In e-marketing, customer experience includes everything that happens when your customer is on your website. And when it comes to making a purchase, 64% of customers believe that customer experience is more important than price.
The key role of customer service
Customer experience includes a whole range of things such as user experience (UX), pricing strategies, shipping and logistics, but also customer service. Indeed, creating a successful customer experience requires quality customer service. No matter if it’s a virtual world, the user must feel listened to and understood. He must feel that the service is serious and complete. In the US, 33% of Americans say they would consider switching companies after dealing with poor customer service. And it is estimated that U.S. businesses lose an average of $62 billion per year due to poor customer service.
So, to strengthen the customer experience via your customer service, the solution is to make everything as easy as possible for people. The buying process should be smooth, the return policy clear and convenient. It turns out that an inconvenient return policy deters 80% of shoppers, while 74% of people are likely to switch brands if they find the buying process too cumbersome.
User experience (UX): make people want to stay
Improving the user experience means making customers want to stay on your site. Online, there are many temptations to go elsewhere. And the penalties are immediate. A poorly structured site, not responsive design, or not customer oriented will be immediately penalized. In total, 57% of customers will abandon your site if they have to wait 3 seconds or more for a page to load.
You should also pay special attention to the search functions on your site. Indeed, 60% of customers will flee if they do not quickly find what they came to your site for.
You will have understood that in e-marketing, the distance and the virtual character of the customer relationship require the deployment of adapted strategies, otherwise your users will quickly go to your competitors.