What’s Buyer Expertise (And Why You Have to Prioritize It)
Customer experience is the reputation you have with your customers.
It can be great, okay, or downright bad – and every experience affects your business in some way. Great customer experiences will give you the growth of the hockey stick you dream of. Okay, customer experiences make it difficult, but not impossible, to get customers to buy more products. But bad customer experiences can bring your business to a standstill like a sinking ship in the ocean.
Every business knows that the customer experience is critical to their success, but few know how to actually make the customer experience part of their foundation.
In comparison, putting together a marketing strategy is easy as it is easier to do. Write a good copy and show it to the right people. Customer experiences are much less tangible – is a great customer experience defined by free products and services, great content, one-on-one coaching. The list goes on forever.
Let's summarize what different customer experiences look like.
What is customer experience?
In its simplest definition, customer experience is your customers' experience of your brand. It is the email funnel that leads them to the sale and provides them with more information after purchasing the product.
A customer who purchases an ecommerce product continues the customer experience when they receive their transactional email, delivery status email, package email, and a review email.
These are the places where you can over-deliver and create a memorable customer experience, an experience that creates a closer connection between your brand and your customer.
For example, MUD WTR ™ contains stickers and a recipe brochure “Your New Morning Ritual” in their packages, which are not advertised when purchasing the coffee alternative. When a customer receives their order, they open their package to find more than they bought – assignable stickers and a simple guide on how to use their MUD WTR effectively.
This is marketing that goes beyond selling and is an example of a great customer experience.
Here's the thing: your marketing strategy doesn't stop the moment someone unpacks your product or signs up to work with your company. If anything, it should start up.
Think about all of the work you've put into getting these people through the customer value journey, from cold lines to hot lines to landing the sale. Instead of focusing on the next round of people who might buy from you, partially focus on those who already have.
Then look at the difference in your company.
Why you need to prioritize it
It is obvious that when you have competition, you want to prioritize the customer experience. Those who offer the better experience will win the customer and their return on investment. This is a simple perspective through which to look at your business world.
Another easy perspective is realizing that Google is now prioritizing customer experience in its search ranking. SEOs all over the world are figuring out how to create the * Chef & # 39; s Kiss * customer experience that makes their content better than the others who rank for the same keywords.
What isn't obvious is that the customer experience can save you money. It's tempting to bring in new customers, give them your product, and immediately look back at your funnel to see how you can get more customers. But what about the loyal customers who have just bought from you – do you maintain that relationship?
These are the people who raise their hands and say, "Yes, I love what you do. Here I want to give you my money in return for your product / service and I'm very excited about it." Have them in caught in their state of excitement and surpassed an experience that turns them into avid fans of your brand?
If you haven't already done so, don't worry. You have plenty of time (and options), but let's get started asap. A better customer experience will increase the value of your customers.
We call this Customer Lifetime Value (CLV) and you can use this metric to transform your business by seeing how much an average customer spends on your product / service. Your CLV can be calculated by multiplying the average order value by the average purchase frequency. This is your CLV.
And here's the thing about CLVs: they're easier to double than conversion rates. You are probably tempted to figure out how to double your conversion rate on your next campaign, but it is difficult. How really hard. Impossible, no. Difficult, yes.
Do you know what is so much easier? Doubling your average shopping cart value (how much someone spends on a single purchase). All you have to do is create bundles or launch an ultra-high ticket offer that is 10 times your current average order value.
Bada Bing. 🎉
Your customer experience is the reputation you have with your customers. They'll love your brand if you put the time and attention into making them the best possible experience they can with you – but they'll notice if you don't get that attention, too.
Prioritize your customer experience to keep your customers, Google, and your finances happy because happy customers buy more products. It's just a fact of business.
