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How To Optimise Customer Experience In Business

22nd Oct 2015
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When it comes to running a successful business, be it call centre jobs or an online shoe shop, it’s important to keep cliental happy as without them your organisation would probably crumble to the ground. Those who buy your products, click on your site or recommend you to friends help keep your company alive, so here’s how to ensure they receive the best experience possible.

Create a strong brand identity
When buyers visit a supermarket, many will choose expensive products over the cheaper economy alternatives on the bottom shelves. This is not because they want to spend more money, but because they feel comfortable with the branded items they go for. Everything from familiar packaging to strong marketing messages can make consumers feel more satisfied with that they are buying, showing that a strong brand identity really matters.
In reality, the well-known, highly marketed products are often no different than the cheaper varieties but it’s hard to tear people away from things they know and love.

With this in mind, you can optimise a customer’s experience in business by creating an instantly recognisable brand. Everything from the logo you use to the slogans and font should be consistent throughout your online and offline marketing material and your sales messages should be direct, clear and strong. In short, there should be no confusion as to what you sell or do and your target market should feel instantly drawn to your brand.

Moreover, you should also make sure all details associated with your marketing materials are 100 per cent correct, including telephone numbers, email addresses and website information so that customers can contact you if needs be. All communication should have the same tone of voice and staff must be trained to the standards set by your company.

Understand your market
One of the most important elements of business is to understand your target market – after all, if you don’t know who you’re selling to, how can you ever create relevant marketing materials? While this is important for all companies, it’s especially beneficial for those with an online presence, as segmenting your customer base will allow you to easily run digital ads depending on the age, sex and location of your consumers. If, for instance, you find that the majority of your clientele are aged between 18 and 24 and are visiting your site from 3pm onwards – perhaps after university or school – you could create an advert tailored to this specific age group and run it at this set time.

If you are going to target specific segments of your customer base, it’s also a good idea to speak to them on a personal level. This could mean addressing them by their full name rather than just Mr/Mrs and so on, or it could mean collecting data and analysing their previous spending habits in order to create an email such as, ‘you bought XXX from us last time, so we thought you might like XXX.’ Of course, every company has a marketing budget but knowing what your customers want before they do through vigorous research, could win you more business.

Businesses should always strive to optimise customer experience and with advances in technology there is always something more you can be doing – so keep pushing forward, watch what your competition is doing and put together a strategy to keep your clients content.


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By swiesen
23rd Oct 2015 11:24

Totally agree about speaking to customers on a personal level. I know at least 2 or 3 local businesses that succeeded because they focused their marketing and tech support to be on a personal level. 

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