These days, aiming for success means creating a positive business ‘experience’ for your customers. Confused? Don’t worry, MOO is here to explain all.
The world of business has changed, and it’s no longer enough to simply open a storefront or launch an e-store. Nowadays, aiming for success means creating an overall business experience. Confused? Don’t worry, MOO is here to explain how to elevate your brand to appeal to customers and create a positive customer experience that lasts.
The term ‘omnichannel’ may sound intimidating, but it’s not as complex as it may seem. Simply put, it means that your brand is represented on as many channels as possible. For example, you may have a beautifully designed storefront, complete with a sleek window display, but if you’re happy to settle for a customer experience that ends the moment they step out the door, then you’re missing a trick.
Omnichannel means that as well as having a store, or an e-store, you ensure customers can connect with you in other ways. This can mean through social media, through email marketing or through a perfect blend of technology and your brick-and-mortar location, like ‘click and collect’ services. Essentially, it means that you’re equipped to let customers engage with you in almost any way they want to, so even after the purchase is complete, they’re still connected to you via social media, email and more.
If you do have a physical location, then make sure you are making it more than a room with your products in it – really push your brand’s character into the space. If you sell beauty products, make sure the store is always beautifully scented with the same body sprays you offer, if you sell chocolate, keep those free samples topped up. Even if you’re a bit more of a utilitarian business, like a key cutting service, make sure your space is bright, airy and welcoming, so customers (who may not really know the process very well) aren’t intimidated. In fact, these ‘scary’ sorts of services are the perfect example of businesses that can benefit from an omnichannel strategy. Customers are likely to timidly Google what to ask for and what prices to expect, so make sure your website is ready to answer all their questions and welcome them instore!
Ensure your staff are fully up to date with your products and services and don’t sleep on continuous professional training – no customer wants to hear their server defer to a manager for a simple task. The growing flash sales events trend is the perfect way to bring other channels into play too. Maybe it’s your brand’s birthday, maybe you’re celebrating the arrival of summer or maybe the festive season is drawing in – announce your sale on your social feeds and hand out some flyers with suitably eye-catching graphics and invite customers back to your location.
Special events for loyal customers are also a great way to strengthen customer relationships, deliver on fantastic customer service and generate easy exposure – exclusive events are just what Instagram was made for.
As the saying goes, you can only make one first impression, and if you can appeal to a customer in a way that other stores can’t quite achieve, you may win not just a first-time customer but a loyal return shopper (add a loyalty card to the equation and you’re onto a winner).
It may seem much harder to create a great customer experience online when you don’t get the opportunity to see anyone face to face, but there are ways to make sure your website is an effective extension of your storefront. Alternatively, if you are exclusively online, then that’s all the more reason to really nail your digital presence. Some positive customer experience examples to follow online include: