that a positive customer experience is key to their purchase decisions. If you can increase your customer engagement it has the potential to pay dividends down the line. Especially when businesses and consumers come out of the pandemic.
What is “customer engagement”?
Customer engagement can be defined as continuous and valuable interactions between a business and its customers. Running a successful business is not only about attracting new customers to your brick and mortar business or website, converting them, accepting their money, and thanking them for their business. Those are certainly important to achieve short term success, but engaging your customers and building valuable relationships will have a long-term substantial affect on the success of your business and should be your focus.
If you want to make a major impact on your market, you must ask and get feedback from your customers to find out what they really want so that you can start to engage them effectively. You then use this feedback to anticipate buyer needs, cater to these requirements and deliver quality service and memorable customer experience. By doing this, you will be securing their loyalty, as highly-engaged customers return, make repeat purchases and recommend your business to others.
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To become empathetic, your business must understand your target customers and identify which problems they are experiencing. Your customers’ pain points and situations may have changed dramatically since the onset of the pandemic and acknowledging this is important. Your business must work hard to deliver the level of service customers need and deserve. For example, we know that in many businesses, the call volume has increased due to more customers staying home. Do you allow your customer service agents extra time to listen to customers on calls or live chats? This will certainly help satisfy your customer’s needs and wants and they will appreciate this effort.
Personalization
If you can embrace more personalization into your customer engagement it will help your customers feel more valued. That’s why 44 percent of consumers are likely to become repeat buyers after a personalized service interaction and 39 percent will introduce their friends or relatives to a business. How good would that be for your business?
If your business uses technology in the customer experience, make sure you have customer service software that enables your business to deliver personalized services. For example, name recognition on phones, personal names on emails, chats and messaging, and that your employees can instantly access the information they need on the customer they are dealing with. This will make your customers feel more personalized and that your business is aware of their individual needs.
As we enter the last few months of 2020, I am sure we all can’t wait till it’s over, there is no doubt that it will continue to be a tough environment for small businesses to operate in. Your businesses must focus on delivering the right kinds of strategies to drive customer engagement and loyalty, to ensure your business is successful in 2021 and beyond. Want help with the right strategies? Schedule a FREE Strategy Call with Coach John at info@johnformica.com