The overarching theme of CX is the consumer’s experience engaging with a brand. How they feel at every step of the purchase experience impacts conversion and retention rates. At Open Late Collective, we specialize in guiding brands through each stage of this journey to ensure your customers have the best possible experience.
Here are the 5 steps of CX and how we can help improve them:
ONE: The Website Journey
When a customer visits a brand’s website, the page should be easy to use, easy to navigate, and have clear call-to-actions (CTAs). Within a few seconds, the site should have a pop-up where the customer can give their email and SMS number (don’t sleep on the SMS ask) in exchange for a welcome discount. There should also be another box at the site’s bottom for visitors to input their email in case they click out of the pop-up subscription box. Third, there should be really easy access to customer support – whether that’s a pop-up chat where customers can speak with a live agent or AI, or an easily seen phone number and email to contact. Make sure cart abandonment rates, page load times, bounce rates, and conversion analytics are routinely being tracked.
Optimizing the website journey to make it intuitive and engaging is essential. Mapping out the customer journey helps identify key touchpoints and opportunities for improvement. This includes implementing intuitive navigation, clear CTAs, and efficient customer support options. Ongoing analytics tracking and optimization ensure the website continuously performs at its best.
TWO: Conversion
Enhancing the website experience should lead to conversions. Conversion metrics are defined uniquely by each brand. Typically, the main conversion indicator is purchase. Others include purchase amounts, email/SMS subscriptions, and customer service contacts.
Understanding that every brand has unique conversion metrics is crucial. Tailoring strategies to meet specific goals, whether it’s increasing purchase rates, boosting email/SMS subscriptions, or enhancing customer service interactions, ensures measurable improvements through a data-driven approach.
THREE: Post Purchase
Enhancing the website experience should lead to conversions. Conversion metrics are defined uniquely by each brand. Typically, the main conversion indicator is purchase. Others include purchase amounts, email/SMS subscriptions, and customer service contacts.
Understanding that every brand has unique conversion metrics is crucial. Tailoring strategies to meet specific goals, whether it’s increasing purchase rates, boosting email/SMS subscriptions, or enhancing customer service interactions, ensures measurable improvements through a data-driven approach.
FOUR: Good CX Support
Quick, consistent, and complete customer support is extremely important to a consumer’s relationship with a brand. While AI is beneficial, it should not be relied on solely for engaging with customers. Businesses are built on relationships and humans respond to emotional investment. Human assistance is still crucial in CX. Sites should include options like live chat, email, phone, and social media. Contact options should also be consolidated within a Help Center or contact page.
Providing unparalleled customer support that balances AI efficiency with a human touch is vital. Setting up robust support systems that include live chat, email, phone, and social media interactions ensures customers always feel valued and heard.
FIVE: Feedback Integration
If your site has been given feedback from existing, past, or potential customers, take it. The best advice is from your intended audience.
Integrating customer feedback is essential for continuous improvement. Listening to existing, past, or potential customers provides the best advice and insights, ensuring the brand stays aligned with customer expectations and needs.
