It is not news that the coronavirus pandemic revolutionized the way companies do business and relate with their customers.
The digital has shown itself increasingly present and well-accepted by the customers. In addition, it started to stand out organizations that not only offered a quality service with reduced cost and delivery time, but also the ones who knew how to adapt to the “new normal”, focusing their strategies in the customer experience and working in order to make their journeys satisfactory and unforgettable.
Working on the customer’s journey is essential to attract and retain customers, according to experts
Working the customer journey based on the customer-centric strategy is one of the great changes that the corporate world has gone through.
According to experts, this new way to do business has shown itself very efficient for attracting and retaining customers, since it is really focused on improving the customer experience.
These professionals also draw attention to the fact that there are a series of strategies focused on capturing and retaining customers, especially in retail. According to them, there is a deep planning for the pre-sales, like Black Friday, where retailers announce good offers. However, there is little debate about the after-sales moment and what brands actually do to be remembered.
Therefore, there is the need for companies to rethink their strategies, as also to invest in new plans for not only guaranteeing a good revenue, but also to pay attention to the relationship with the consumer. Here, more than ever, it’s worth remembering that customer service success depends on exceptional CX.
Soon, to guarantee an efficient and satisfactory CX, these professionals highlighted six strategies focused on the User Experience (UX) to create closer and lasting relationships between customers and companies.
Tips for companies to capture and retain customers
So that companies can capture and retain customers, some strategies focused in CX and UX should be taken into consideration.
1. Invest in usability tests
The first thing that companies should have in mind when trying to attract and retain customers is the fact that there is no problem in making mistakes. More than that: making mistakes is the big step to success. After all, what is the customer experience if not an extensive journey of trial and error?
As the customer’s behavior changes daily and technologies advance, the CX strategy should follow this process. And, as incredible it seems, the best way to get it right is doing wrong.
That way, CX experts suggest that usability tests (A/B tests) are an excellent way for companies to understand what is working or not at their platforms and applications. For example, mobile apps that lock and close on their own lose many users and also make it difficult to retain old users.
2. The platform’s interface should be simple and intuitive
In terms of technology, it is necessary to understand that, for the customer, it is really uncomfortable to access a website or to make an unintuitive online shopping process, where the user cannot easily navigate. Therefore, the UX must be thought of and worked very carefully.
According to professionals in the area, it is important to offer a simple interface that doesn’t overload the consumer’s journey with too many attributes. Showing everything a brand can do is very tempting, but even something good can be too much and end up damaging the CX.
3. Design Thinking and UX Design are essential
If the big brands’ strategies are focusing on the customer, nothing is more important than drawing something that he can relate in a fluid and intuitive way, especially considering the fact that today’s consumer is much more demanding with the platforms they choose to use.
Experts revealed that more than 75% of consumers judge a website based only on aesthetics. Therefore, it is strategic to limit the number of user decisions through “design thinking” – joining Design Thinking and UX – so that the website is aesthetically pleasing and its elements facilitate decisions and the browsing experience.
4. Sympathy is the soul of the process
It is important that companies understand that the customer’s journey is built from respect and sympathy. Besides that, if the objective is to promote a good experience, it is necessary to have the sensibility to guide, support and teach.
A good User Experience strategy usually has its share of teachings and guidelines. An example is a welcome email introducing a brand and its platforms to users.
In the expert’s opinion, customers learn how to use the products with the guidance of the company.
Besides that, it is possible to guide and teach users inside the application or site, through initial settings, tutorials, etc. When anticipating and answering customers’ questions, the company improves its UX, avoiding frustrations and improving the satisfaction level during the customer journey.
5. Worry about guaranteeing accessibility to the public
We live in a scenario where technology needs to be inclusive and accessible to all people. This accessibility includes, mostly, the company’s site and the relationship channels.
Soon, working accessibility for all people and their respective deficiencies and difficulties is critical to achieving success and retaining customers.
For example, a site that is too complex can have difficulty to load on determined smartphones, not to mention situations involving bad connections. It is also important to develop apps knowing from the beginning that you will need audio photo descriptions for the blind and captions for the deaf and people with hearing problems.
6. Spare no effort to make a good impression
All results from customer loyalty revolve around remembering some positive experience involving your company.
In addition, it is through a good experience that the customer retention occurs. In other words, we can say that delighting customers is ensuring their retention.
Therefore, experts revealed that a good UX strategy – involving both design and text/content – has the power to make the user go back to the platform always looking to be surprised. A different answer, a more detailed description or a layout that speaks to a specific promotion are attributes that create a positive experience for the user.
DNK is number one in solutions focused in CX for call centers and contact centers
Aligned with the market trends and needs, DNK offers the best solutions for Call Centers and Contact Centers, being specialized in the development of high-performance products, solutions and services for companies in the area.
The use of last generation technology combined with a team of experienced professionals, leads DNK to constantly innovate to transform the experience of customers and partners with their consumers.
DNK values excellence in customer service providing their partners tools and platforms with innovative, customizable and intuitive functions in order to guarantee a satisfying and unforgettable CX.
With DNK’s services and products, the customer service is provided through an integrated omnichannel platform, which connects all service channels (WhatsApp, voice, web, chat and others) with fast recovery of client’s information and data, in order to offer a complete and satisfactory management of the client journey with differentiated results and in compliance with the standards required by the LGPD.
The company is recognized by the market and awarded for solutions and successful cases. Champion of the “Best self-service Solution” category in the XXI Modern Consumer Award and winner of the silver trophy in Client SA 2020 Award in the category “Leader in Innovation Strategy”, in partnership with a client, DNK understands that a well-attended customer is the secret for the successful of the service.
