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How customer responsive culture affects your conversion rates

By Special Guest
Steve Hawk
June 17, 2021

Meeting the needs of customers lays the foundation of a profitable, reputable, and well-loved brand.

Customer satisfaction permeates all aspects of your business - whether it is in-store or online communication, lead generation or returning clients, prospects asking questions, or clients filing complaints.

Juggling all these diverse requests, questions, and information is challenging. In customer communication, you ought to maintain professionalism, exhibit knowledge of your services/products, and ease their pains. And all that promptly and efficiently.

Timely communication is today one of the decisive factors in evangelizing customers into converting. A study conducted by Forrester suggests that 44% of customers singled out the live chat as the best feature a website can have.

Marketing leaders agree, with 75% of them stating fast response times to issues, needs, and complaints as the primary attributes of a quality customer experience.

So, we've established that timely response to customers' comments, problems, and questions is one of the crucial elements of a great user experience. But how do you transform this knowledge into an effective and efficient communication strategy?

We asked some of the best creative digital marketing companies to share their views on how businesses can successfully cope with the customer responsive culture.

What is a customer responsive culture & why does it matter?

From smartphones to social media, the omnipresence of communication tools and platforms has built up expectations of us and others being readily available 24/7. This notion of instant responsiveness has, not surprisingly, transcended into the domain of customer experience.

We can define a customer responsive culture as an organizational structure centered on satisfying the needs of customers right at the moment they need it.

Global brands, such as Google and Facebook, got a good grasp of the importance of a responsive culture. The features they offer, such as live chat support, help users build trust and create a deeper, personal connection with the company itself.

This especially holds true for big corporations; having a name and a face consumers can relate to aids in establishing an emotional connection between users and the brand.

Starting from local coffee shops, indie fashion brands to hardware stores, all can see their conversion rates go up by properly employing the tactics of the customer responsive culture.

Create and nurture the customer responsive culture within your team

Embrace Automation

From managing questions to helping users find their way around your website, automation services, such as chatbots, have assisted businesses across industries increase their customer satisfaction and conversion rates.

Most social media platforms have developed their own automated response tools and even offer the integration of the apps right into your website.

CRMs are another useful and sleek automation tool. Customer relationship management software stores all customer information in a single place, facilitating personalized communication, enhanced response rate, and overall data management and security.

Set up an omnichannel communication experience

Marketers preach the importance of creating a unified, smooth brand experience in both the offline and online world, but the same goes for establishing omnichannel support.

Basically, the omnichannel support experience facilitates seamless, streamlined, and uninterrupted communication between you and your customers.

For example, a client contacts you by social media, yet, the issue is should better be addressed via a call. With omnichannel support, you can easily switch between mediums without disrupting the flow of your communication.

Set your priorities

Yes, some customers are simply more important than others. Perhaps not personally, but topic-wise definitely.

Picture this - you're one of the best Miami web design companies, and routinely, you're checking your company's Instagram account. You see three notifications. One is a comment by a happy customer, the second is a shout-out by an influencer, and the third is negative feedback on one of your services or products. To whom do you respond first?

Of course, this depends heavily on personal criteria and brand goals. Still, neutralizing threats to your business should top the list of your priorities. Therefore, begin by easing your dissatisfied customer's experience and transforming them into a satisfied client.

Don't forget the customers once they converted

Now that a customer has put their trust in your brand, it's time you showed them your gratitude. Send them a loyalty voucher, a personalized offer based on their previous purchase, or an exclusive pre-order discount.

However, make sure not to try too hard. Sending out coupons or offers will very often seem spammy and may even cause a countereffect.

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