Today’s consumer has evolved. They are smarter, tech-savvier, more connected, and more empowered than ever before. When it comes to web experiences, they expect your brand to know who they are, what device they’re on, and what messages they want to hear—and then to deliver an experience tailored to them.
These new expectations mean customers have more reasons than ever to leave your website or ignore your messaging; and brands are changing their strategies accordingly. Recent industry analyst research indicates that, since 2012, focus on the customer has become a top corporate objective for organizations. Customer experience management will continue to increase in importance as businesses realize the value it can bring. To meet your customers’ expectations, your brand needs to be engaging and deliver genuine, compelling experiences that are customized for them and their mobile lifestyles.
Here are the top three reasons why customers are leaving your website—and how to get them to stay.
REASON NO. 1: Your customer experience keeps restarting
SOLUTION: Be consistent with responsive design
As your customers move across devices and channels, does your messaging go with them, or does it keep restarting? With users becoming more and more mobile, a consistent experience is vital. For instance, if a customer visits a retail website on a desktop but then changes to a tablet or a phone at the time of purchase, the website needs to maintain the same look, functionality, and content as the desktop version.
One new approach to web development helps organizations accomplish this:
Responsive design supports a device-agnostic website and continuity of a customer’s web experience. Responsive design gives your website the ability to automatically adjust to your customers’ various browser sizes, ensuring they always see your content the way it’s meant to be seen. With responsive de-sign, you can ensure your users have consistent experiences across any device and platform, without using up valuable resources to maintain multiple versions of your website.
It’s never been more important for your organization to provide a consistent, contextualized, and content-centric customer experience. Although creating responsive websites that engage your audience is not an easy task, businesses that make the upfront investment now can gain a competitive advantage in the coming years.
REASON NO. 2: Your content is missing the mark
SOLUTION: Deliver truly compelling and contextual experiences
Customers today seek out content and experiences that resonate with them. If you’re not delivering the right messages at the right time and in the right place, you may be missing your chance.
Delivering compelling customer experiences is one of the best ways for an organization to connect with its customers and differentiate itself from its competitors. Successful brands create compelling experiences in two key ways: By delivering tailored content across omni-channel touch points, and by engaging their consumers through content marketing.
Tailored, contextualized content is highly personalized, anticipating the needs and buying behavior of each consumer to offer tailored products or services at the most opportune moments to buy. To give your customers the contextualized experience they want, organizations need to consider three tiers of data: historical (buying behavior or pathways through a website), situational (geo-location), and demographic (profile-based), as well as the device the customer is on.
Brands also need to engage their customers on a genuine level by taking a content marketing approach. This includes listening to what customers are saying, engaging in conversations, building brands through relationships, and refining the experience with digital technology. Effective content marketing strategies produce content that is relevant to the audience and distributed on the appropriate channels and devices.
Delivering highly relevant content that is tailored for the individual and optimized for the device they’re using gives organizations opportunities to build brand loyalty and long-term relationships with customers.
REASON NO. 3: You’re not where your customers are
SOLUTION: Keep up with an omni-channel approach
Not long ago, cross-channel marketing involved a combination of print advertising, radio and television spots, direct mail, email campaigns, and pay-per-click advertising. But consumers have grown skeptical of traditional marketing such as billboards and television ads. They want to interact with the brands they like when and where they want.
Today, reaching consumers requires a complex, multifaceted approach across many channels and devices. Device proliferation and trends such as the consumerization of IT have made it more difficult for organizations to keep up with their customers. But if you’re not delivering the right content in the right context the first time, you may lose your chance to connect with your customer.
An omni-channel content delivery strategy optimizes customer experience at every touch point, ensuring the consistency and relevancy of messages that are delivered across multiple touch points. This approach achieves superior results in return on marketing investments, customer satisfaction, and company revenue.
Each new technology creates a new customer touch point—and another opportunity for brands to interact with, engage and learn about their customers. Leveraging multiple channels increases the opportunity to improve conversion rates. More than this, though, it gives you the ability to nurture brand advocates and ensure that your brand is elevated in your customer’s social circles.
Using Digital Tools to Create a Positive Customer Experience
For brands that want to be consistent, be compelling, and be wherever their customers are, traditional Web Content Management (WCM) systems no longer fit the bill. The broader capabilities of Web Experience Management (WEM) tools facilitate the management and optimization of experience across all channels and platforms, including the Web, mobile phones, social networks, tablets, television, catalogues, in-store purchases, and more.
Integrated WEM tools give organizations the ability to deliver content in engaging, contextualized, and personalized ways.
Reference: Experience is everything, “www.opentext.com”
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