By Aaron Fernandez, Co-Founder, Kilowott
Technology has become increasingly embedded in every aspect of customer interaction with brands over the last decade, from advertising and outreach on digital platforms to online shopping and automated voice support. The pandemic and the push for social distancing have worked as catalysts in the last year, substantially boosting the rate at which technology is being harnessed at various levels of customer engagement.
However, an unforeseen consequence of all of this has been technology’s impact on the human experience for customers. A brand’s relationship with its customers is more than a transaction. Personal relationships, beliefs, and values-all contribute significantly to consumer loyalty and long-term product purchase decisions. In this context, brands must understand how to preserve and enhance their customers’ experiences in an increasingly technologically equipped world. We’ll explore some practical steps brands can take to personalize their approach and engage with customers as individuals rather than data points in this article.
Balance your approach to automation, especially in client-facing processes
Automation can have a substantial benefit on your bottom line. However, it is critical to focus your organization’s automation efforts on areas with easily repeatable processes and low demand for adaptation. Customer-facing positions, such as support, are frequently the polar opposite. But that doesn’t mean that in customer-facing operations, automation is a bad idea. To get the best results, you need to be strategic in your approach.
Make promotions and outreach more personalized
With the help of automation tools, brands can reach a large audience through social media, automated cold calls, or email campaigns. An effective mass outreach campaign can deliver concrete benefits, but a poorly thought-out approach can impede your lead-generating efforts. If a customer receives an email that begins, “Dear Sir or Ma’am,” they may be inclined to delete it. After all, who wants to engage with a company that doesn’t even address them by name?
It is critical to find a delicate balance between the quantity and quality of your outreach activities. What are the problems that different sorts of leads face? How can your solution provide them with the competitive advantage they require? And what distinguishes prospects from one another? Paying attention to these aspects will allow you to segment your target audience, enabling you to create successful online campaigns. There are simple ways to accomplish this without jeopardizing the effectiveness of your automated efforts. For example, using a lead’s first name instead of their title (“Hey XX,” instead of “Dear Ma’am”) immediately generates a sense of camaraderie.Do not allow automation to get in the way of interacting with leads as humans or even friends.
Minimize friction in the online purchase process
Customers used to buy things nearly exclusively from physical stores, where they could connect with real people. This was a terrific method for smaller firms, especially mom-and-pop establishments, to build long-term relationships with their customers. The business owners and the brand were frequently members of the local community.
With the rise of eCommerce, potential buyers can purchase your products more easily than ever before. The most popular online marketplaces, such as Amazon and Flipkart, make the process as simple as possible: a few clicks and your goods are on their way to your consumer.
If your company wishes to increase its eCommerce purchase options, it is critical to take a deliberate, well-planned approach to guarantee that your customers receive an online experience that is at least as excellent as the one they receive in-store.
Users will abandon their shopping carts before checkout if your online shopping experience is poorly designed and takes too long to load. Users mustn’t get the impression that they’re working with a computer program rather than a company they know and trust. Create a low-friction eCommerce channel or provide a buy option linked to key platforms. If your brick-and-mortar store is exceptional, make sure your internet presence is, too!
The customer experience is becoming increasingly reliant on technology. Customer service automation, online shopping, and social media outreach are all examples of technology-enabled platforms that your customers and leads are more likely to use to communicate with you. Despite this, the core of the business is still based on human connections. A successful brand in today’s technologically advanced world must make use of the benefits and cost efficiencies of the internet while maintaining the close relationships it has worked so hard to cultivate with its customers. The key to success is finding the right balance.