Have you ever stopped buying a product or hiring a service because you were poorly served? Have you ever stopped being a customer of a brand because you were disappointed with its customer service?

When customer experience is not good, the consequences can be very damaging for the company in the medium and long term.

Difficulty in retaining customers, a high rate of complaints and, consequently, a loss of reputation and a low conversion rate into sales, are just a few examples of what poor customer service can do to your company. That’s why concern for your customer’s shopping experience is so important.

What is Customer Experience and how important is it?

Customer Experience (CX), or Customer Experienceis about the set of perceptions that consumers have about a company after interacting with it. It is the image that the brand reproduces for its customers throughout the interaction journey, i.e: before, during and after a purchase.

Some research has already shown that customer experience and their relationship with the brand are just as important as the quality of the service or product it offers.

A very interesting fact from a study carried out by OpenText says that 71% of Brazilian consumers interviewed would give up buying from a brand again because of a bad experience.

This proves that without good service and customer relations, a company cannot hold its own in today’s market. With competition becoming fiercer every day, the strongest point for a brand to stand out amid so many price and quality options for the same product is the way it relates to its customers and the shopping experience linked to your products or services.

That’s why companies like Apple, Nubank and Netflix are benchmarks in consumer relationsr e customer experience. Brands invest a lot in market research to better understand the profiles and preferences of their consumers and offer personalized shopping experiences. In addition, they strive to apply enchantment strategies and care a great deal about the quality of their products. customer service.

5 tips to avoid making mistakes in the customer shopping experience

Okay, now you understand why focusing on customer experiencebut how do you make it happen?

Here are 5 tips for you to apply to your Customer Experience strategy:

• Functional and visible communication

This will make the buying journey of your customer. If they have to search for a lot of information about your product or service, or if they can’t get in touch with your company to ask a question or even make a purchase, be sure: their experience is already bad. This applies to your communication channels. In addition to offering different means of service, they need to be available at visible points on your website or social networks and, of course, need to work.

• Support and service

It’s obvious, but it needs to be said. Customer service carries the entire image of your brand and, if it’s a fiasco, there’s nothing that can save it. customer experience. Invest in quality pre and post sale.

• Market research

Market research will help you better understand the profile of your customers and leads, their current needs and how you can better connect with them. Through this strategy, you can improve your customer’s experience, betting on a more personalized service and a closer relationship with the consumer.

• Satisfaction survey

In addition to helping you understand whether your customers are satisfied with your company, a satisfaction survey gives your consumers the impression that their opinion is important to your brand, and this already contributes positively to their shopping experience.

The voice of the consumer is what can best direct your efforts to provide better experiences. If the data collected in a survey shows that the majority of your consumers are not satisfied with the service your company offers, for example, this is where you need to invest more.

• Exceed expectations

To talk about surprising the customerlet’s use the case of Zapposan American shoe e-commerce company, which for a long time was known as the happiest company in the world, thanks to the decision of its founder, Tony Hsieh, to execute the strategy of focusing all marketing efforts on customers.

For Tony, the main objective was to win over the customer at all costs, which is why the focus is entirely on customer service. From anticipating delivery times to sending flowers to a customer who had lost a relative, Zappos is dedicated to the experience.

The idea was that the customers themselves would create the marketing buzz for the company, and so it happened. Before long, Zappos’ customer loyalty rate was 75%.

And did it work out? Well, in 2010, Zappos was bought by Amazon for around US$1 billion. Tony’s team’s initiative at Zappos changed the market’s view of customer experience.

To learn even more about this case, we recommend the book Satisfaction Guaranteed, written by Tony Hsieh.

Start having happier and more loyal customers now

Now that you’ve picked up the tips, providing a bad customer experience is no longer an option, right?

If you agree and want to start having happier and more loyal customers, get in touch with our sales team and tell us: in how many days do you want to see Scooto servicing your company?