How to retain customers by following some basic experience principles.
Time and again, our team have come across many common interactions customers have across sectors — from banking, insurance and public services, to power companies and telcos.
By looking at these common experiences, we discovered that there are some make or break interaction points in a customer’s journey with a brand. Get them right, and your customers are much more likely to stay with you, buy more and recommend you to friends.
Here we share some top tips for improving your critical digital touch-points.
The sign-up process
When customers agree to join you, they are choosing to commit to you – and you to them.
Here’s how you can make it a more enjoyable experience:
Make it a small moment
People make time for significant changes. Signing up for your product or service is not one of those times. Make good use of the fleeting moments your customers give you by making your sign up process as quick as possible.
Only ask for what you need
Don’t ask for things you don’t need straight away. If it can wait until later in your relationship to ask for it, then leave it out. The aim is to make the act of becoming a customer as simple as clicking a button.
Be clear about your intent
Words matter. Consider your audience and your tone. Use an active voice and don’t confuse your customer with unclear or unnecessary words.
The upsell can wait
Signing up is designed to meet a specific need. Nobody likes to be sold to and during their signup process is probably not the right place. Upsell only if you can do so in ways that help meet needs your customers have.
People pay in time and money, for a product or service they hope will help them achieve something in their lives. With this comes several expectations:
First impressions last
Those first moments of using a new product or service can be intimidating and lead to feelings of vulnerability and frustration. Try to preempt what people would need to know when they first use what you offer. Let nothing stand in the way of them getting the value they expect.
Where you serve up content matters. Give people answers, options or guidance when they need it, not before, and never after.
Your customers’ attention span and patience are likely to be limited, so help your customers get up and running and confident on your product or service as soon as possible.
Upgrade, up-sell, cross-sell and right-sell
You need to understand what your customers are doing, what they need, and what they consider valuable before you can offer them more:
Only offer value — if it is value
Customers are sensitive to ‘being sold’ and are smart enough to know when they’re not getting good value – eroding trust. If you have something valuable to offer them, demonstrate it. If not, don’t offer it.
Tell me something I don’t know
How are your customers getting value from what you offer? Use this insight to build your case for up-selling or upgrading others.
Retention is often more important than acquisition, so you need to keep demonstrating both value and service:
Cater to life changes
People’s lives change, as do their priorities and goals. The products and services you offer need to be able to move with them. Don’t make this hard.
People rely on what you offer
Communicate changes carefully — even improvements can be disruptive and feel unpleasant.
Let customers help
People want your product or service to be successful for them. Consider ways to let them have input into how changes and improvements are made.
Drop us a line if you want to find out how to improve your customer experience.