For organizations to stay competitive in today’s fast-changing market, companies are collecting large volumes of data hoping to identify the next big opportunity. For some, that data includes customer behavior information, web analytics, transactions and inventory movement.
However, it can be hard to gather, merge and analyze data from multiple sources quickly and efficiently, says Alyssa Dettloff, Assistant Account Executive at Padilla.
“Once this data is collected, most companies and business managers don’t have the bandwidth to sift through it manually looking for new angles and relationships.”
Jeff Newman, CEO at Mauka Technology, says companies need to consider the customer’s experience when they start off, during communication, and relationship during relationship building stages — even if they leave.
“To start off and create a frictionless customer experience, build customer loyalty, increase revenue, enable smoother inventory management, and more… mobile apps are the way to go,” Newman says.
“A mobile-friendly website does not cut it anymore.”
Some features that come with a branded mobile app to be integrated in your customer lifecycle include:
- Referral programs – An in-app referral program can make it easy for customers to send referral-based discounts and promotions to their friends and family.
- Personalized coupons and promotions – Use data based on customers’ previous orders to send them personalized offers directly on their phone.
- Customer Feedback tools – Better understand your target market’s including evolving preferences for ordering, payment, and add-on services with in-app surveys, ratings and reviews that quiz them on the specific questions you want answers to. This also enables you to offer customers a voice and easily reach out to address concerns and compliments.
- Inventory Management – Use proactive promotions that can be quickly sent out with push notifications to help smooth inventory peaks and valleys. You can also adjust the price of certain items to accommodate their increased cost over the year.
- Online payments – Easily collect payments from customers directly from their phone.
You might wonder why think about customer experience if they leave and don’t return, too? Well, customer attrition is a natural part of business.
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“Companies should view attrition as part of a larger customer lifecycle and ecosystem,” Newman says. “Think through the continued value of a customer even after they have left. Planning a positive exit is good for the customer and good for business to repeat frictionless customer experiences overall.”
Here are some great customer experience tools for B2B marketers:
This comprehensive tool’s social suite allows you to listen to online conversations and engage with customers. Messaging helps earn sales and loyalty from customers across popular messaging apps; Reputation Score X let’s you see where you stand today, know how you got there, and learn exactly how to get better. A Reviews and Review Booster tool tracks, manages, and helps you respond to reviews in one place. Finally, a Surveys function lets you generate meaningful insights from customers via email or text message.
Tealeaf enables businesses to gain deep insights on the customer journey by enabling you to investigate individual sessions across channels, including on apps, websites, and mobile. It helps identify points of friction by alerting users to issues with the customer experience such as slow loadings, buttons that don’t work, or unclear design. From there, teams — from marketing to product to engineering — can collaborate to resolve issues quickly and optimize the experience.
By providing a complete understanding of the customer experience and its business impact, businesses will be able to enhance every step of the customer journey.
“I don’t believe anything can beat Hubspot Service Hub for software tracking customers’ experience,” says Amit Raj, Founder at The Links Guy. “It gives you all the tools to meet the high expectations of your customers, keeping them coming back for more.”
Hubspot Service Hub includes a long list of features for free and standard accounts, one of the most comprehensive sets of controls, actions, and pieces of information, allowing you to easily manage your tickets. It’s also a solution that will integrate well with your sales and marketing software.
Dixa is channel-agnostic, going beyond omnichannel to offer customers conversational and context-driven support that allows them to interact with you in whatever way they feel most comfortable at every step of the customer journey. Built-in knowledge base and automatic routing allow for effortless agent assists–giving your team the tools they need to deliver support.