With people slowly getting back to work and businesses carefully opening their doors again, consumers are aware that while they were sheltering in place, social media and online shopping have become more important than ever to communicate with each other and to find (and also discovering) the products they need.
But, as marketing entrepreneur Molly Marshall of Molly Marshall Marketing, says, “Social media isn’t a band aid, it’s a magnifying glass.” In other words, social media can’t fix your business, your product or how your customers view you. It instead exposes what already is.
“You can’t out-GIF, out-video, out-engage, or out-hashtag a product or service no one wants, or a poor customer experience,” she writes in an Instagram post. “Take a step back and look at your business as a whole. Where do you shine (or could you?) How can you kick things up a notch and over-deliver (without giving too much away) or roll out the red carpet (without being a door mat)? When you come from a place of delivering a superior product or service, trust me, your social media flows more easily.”
According to content strategist Flora Frichou, writing in trustpilot.com, purchasers in 2020 are empowered like never before, and “delivering great customer experiences now can help businesses drive loyalty and revenue in the long run.”
“Downplaying the importance of customer experience and customer service in difficult times is no longer an option for businesses out there, as the voice of the customer continues to get louder every day,” she writes in the article, “5 Reasons why customer experience is the pulse of every business right now.” “Investing time and effort into customer experience is usually the main focus of 68% of marketers. As much as we understand it might not feel like the biggest priority right now — it is.”
Frichou outlines five reasons why looking after your customers’ happiness is still essential right now.
1. Customer satisfaction is more important now than ever before
Companies across the world have an average customer satisfaction rate of 86%.
Customer experience is key to exceeding your customers’ expectations. Brands have to be accurate, dependable, and provide the service they guaranteed. The opportunity lies in the ability to deliver what you promised and surprise your customer with extra care and support.
2. New shoppers are more likely to turn into loyal customers
Creating an experience really impresses purchasers and ensures that they will keep doing business with you in the future. A superior experience becomes a valued and unique asset for any type of business.
3. A community of customer advocates is such a powerful tool
Word of mouth is one of the most powerful tools a company can wish for today. The truth is, 84% of consumers do not trust ads anymore. People are now seeking third-party validation when making an online purchase. And that’s why customer advocacy is so important. By focusing on creating amazing customer experiences and embodying the desire for your business to go above and beyond, you’re creating an advocate out of every consumer.
4. Standing out is no longer an issue
It is getting harder and harder to differentiate yourself from other businesses when everyone is sharing the same thing online: great content. But a competitive advantage is huge, and customer experience is the perfect tool to help you stand out from your competitors.
5. Trusted relationships are so important in uncertain times
In a world where we are being touched by hundreds of brands and ads every day, how can you build a strong relationship with your consumers? Personalized content and experiences are key. Making each one of your customers feel special and unique will send a positive message: they are cared for and important to your business.
By doing so, you have a better chance at building trust with them, and therefore at creating a strong, long-lasting relationship.