In-store shoppers are not satisfied with their mobile experience and more CX stories you should read
by Philippe Aussant, on Oct 2, 2018
Summer has seemingly flown us by, and with it many more great articles, tips and stats to help enlighten any Customer Experience (CX) professional in their CEM efforts.
Here are some of the recent CX stories that caught our eye:
- Many shoppers use mobile devices in-store but aren’t satisfied with the experience
- The need to offer an on-the-go Mobile experience for an on-the-go world
- Customer Experience and Likelihood to Repurchase are very highly correlated
- Shoppers are least likely to be satisfied during the checkout process
- iperceptions Blog Post to Check Out – The true value of VoC in CEM
Mobile devices grant shoppers with easier access to crucial information to help them move more smoothly along their customer journey. A reality that may be familiar to many of us is how we, as shoppers, will take out our mobile phone at some point when in a store to learn more about specific items we’re considering buying. However, it appears some brands have not yet optimized the customer experience for this particular omni-channel behavior.
According to a new study by Salesforce and Publicis Sapient, nearly 3/4 of shoppers are using their mobile devices while in-store to compare prices (36 percent), research products (29 percent) and read product reviews (25 percent), among other tasks. However, shoppers are rating their mobile experience in-store relatively poorly (a score of 1.74 out of 5), which indicates that many companies still need to work on this aspect of the customer experience.
Mobile has been steadily disrupting CX professionals' view of the traditional customer journey. As we move towards increasingly omni-channel customer journeys, it is essential for brands to have a mechanism in place to better understand why people interact with them the way they do, so they can make the necessary changes to meet their ever-growing demands.
Wherever you go, it feels like most people around you (myself included) at any given time are leveraging their smartphones in some way, shape or form. Mobile devices have impacted not only how we interact with our peers, but also how we interact with our favorite brands on a daily basis. Not to mention, they've also altered how we travel along our customer journey. Consequently, brands can't take the Mobile experience lightly.
In an article for Marketing Land, Brian Solis examines how brands must look beyond merely having a mobile presence (website, mobile app) to deliver a great experience across the customer journey – they must also ensure that they understand how “preferences, expectations and intent evolve and how their users seek to interact with different platforms.”
Brian goes on to to sum up his argument with this great quote:
“A lack of understanding of people’s needs on mobile today will inhibit growth tomorrow. On the other hand, embracing evolving customer needs and expectations will foster growth.”
For brands to design seamless and consistent experiences that stand out from their peers, brands must ensure to set up listening posts on all their touchpoints to better understand the needs of their visitors at different points in their customer journey, and determine how best to adjust their efforts accordingly to meet those needs.
There has been ample research that has highlighted the importance of delivering a great customer experience on your bottom line. However, recent research by The Temkin Group has helped quantify a critical element of this relationship.
In a study that evaluated over 300 companies across 20 industries, The Temkin Group found an incredibly high correlation of R=0.82 between the quality of the Customer Experience that a company delivers and the likelihood that a customer will purchase again from this company.
While it’s important to keep in mind that correlation may not always necessarily translate to causation, it may be safe to say that this finding suggests that companies can expect long-term positive effects from designing a great experience. As well, it also highlights the importance of the first impression on customers, particularly in a world where their buying power is higher than ever.
From the time you start researching something to when you go to purchase it, shoppers can go through a lot of experiences along the purchasing process. When you sit and think about your shopping habits, at which step are you at your happiest, or which step grinds your gears the most? A recent survey by Rokt, and reported by eMarketer, examined precisely that.
The survey found that when it comes to the online purchase process, only 9 percent of US shoppers were happiest during the checkout process. This stage was the lowest-rated of all the stages examined, while “seeing your purchase is complete and confirmed” (43 percent) was the highest-ranked step in the shopping process, followed by “researching your options” (24 percent) and “selecting your product on the website of your choice” (21 percent).
The checkout process is a critical stage of the shopping process that could negatively impact a brand’s revenue and conversion rates if issues and inefficiencies are not remedied. As such, this requires CX professionals to put the measures in place to listen to their customers and dig further into their checkout experience to determine what specific aspects of the checkout process can be altered to ensure a stronger, more positive purchase experience.
In the age of CX, measuring the voice of your customers, learning directly from them what makes them interact with your brand the way they do and how they feel about your customer experience, goes a long way. But like any other data source, Voice of the Customer (VoC) insights are only as valuable as what you do with them.
In this post, Duff Anderson, SVP and Co-founder of iperceptions, breaks down the true value of VoC, and how CX professionals should leverage it to their full potential. Duff examines how this value can be found in using your VoC insights to help you align internally more quickly and deliver optimal experiences at all times by leveraging your customers’ expressed intentions and needs as a guide.
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