Customers no longer base their loyalty on a product or price points but rather on the experience they receive.  This is multi-layered.  It’s not simply the ease of shopping or how simple your site is to navigate, it’s also about the interactions you have with them online, in their emails and across marketing channels.  If your company can’t keep up with customer demands and enhance experience, you will get left behind.

Of course, technology has long changed the commerce game but the recent explosion in social issues has not only solidified the self-serve idea but made it of critical value.  Having a great product or supplying amazing service is definitely integral but it is no longer the unique factor that pulls in consumers.  Your company needs to deliver shopping and engagement options across multiple platforms and keep a consistent voice and pattern on these channels.

86% of consumers say they will pay more for a product or service if their experience is better.  This means you need to tighten your game from both inside and out.  Yes, fine-tune your customer service programs and make things as easy as possible – from returns and quick calls to the ability for a consumer to help themselves or solve the problem without you.  Your marketing needs to focus on a strong site that is easy to understand and simple to use.  Remember, customers today would much rather solve a problem in a matter of minutes on their own than sit on a call with your service department.

Engage with them across multiple platforms and remember to provide them value.  It is no longer about being a salesman but an expert in your industry and somewhere they can go for the best information on that subject as possible.  ALL of this is the customer experience.  It’s how they shop with you, yes, but also how problems are solved and how you make them feel when they aren’t actively buying.

Customers want to call the shots, feel appreciated and keep the problems to a minimum.

This is an area that should be consistently fine-tuned and is never perfect.  Embrace this, contact your marketing team and set a course of action for tightening your website and engagement game.  Give them an experience they simply can’t get enough of and they’ll forget all about your competition.

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