Consumers are more empowered than ever. Since the World Wide Web became a thing to the general public in 1993, consumers have become accustomed to accessing unlimited information for the products they want to buy online. According to Statista, 40% of online shoppers in 2021 said they searched for products via search engines. There are 1.86 billion websites live today, and consumers can go anywhere to find a product or service. And, with the sheer amount of data available online, how do brands uniquely differentiate themselves? There will always be another brand that does what you do. So, what makes you stand out? How can you fight the good fight for the attention of consumers?
Consumers want what they want when they want it, and customer experience is the key to uniquely differentiating your brand from others. Historically, the experience of a customer was traditionally categorized in the post-purchase phase of buying a product. Today, customer experience starts at the beginning of the customer journey. As we are inundated with a tremendous amount of information when searching for that elusive product we want, how can you ensure that your brand can provide a superior customer journey without promising them the moon?
Make it Easy for Consumers to Shop.
Back in 2005, Staples introduced the “easy button.” The iconic red button was a creative way for businesses to relieve stress while ordering office supplies. The symbol represents the fantasy of wish fulfillment.
Fast-forward 12 years and Amazon introduced the real version of the easy button with “Buy Now.” Factor in headache-less returns and same-day shipping, and you have the closest thing we’ll ever get to wish-fulfillment.
5 Essential Steps in the Consumer Buying Process
Every company now has the opportunity to offer an Easy Button-like experience. Consumers can go anywhere to search for what they want to purchase. According to Power Reviews, there are five essential steps in the consumer buying process.
- Problem Recognition: the customer realizes they have a problem that a product or service can solve.
- Information Gathering: Once consumers realize they have a problem, they will usually turn to the internet to research a plausible solution.
- Evaluating Solutions: After the research phase is complete, the consumer will create a shortlist of brands that solve their problem.
- Purchase Phase: The consumer has finally picked your website to purchase the solution to their problems.
- The Post-Purchase Phase: You have successfully sold the solution to the consumer. Now, how do you keep them coming back for more?
Communication is Key
Consumers want communication at every phase of this buying journey. When they search for a product, they want to see if it can arrive at their doorstep in 2-days, 1-day, or the same day. They want to know the number of reviews for the product and how many of them are five stars. They want to see the pricing history or if the product is on a discount. How does it compare against competing products? These questions are answered with customer experience data, and communicating this information is key to attracting and maintaining consumers.
By sharing all this data, your customers will sense they are not just a number or a turn-and-burn, but see that you care about what they think. Utilizing communication tools like a Net Promoter Score (NPS) survey and real-time ETA updates of when the package will arrive are sure-fire ways to attract and maintain customers. It all comes down to honesty.
Net Promoter Score Survey - Make it “Easy.”
In 2003, Fred Reichheld, a partner at Bain & Company, created a new way of measuring how well an organization treats the people whose lives it affects—how well it generates relationships worthy of loyalty. He called that metric the Net Promoter Score (NPS). The survey is straightforward and gives brands insight into how satisfied consumers are with their recent purchase experience. Delivery experience software makes it easy for brands to include NPS into phase five of the buying journey - the post-purchase phase. Further, accurate delivery predictions, or ETAs, can often make or break this score - even with an excellent product.
FarEye Makes Customer Experience Easy
Anything less than a superior customer experience results in consumers switching over to other brands as they have many choices to choose from. Brands need to create a differentiated yet consistent experience to ensure repeat purchases and increase value per customer.
FarEye’s experience loyalty solution brings together enterprises and their partners while keeping the customer at its heart. This allows brands to forge loyalty by creating experiences that engage customers on an emotional as well as on a transactional level. FarEye seamlessly orchestrates logistics processes and will enable enterprises to guarantee delightful, branded, and personalized customer experiences to drive business growth and ensure brand loyalty.
See how FarEye can contribute to a superior customer Experience.