Think you are in the software, shoe or publishing business? Think again. One of the primary products that any business sells—the one most likely to be rejected or evangelized publicly—is the experience of interacting with our digital sites and physical branches.
Step 1: Understand That Experience Comes First
Just how true is this? Consider the young start-up that aimed to reimagine a reportedly reviled customer experience: buying a mattress. The company, Casper, identified pain points in the process—from delivery cost to lead time to packaging size—and launched as an alternative. The payoff, according to Casper, is that a double-digit percentage of their sales now comes from personal buying stories that customers share on social media and between friends. At Kampyle, we’re not surprised that something as unremarkable as a mattress can inspire this level of social sharing among consumers. It’s not the mattress that these buyers are eager to communicate about, of course, it is the experience of acquiring it. For companies without a customer-centric model, users may share just as vigorously or even more so, but the content is likely to be mixed or negative and to damage the brand.
Step 2: Diagnose Experiences in Real Time
In an article announcing Website Magazine’s Top 50 Loyalty and Engagement Solutions–a list to which Kampyle is proud to have been named–the magazine states that “While analytics are a good starting point for figuring out which site elements need to be revamped or tested, customer feedback gets straight to the point by telling merchants exactly what a site visitor liked or disliked about their shopping experience.” If you use our customer experience management solutions, you’re already taking this correct assertion further by combining the power of on-site customer feedback with analytics to create one powerful tool. You’re wielding that weapon to diagnose how users are feeling and what they are doing–two important measures with far more impact when paired. Kample’s Online Feedback Analytics create a true understanding of why your customers buy, why they don’t, and most importantly what you can do to make them happier.
Step 3: Do Something About it. Now.
How else does Kampyle put you ahead of the game? With Kampyle, you are empowered to make immediate improvements to consumer experience issues that you’ve just diagnosed, while the user is still on site and their opinions of your company remain open to influence. Intervention occurs before frustrations are vented on Facebook or annoyed missives are fired off to family-and-friend distribution lists. You effectively short circuit abandonment and negative social sharing, while promoting repeat visits and future social evangelism. And by presenting opt-in opportunities at the same time, you lock in a chance for regular communication with this newly converted fan. True, not all improvements can be made before a user leaves the site. If you’re a Kampyle client, though, you have an evidence-based trail of changes to make, based on data and feedback that you have collected—not rooted in personal preference, best guesses or trend chasing–as well as benchmarks for measuring progress.