What characterizes a good customer experience?
It’s hard to give a concrete definition of what characterizes an above-average customer experience, but a little thought experiment might help.
Imagine walking into a large DIY store. You haven’t slept all night because your faucet is leaking and you want to fix it as soon as possible. Unlike other customers who know exactly where to go (or who enjoy searching the entire store or website for the right items), you’ve never fixed a faucet before. So you need help. And you don’t just want to know where the right product is. You also want advice on how to install it.
So you seek out an employee for advice on what you need and leave the store confident in your own faucet repair skills. A relatively good customer experience, you might say.
Just like in this example, a good customer experience is about helping the customer: not just find what they are looking for, but also inspiring them and making their lives a little bit easier.
In the case of digital customer experience, this italy telegram data is where content comes into play. Many people immediately think of a blog when they think of inspiring content. However, content is much more than that – although a good blog can be an extremely valuable tool.
Content also includes answers to frequently asked questions, product specifications, manuals and how-tos, visual merchandising, videos, images, quizzes and much more. Above all, the purpose of content is to help and inform the customer. When you make the knowledge and expertise of your store associates available to everyone online, you can use that content to further increase your brand value.
Webshop commerce: limited options
Now that we've identified some of the more tangible aspects of a good customer experience, it's time to look at ways we can integrate this content into an e-commerce environment.
The most common e-commerce websites are simple online shops with a commerce platform designed to display products as in a traditional catalog. Such a platform is fairly easy to implement, but offers limited possibilities when it comes to content. In most cases, the focus is on a specific channel without further diversification. This focus on the product catalog and the traditional funnel does mean that customers can experience a less than optimal customer experience.