The Holiday CX Battlefield
This holiday season, you can expect customers to shop more online, increase their use of mobile phones and tablets to conduct research about products and to make purchases, and demand better and faster customer service across all channels. What does this mean for you? If you aren’t prepared to provide your customers with the convenience they expect, the answers they need, or a streamlined shopping experience, then you’ve already lost the war for customers this holiday season.
Online Shopping Experience
By simply putting yourself in the shoes of your customers, you begin to understand the consumer trends that have been picking up momentum over the past several years. Why are people choosing to shop on Cyber Monday versus Black Friday? Well, have you ever skipped a Thanksgiving meal to head to your local retail store at 6 p.m. to try and snatch that plasma television? Not only do you miss out on spending priceless time with the people that matter, but you then have to fight your way through hordes of budget-conscious shoppers all vying for that hot holiday product. Customers are seeking convenience and your digital user experience can provide that. Make it easy for your shoppers to research your products. Bring your product feedbacks and touchpoints to your customers. Become a one-stop shop for all of their needs.
Service Is King
Tweets, Facebook posts, Instagram comments, live chat, and email are some of the channels your customers use to engage with your brands. Customers are using their preferred channels to interact with your brand, so it becomes imperative that you provide one cohesive and continuous customer service experience. A shift towards consumer self-service means that you should have a robust FAQ or knowledge center that proactively answers the questions your customers often ask. Make it easy for them to find a customer support phone number and help them feel guided and supported at every step of their service adventure. A Forrester Research report noted that 77% of U.S. online adults feel that good customer service is a company’s ability to understand and value their customers’ time. Make it simple and efficient for your customers to purchase this holiday season.
Conclusion: Elevate Your Customer Service
Understanding your customers during the holiday season by viewing the world through their lens can help you create a unique user experience that makes your customers and your bottom line happy this holiday season. Customers are seeking convenient methods by which to purchase your products and services, so make sure you are leveraging your digital channels to streamline that process. Mobile and tablet optimized channels are a critical factor for customers when deciding to make a purchase. Always keep in mind that your customers are using various channels to interact with your brand, so make sure that you are always prepared to connect with customers in the channel they prefer. Establish a user-centric holiday strategy, exceed your customer expectations, increase your loyalty base, and increase repeat purchases. Ultimately, this will make your brand stand out from the crowd. Good luck and happy holidays!
About the Author
Jose Ortiz, Business Operations Analyst within the Emerging Leadership Development Program (ELDP) at Arise, is passionate about leveraging the power of data-driven and customer-centric marketing strategies to drive extraordinary experiences and disrupt the status quo.
Prior to joining Arise, Jose interned at IBM as part of the Digital Strategy division, where he was charged with optimizing the digital IBM user experience for premier IBM products/services. Most importantly, this is where he first developed his passion for Digital Strategy and the ever-evolving frontier that is Digital Marketing. During his first rotation at Arise, Jose was tasked with being the Associate Project Manager for the company wide website revamp of Arise Virtual Solutions. Throughout his tenure with the marketing team, he sought involvement in every facet of the department ranging from writing copy for the site to link building to SEO optimization. He always seeks a challenge and has an insatiable curiosity. He sees Marketing as the perfect marriage of the creative and the analytical, and hopes to develop his career in the marketing profession.
Jose graduated from the University of North Carolina at Chapel Hill with his Bachelors of Science in Business Administration, with a dual Emphasis in Marketing & Entrepreneurship, from the Kenan-Flagler Business School.
*Statistics provided by Parature.com and Forrester Research