You have a lot to think about as an entrepreneur looking to grow your business. From marketing to production, distribution, and inventory management, there are plenty of important responsibilities vying for your attention. But none of those things really matter if you can’t keep your target audiences happy. Your business probably won’t survive long if it has more disgruntled than satisfied customers.
Boosting customer satisfaction should be the core motivator of everything you and your employees do. Good customer experience is key to creating purchasers who look forward to doing business with you again. But providing too much assistance to your target customers in the sales funnel process can backfire and turn them away. They don’t want to feel like someone’s constantly breathing down their neck and waiting for them to make a purchase. Here’s how to find the right CX balance to increase customer satisfaction.
1. Give Customers the Detailed Product Info They Need
People don’t generally purchase things they don’t understand, need, or want. That’s why it’s important to provide well-written documentation outlining what makes your goods so great. Potential buyers need to know what your products are, how they work, and how they can solve everyday problems. Interactive manuals, guides, and other customer support documentation can help educate customers on their product discovery journey.
You need a special skill set to craft convincing, factually accurate documentation. If you or your staff don’t have the necessary experience to do this well, consider outsourcing technical writing services. You’ll have access to a dedicated team of professional information architects and writers who can accomplish your complex content development goals. Once they create and deliver your customer-focused documentation, publish it on your site so website visitors can easily find it.
2. Create Product Demo Videos
It’s important to have written product information on your site where customers can quickly access it. But you can grab the attention of your audience even more effectively by also offering educational video content. Many people find it easier to follow verbal and visual instructions than written instructions alone. Product demo videos can help you convert website visitors into eager customers in minimal time.
Create compelling demo videos by introducing new products in entertaining and informative ways. Show the product’s most unique features and explain how they can benefit viewers’ lives. Use an authentic, down-to-earth approach to explain how the product works without coming across as too “salesy.” This will help you earn viewer confidence and disarm their natural inclination to distrust salespeople.
3. Offer a Variety of Purchasing Options
People tend to become frustrated when they’re given limited purchasing options. They may see such limitations as an indication that the company they’re buying from doesn’t care about customer satisfaction. You might have an exceptional product that can improve peoples’ lives in a meaningful way. But if you don’t accept debit cards, you risk annoying the 29% of U.S. consumers who prefer to pay that way.
Show shoppers you care enough about their business to go the extra mile. In addition to accepting credit cards, cash, and checks, consider offering the increasingly popular “buy now, pay later” method. Working with a BNPL service provider like Afterpay, Klarna, or Affirm could give your customers the flexibility they need to pull the purchase trigger. Accepting digital wallets like PayPal and Apple Pay will further show shoppers that you care about making their purchasing process as convenient as possible.
4. Focus on Website UX
Website user experience combines elements of technology, design, research, and psychology to provide the best possible site visitor outcomes. To boost customer satisfaction, you want to make sure your website UX is on point. Buttons need to be in intuitive places and do the expected things; headers must lead to informative landing pages. Any visitors to your site should be able to navigate it easily and efficiently. They ought to be able to find any product information they want in a matter of seconds.
Analyze your website to determine how user-friendly it is. If there are design weaknesses, identify them and make improvements. In some cases, you might need to completely reconstruct your website to ensure it provides the best UX. This may be an expensive and time-consuming process, but it will be worth it if it keeps your visitors happy. Satisfied customers are more likely to return and make additional purchases from you down the road.
5. Measure Customer Satisfaction Regularly
Measuring customer satisfaction rates is something every business should do on a regular basis. There are several metrics you can use to figure out whether you’re creating pleased or displeased customers. The customer satisfaction score (CSAT), net promoter score (NPS), and customer effort score (CES) are some of the most important.
To learn how you score in each of these areas, send surveys to customers after each purchase that include these three questions:
- How satisfied are you with [product name]?
- How likely are you to recommend us to others?
- Based on your most recent experience, how easy was it to use our website?
Boost participation by making your surveys brief and easy to answer. Most companies use a scale of 1-10 to determine customer satisfaction levels in their surveys. Once you know your CSAT, NPS, and CES scores, figure out what actions you should take to improve them. Whether it’s implementing a new product feature, finding another shipping provider, or overhauling your website, you’ll be taking necessary steps to keep customers satisfied.
It can be challenging to find the ideal balance between providing optimal customer support and being overbearing or intrusive. Use the strategies outlined here to create happy, loyal customers who feel seen and valued throughout the entire sales funnel process.
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