Nothing makes retaining a customer more difficult than the company that is trying to retain them. A company can be its own worst enemy on this topic. Your effort to retain customers implies something is wrong in the first place.
It is known to all that a 5% increase in customer retention can lead to a 25-100% increase in profit. But only a few among the lot take advantage of this fact. Rest have become like the monkey who in greed of new peas forgets the ones already with him, leading to loose both. And one of its major reasons is the paucity of user experience.
Be it a kid in an amusement park or a user using your services, the experience can make or break your company. Where good experience can make retained customers even promoters, bad ones won’t just make them change their path but also tell several not to take it.
Don’t believe us? Maybe a fact might help:
88% of online consumers are less likely to return to a site after a bad experience. Which also means that if they don’t return to you, they are visiting someone else. Guess who? None other than your competitors.
And since I’m sure you don’t want that, let’s see how various elements of user experience can help you retain your customers and not make them your competitor’s:
1) Help customers set realistic expectations
Even before planning a user experience strategy, a lot of homework brings effectiveness. And the first and the foremost chapter of this homework being your user itself.
A person must target his audience according to his product and know them from roots to tip, as in their infancy as a customer to their fruition. Also, take care that the targeted user knows what your company is, in order to avoid the cloud of misconceptions leading to false expectations in his journey. Specify and segment your users accordingly. Then figure out what kind of a user experience you want to provide which will make the customer delighted like none.
What are the values that you stand for and are irrevocable to increase your site credibility? What are you and your customers trying to achieve using this site?
Analyze all the problems and document these solutions and the strategies.
Once you know what expectations your customers can make, you’re ready to deliver. Just like doing homework it brings a better grade to your company. You are clear about what to do and what not to do to make the journey of the customer better.
2) Design for delight
“Don’t judge a book by its cover”. Unfortunately, often that’s how users judge your business. A user does judge your company by its UI and designing. So try to make your design as interactive and fresh as possible. Use contrasting colors, some quirky content and animated characters (if possible) to bring a smile on your user’s face.
Moreover, the design should provide the least friction while working. You can understand this while buying a product. Numerous steps and slow working makes you lead to not buying the product, just like the other 59.8% of customers.
Amazon made it easy with the one-click buying. All you need to do is click and Voila, without taking any extra information you have your order taken.
Your website or product is not for tech geeks or designers. They are for your users.Make sure your users find the interface easy to understand, fast to run, and actionable.
For example, if you display CTA or forms, make sure they are visible, easy to fill and does not ask much from the user or even better use a social login instead. Designing can also provide a personal touch if one provides the option of customizing some of the features of the site
A good design attracts many eyes and making it better helps them stay. If there is no proper visibility of your CTA(s), then even interested people won’t become customers as they don’t know where to go and what to do. A customer loves a site when it makes him feel special and customizing offers the same. Bumpy working of your site creates a room for your customers to get irritated and seek for other options.
3) Focus on customer delight
Once the first transaction has been made with your customers, do you get in touch with them again? Just to say a “Hi” or a “Hello” or with just a “Just catching up” message? Do you talk to them after sales as much as you did before the sales?
If you’re not doing so, there’s something seriously wrong with the way you’re treating your customers.
Engaging customers after sales and keeping them happy is one of the most fundamental aspect of inbound marketing called customer delight.
Customer delight is surprising a customer by exceeding his or her expectations and thus creating a positive emotional reaction. This emotional reaction leads to word of mouth.
Customer delight works on two levels: engaging the customers and turning them into the promoters of the company. And the best way to implement this is via content, email, and social media. Give the new customers some premium stuff for free, referrals for the loyal ones and for the non-engaged ones, “Make them an offer they can’t refuse”. Just make sure that you have consistent relevant posts which are properly timed to make engagement and not an annoyance.
You should always make the customer feel that he is your only priority. You can do this by using words they like to hear or have contests of their interest. Make content according to the interests of your audience and promote them on the best social media according to your company to sell them like hotcakes.
Social media can also act as a medium to interact well with the audience. Always try to surprise and entice them. Most people choose their competitors over a company because they don’t promise what they offer. So to make sure your customer does not wander anywhere you have to do even further than what you promised.
3-in-5 Americans (59%) would try a new brand or a company “just” for a better service experience. Not product. Not price. Not even quality. But for better service experience.
So the only option to avoid this is by making your company support and services stand out. And this is a very important part in user experience, as companies forget to listen to those who are actually running your company: the customers.
With the advent of social media, taking care of customers has become easier. People don’t expect the solution in the first conversation, but no response ain’t a good option either. Taking feedback from the customers, having a responsive support team and helping the buyer at each step makes him feel special and delighted with the company
Having a robust support for your customers almost ticks all the check-boxes of desires from a company. Listening to them makes them involved and they feel cared for. And if it is not done , remember that your customers might have no scarcity of options.
5) Analyze, optimize, and iterate
After having done everything it’s time to check whether it has worked or not by analysis. Analysis quantifies all the results and makes it easy for you to know where your steps were right and where they proved to be wrong always providing you a room for improvement. And optimization helps us to improve.
For example, A/B testing helps us know which website layout is user-friendly. Testing helps us iterate things and see what works. This creates a website where dullness cannot sink in always giving the user a better and fresher usability. With the increase of mobile usage, it is very important that your website is well optimized for the same.
You see how crucial is user experience for customer retention, right? All the factors above integrate well to provide the best of the experience to a user. Providing an experience like none has become a necessity for a company. And always remember that there is only one benefit of not doing this and that is giving your fellow competitors your hard-earned customers.