The customer experience encompasses the entire set of customer interactions with a brand. Typically, the consumer experience starts with getting to know the company.
Further – the beginning of an interaction, ordering, payment, use of a product or service, brand support. Some of the things that affect customer experience include brand positioning, market awareness; service level, employees’ communication; the convenience of interaction, availability of points of sale; unobtrusiveness of the advertising campaign.
Nowadays, this list is expanded with the experience of interacting with Internet sites, whose quality is influenced by the work of React Developer. Companies usually hire React developer for leveraging the front end of the user interface. In this article, we will talk in detail about the customer experience, how to test and improve it in the web versions of the site.
How to Test Customer Experience
There are several metrics for analyzing customer experience: NPS, CSAT and, CES.
NPS means net promoter score. This is one of the tools for assessing customer loyalty to the company. The index is analyzed based on the responses of buyers to NPS surveys. The standard formula of the question is: “Will you recommend us to your friends and acquaintances?” The person is offered a ten-point scale and a field for commenting. Despite the simplicity of the method, NPS surveys help to quickly analyze customer loyalty. The presence of comments allows you to determine what exactly you like or dislike. The index is calculated using the formula: NPS = the number of loyal customers (%) minus the number of ill-wishers (%).
- CSAT is a measure of customer satisfaction. A similar tool with NPS polls, only sharpened for a specific stage of user interaction. For example, CSAT is used to determine customer experience after contacting support or paying for an order. A person is offered three options for an answer: bad, average, excellent. Additionally, there is a field for entering a comment. To calculate CSAT, you need to assign numerical values to the answers: 2 – bad, 3 – average, 5 – excellent. Next, you need to add up all the values obtained and divide by the number of users surveyed.
- CES is a customer effort score. The goal of this metric is to find out how easy or difficult it is for a user to perform a targeted action on a company’s website or service. For example, after ordering a product or service, the client is invited to take a short survey: “Was it easy for you to place an order?”. 4-5 variants of answers are offered: “extremely difficult”, “difficult”, “average”, “easy”, “very easy”. In 90% of cases, the easier it is for a visitor to take targeted action, the better the customer experience.
If you compare these three metrics, you can see customer impressions about your company, identify the strengths and weaknesses of the service.
How to Improve Your Website for a Better Customer Experience
It is important to understand and know the customer experience across all channels. Now let’s move on to tips to help you create a successful strategy.
- Research and understand your target audience
First of all, there should be an understanding of who your customers are. It is better to refresh the “portrait” of a customer as often as possibly. The information about the customer should include age, gender, location, hobbies, motivation to use your product, his or her pain and needs. You can conduct surveys and then analyze the data with a team of specialists. Knowing what your customer wants and how they wish to get it increases the amount of information and ways of its applying in design and product promotion.
- Be certain about your CX vision
You need the basic principles to guide your CX design. They can be drawn up based on the values, mission, and vision of the brand. Reflection of these elements should be in all interaction with the brand with the audience. CX is no exception here.
Answer the questions:
- What impression should a customer have from contact with our brand?
- What customer experience do we want to offer based on our mission and values?
- Make a customer journey map
The map will help you visualize all the stages that a customer goes through when contacting your brand. Create a portrait of the client, indicate his motivation and needs, list all the paths that he will take from the first acquaintance to purchasing a product.
Interaction points can be identified using a universal five-element formula:
- Attracting attention – how clients will know about you
- Interest – how does a customer develop an interest in your product
- Contact – how a potential buyer behaves when starting to interact with the brand
- Impression – what emotions, what “aftertaste” remains with the client after contact with the brand
- Engagement – how you will involve the client in further relationships, the transition to the next stage of interaction, up to the target result (transaction) or its repetition
- Create an emotional connection with your website design
People value brands that show they care about their customers. The site should have a convenient design, intuitive interface so that when using it, the client understands that the brand is trying to assist him.
Now buyers want from services and goods not only high quality but also the appropriate attitude. They are ready to give their money only to those who value and respect them. Therefore, creating an emotional connection is so important. If you do not give this to the client, he will find another company. Once you have studied your audience well, it will be much easier to create a strong emotional connection. You will know what your customers want and you will be able to provide them with it.
- Track customer reviews and value their opinion
No one can tell you what needs to be changed in the customer experience better than the customers. Above, we mentioned the metrics with which you could track customer reactions and do it promptly. Follow what they write and say about your service or products, how easy or difficult it is for them to make a purchase, whether it is convenient to pay for orders.
Ask questions from the perspective of customer care – you want to improve the service and are open to suggestions and wishes. Remember to also ask what the client likes and not just focus on the negative issues. Encourage customers for feedback – offer special discounts and other pleasant bonuses.
Cost for the Improvement of CE
To improve the customer experience, not only the website developer, like React programmer is important, but also the web analyst. For comparison, a React developer salary in the US is $108,175, while in Ukraine such a developer receives $40,800. A web analyst in the US receives $66,296, and in Ukraine – $9,500.
The first step towards a solution is realizing the need for targeted customer experience management. Consciously designing the outcome you want – through the use of analytical and predictive tools, through the mapping of customer pathways. Next is the choice. Development of the necessary competencies within the company, or the attraction of a contractor who already has the relevant experience. This holistic approach will help you improve your customer experience at all levels, including the web.