When reading the article ‘How to provide an excellent customer experience in the digital age’ by Sana Commerce, you will come across several important and relevant subjects related to customer experiences and how to improve those things. You will figure out why this topic is so important compared to now and how it started some years ago when the digital world wasn’t as big as it is today.
Relevance to our Study Unit
When doing marketing, it is very important to know what your customers are looking for in order to get people to buy your product/service. As for eCommerce, you are basically buying or selling the product/service (B2B,B2C,…). So as a business, it is their job to keep improving whenever a problem is discovered by the business or the customer itself.
What is a customer experience?
This is something we all experience on a regular basis. Whether you shop online or go experience it in real time, A good customer experience is something we all long for. Nobody wants to find any faults in their product, price, packaging and especially in the provided service (this goes for both businesses and customers).
How to provide the best experience
It is hard to provide an experience that satisfies all customers, and most of us have experienced some bad ones. Something that bothers me personally would for example be not being able to compare products, having difficulties with the payments, going through too many steps during the process or having to use a site that is not visually pleasing.
In the article, they show you how exactly you can provide the best possible customer experience.
Usability
The first one would be to improve the usability. Like mentioned previously, it isn’t very pleasant when you have difficulties with navigating through the website and have to go through many steps when complete a purchase. It is important that the website uses simple and easy instructions. Businesses want to prevent their customers from getting lost or wanting to leave the website. You could for example, use features like ‘faceted search’ that allows you to narrow down what exactly you are looking for.
Relevant content
Use content that is captivating and relevant for your customers.
Let’s be honest. Nobody likes to read long texts, especially when you are there to make a quick purchase. If a business wants their customers to keep using their services/products, customers would prefer to use a website that is clear, concise and user-friendly over a website that is the total opposite.
User-friendly
All topics were very interesting, but one in perticular caught my attention the most. They talked about making the process of purchasing enjoyable, even when it is for a work-related visit. During my student job at a hotel, I noticed that ordering products for the hotel isn’t always an easy job. The person who was in charge of ordering the products, had so many troubles during the ordering process. In the end they decided to change and work with another business that provides a better customer experience.
This example showed me how important it is to have a service that is user-friendly. Otherwise it is possible to lose some, if not, all your clients.
Conclusion
Going through all the information that I have read, made me compare my own experiences to the text. The article provided me helpful solutions on how to improve the customer experience. It made me realize that there is more to it than just making your website attractive.
Bibliography
ARTICLE: How to provide an excellent customer experiece in the digital age