Many terms are used when it comes to marketing and how you engage with your customers. The sheer number of them can make it difficult to discern the importance of any one particular example, but if there’s one that you should pay special attention to, it could be the customer experience.
This describes how your audiences experience your brand, the process, and where your strengths and weaknesses lie. If your customer experience is found wanting, even if the product or service you provide is strong, this could be enough to turn audiences away.
Are You Considering Everything?
When you imagine what your customer experience actually is in practice, it becomes easy to think of it in more restrictive terms than is the case. In truth, it could begin much earlier than you know and end long after you’re ready to call it a day. These additional areas might be ones where you’re not as directly involved, but that might not matter to your customers, and it could still affect the perception of your brand. If the marketing isn’t painting the right image of your brand, for example, that could affect the first impression made. Equally, if the delivery of your product is found lacking, you might want to investigate other services with free shipping quotes that can offer alternatives.
Convenience and Ease
Sometimes, it’s not about the quality of the experience as much as it is about the ease of it. There’s still room to impress your customers with what’s going on with your presentation, but making it too difficult or long-winded to simply get in, get what they need, and get out could cost you.
It’s understandable that you might have concerns about the length of exposure here—you’ll want them to hang around long enough to be enticed toward other aspects of your brand, for example. However, there’s a sweet spot to consider. This tactic could become obvious after too long or risk inducing boredom, which is something you don’t want to be associated with.
Digital Navigation and Feedback
The experience is also tied to the mode of interaction. It’s easy to think of your customer experience as only relevant when it relates to how they engage with your primary service, but it can also apply when they’re simply trying to visit your website.
Web design being important to your brand’s image isn’t a new idea, but it’s another example of where you might look to go big with impressive visuals and flashy animations.
These can be incredibly effective when done well. Still, they can also risk distracting from the actual quality of your website and might even make interacting with the page more visually cluttered and unpleasant than you intended. There’s room to make the most of simplicity here, and part of that simplicity is making it easy for customers to give feedback when they want to.
