One aspect of customer experience (CX) that people often overlook is the importance of consistency between platforms.
Now before you run for the hills at the most overused word in history – consistency – let me put that another way. You feel the same no matter how you interact with the brand, coaching, website visit, or in a store. Design and usability of your website matters but consistency encompasses every interaction a customer has with your brand, both online and offline.
Where will we meet?
If someone says, Meet me at the museum, it doesn’t matter where in the world you are, you know what to expect. Rooms full of “art” and lots of space. No matter what kind of museum it is, you expect certain things.
Service, shipping and delivery processes, social media engagement, and even the tone of your marketing communications all play a role in shaping the overall CX. Even if your website is beautifully designed and user-friendly, a negative experience elsewhere can damage a customer’s perception of your brand.
You better be able to read my mind!
Another aspect that people may not fully understand is the impact of personalization on CX. With advancements in technology, customers now expect tailored experiences that cater to their individual preferences and needs. This could include personalized product recommendations, targeted marketing messages, or a customized user interface based on previous interactions. Now, don’t freak out if you aren’t personalizing (yet!); just put it on your dashboard for future interaction.
People tend to underestimate the importance of gathering and acting on customer feedback to improve CX. Your website may seem intuitive to you, but it’s essential to listen to the perspectives of your customers and make adjustments based on their input. Listening is a superpower. It’s not just words you want to listen to, it is also monitoring customer reviews and implementing changes based on common pain points or suggestions for improvement.
It’s bigger than the website
Ultimately, CX is a holistic concept that extends far beyond the design and functionality of your website. It requires a deep understanding of your customers’ needs and preferences, consistent engagement across all touch-points, and a commitment to continuous improvement based on feedback and data analysis. By prioritizing consistency in every aspect of your business, you can build stronger relationships with your customers and differentiate yourself in a competitive market.
