The customer experience (CX) is the new marketing. Customers have more power than ever before, with infinite options and expectations progressing faster than brands can keep up. Marketers need to understand that their customers are not one-size-fits-all. Part of this understanding includes knowing that customers may be proactive or reactive in their interactions with your brand. Below are key takeaways about proactive customer experience.
1. Saves customers effort and time
Proactive customer service makes it easier for consumers to get what they need on your website. In other words, if you know where and how to find information on your site, you'll save your customers time since they won't have to search as much. This will increase conversions.
2. Boosts revenue and cuts costs
Proactively addressing concerns and questions from your customers helps build trust, which leads to increased conversion rates and reduced churn. If consumers feel supported by a brand when deciding to purchase products, they're likely to stick around longer and buy more often. They also don't want to pay a subscription fee for someone else to do something they could easily do themselves. This is where a branded Help Center comes in. We’ve seen businesses who set up a great, thorough Help Center receive contacts from less than 1% of their paying customers.
3. Increases customers’ loyalty
A happy customer is a loyal customer. Happy customers are less likely to change carriers or go elsewhere. When consumers see a company that provides excellent service repeatedly, they develop a level of comfort and loyalty with that company that's hard to break. Also, let’s remember it’s far cheaper to keep customers, than it is to acquire new customers.
4. Digital customer interactions have gone up, so has the cost per human interaction
While we've seen an increasing number of digital interactions, there's been no proportional increase in the amount of time spent interacting with each consumer online. The growing popularity of chatbots and social media posts can lead to an illusion of constant contact, but those efforts aren't producing any personal touchpoints between brands and customers. However, for transactional activities, it’s simple enough to help guide them along.
5. Automation-first is important for a successful proactive CX approach
Marketing automation tools should be used to enable proactive customer service. An automated solution allows the user to ask a series of predefined questions and automatically route conversations based on preprogrammed responses. While these solutions help streamline routine tasks, they allow you to engage through digital customer interactions in a more personalized way — including offering rewards for answering certain prompts and encouraging repeat purchases and referrals.
In conclusion, proactive CX is great for both companies and customers. By creating a proactive relationship with your customers, you're building trust, fostering loyalty, and increasing sales.
If you need help deploying any of these strategies, set up your intro call today!