Aneesh Reddy of Capillary Technologies
"Optimization" is one of the hottest business and marketing buzzwords online and in entrepreneur circles. It gives off the impression that you are "making the most" of something, but in a very scientific way, so many modern marketers use it as a hot term to describe their own strategies or explain how their approach drives results that go beyond the norm. Most commonly, it's used as the third word in the now well-known term "search engine optimization" (SEO), a field that suggests you "make the most" of your own website to help it rise in the search rankings of Google and other high-traffic engines. It has also been applied to a wide variety of other aspects of business performance ("customer optimization", "referral engine optimization,"etc.).
But rather than simply optimize customer performance, there is an alternate way to consider your customers and your business success. While optimization suggests you seek to "get the most" out of customers, focusing instead on customer experience will endear you to shoppers and place you at the head of the pack.
Here are five ways to embrace the customer experience philosophy and how to use them to positively impact your bottom line.
#1: Use an omni-channel strategy.
It has become the norm for consumers to engage brands on multiple channels and take multiple paths to purchase. From social media to standard website shopping to in-store purchases, the average customer is no longer average; they may use smartphones, tablets, PCs, laptops, or interpersonal opportunities to purchase, and they may use them in a variety of different orders.
How to use the omni-channel strategy: Mix and match methodologies to communicate with customers and make varying offers. Furthermore, create and chart alternating paths to determine the channels your customers prefer and the possible routes they may take. Using an omni-channel strategy is more a requirement than it is an advantage for retailers in 2013 and beyond, but taking an extra step to make your strategies that much more sophisticated by truly understanding step-by-step customer experience will help you connect with your market better than ever.
#2: Make instant offers.
There's nothing like instant gratification to make your customers happy. And nothing is more instant than an immediate offer waiting in the palm of your hand, email inbox or social media messages. The instant offer is the brand-to-customer equivalent of leaving a $100 bill on the ground for the random walker. It improves every experience.
How to use the instant offer: Use every channel available to you to make your offers. But more than that, tailor your offers to the wants and needs of customers, whether they are new, loyal, or returning after a long period of time. Target the right customer with offers that are not only instant, but also intelligent. Cater to the channel they prefer, too.
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