The Truth About Your Customers: Multichannel Expectations
Truth be told: your customers are multichannel, multi-device consumers of information who expect brands to deliver seamless experiences regardless of the channel in which they choose to engage. Another truth: multichannel customers are better for your business. How do we know? We have the data to back it up.
In my last post, I used data from our industry and competitive benchmarks to reveal an important truth about your customers: your website experience matters. Today, I’m going to share the truths revealed by our data when it comes to your customers’ multichannel expectations.
When we look at our benchmark data for retail website browsers—that is, people who visited a website but didn’t buy anything—we notice a fascinating future behavior: highly satisfied browsers are 68% more likely to make a future purchase in the web channel, but 91% more likely to make a future purchase offline. What does this tell us? Sometimes customers visit a retailer’s website with the intent of making a purchase from that retailer offline. The web is not always about conversion, yet so many retailers trust that particular behavioral metric as the most important. While conversions are critical, ensuring an experience meets expectations and satisfies the consumer is also essential.
We talk about the importance of consistently measuring the customer experience across channels all the time, but the truth is, retailers who have no insight into how the web environment and the store environment play off each other are going to lose out over time. How do we know? Because customer satisfaction–along with the likelihood to engage in desired future behaviors– increases as the number of channels increases. From the 2014 Answers™ Experience Index:
The truth is, you no longer have web customers and mobile customer and store customers. You have customers. And you should want your customers to engage with your business in as many channels as possible, and make it easy for them to do so.
The multichannel customer is a reality in every industry. Today’s consumers are nomadic; an experience that starts on the web can quickly move to the mobile channel because it’s convenient to the customer. Or the battery is dead on my laptop so I switch to my phone to complete a time-sensitive task. Do your digital channels easily facilitate this type of behavior? If a customer is having difficulty accomplishing a task on your website and calls your customer service line for assistance, do your agents know enough about how the website works to resolve the customer’s issue?
This is where measuring the customer experience consistently across channels helps you identify which areas of the customer journey are most in need of improvement from the customer’s perspective. And when you look at customer satisfaction in terms of your business goals, you can discover your own truths. ForeSee’s multichannel customer experience analytics enable you to understand and act on what’s happening across your business so you can improve customer experience, create loyal customers and manage your business forward. And that’s the truth.