Customer Experience Strategies: 5 Tips for Generating Leads
Online sales can be a tricky thing to get right. Statistics confirm this notion too. According to a study by Salesforce, 74% of people switch brands if they have to go through a particularly difficult purchase process. And this is especially true if we’re talking about a new company.
The Challenge: You don’t have an established brand yet and you are working on building an audience to generate new leads and hopefully convert them into sales.
But what is the right approach to go about converting your leads into long-term customers?
There’s no doubt that with changing times, current lead generation tactics have become stale. They leave little or no impression on customers.
Savvy audiences are aware that at any given moment, many parties are trying to grab their attention. They’ve developed defense mechanisms like AdBlockers in recent years to streamline their overall purchase experience and avoid distractions and interruptions.
So, how do you generate more leads without ending up being just another obnoxious business that tries to sell using paid ads?
This is where the customer service experience (CX) plays a significant role. According to ThinkJar, 55% of customers are willing to pay more for a better CX. Reaching customers will be much easier for you once you work towards improving your support experience. Let’s see what pooling your efforts into customer support can do for your lead generation.
#1: AI and Chatbots
We’ve got to start here because of all the hype surrounding the widespread use of AI and chatbots in the online business environment. Even SMBs now have access to alternative solutions that use AI to provide a platform for better customer support, and helps solve a lot of pesky issues.
For example, FAQ can be handled through social media bots that automatically resolve common issues that customers face. Chatbots have evolved so far that using NLP (Natural Language Processing) they can discern meaning in different contexts, solving reoccurring problems even when they are phrased in different ways. They are also able to learn on their own and improve over time.
Still, setting up a completely capable chatbot takes some time and work. And even then, humans must intervene and take over the customer support in, particularly complex or one-off instances.
#2: Establishing an emotional connection
Bots aren’t yet advanced enough to build an emotional connection with customers. Many times, when customers can’t find something or they run into a problem with your service or product, they get riled up, they get frustrated. At this point, the only way to get their customer journey back on track is to get some well-trained agents on the other end and provide live help through chat.
Here, the bottom line is empathy. The first thing an agent will do is assess how dissatisfied the customer is with the situation. After that, he or she will proceed to calm the customer down, resolve the issue, offer an apology and, if the case is particularly grave, provide some form of repayment.
By following these steps, customers are assured that their interests are taken care of by the business they are dealing with. Also, they get to see the brand in a new light: as a safe and reliable option to develop long-term loyalty towards. Loyal customers recommend brands they love to the people close to them.
#3: Understanding customer vision
While it is almost impossible to create a web presence that will fit every customer’s vision 100% of the time, some general marks need to be hit.
When you are thinking about your customer journey, attempt to craft it in a way that isn’t frustrating and time consuming for them. Try to give them a logical and easy to use path towards what they are looking for.
One basic principle is to keep your search bar visible at all times and your website optimized for searches. Not all users like to be guided by hand through their entire journey, and you need to make sure you aren't bugging them at every step.
#4: Providing value
There are a lot of ways you can provide value to customers to attract their attention. This approach is especially prominent in B2B environments but can be applied in B2C as well.
Knowledge is usually an excellent way to go. Offering whitepapers, statistics, analytics, and similar content can help customers wrap their heads around complex services and products. This is really important when selling high-end products and services since they are on the more expensive end of the spectrum and most people want to know what they’re getting for their money and why it costs so much.
Other things that can help are industry expert interviews, training, tutorials, tips and similar content created to establish purpose and context for your offer.
Now one advantage that online sales has is access to easy feedback. Online customers are far more willing to give their input in the first place, if the business in question has provided a space for them to do so.
One thing to keep in mind is that reviews, testimonials, and ratings can go either way. You have to take the good with the bad! Still, the fact that a lot of businesses handle social media feedback and resolve customer issues publicly provides an excellent opportunity to generate positive PR results.
Testimonials are one way to provide social proof for your brand and give newcomers some insight into how you handle your business. This can help keep leads in the sales funnel once you’ve caught their interest. Customers tend to trust other customers’ experience with a brand more than what the brand has to say about themselves.
Customer experience is what sticks in the minds of your customers. It’s the thing that will set you apart from your competition and through this, ensure growing leads as well as better conversion. It takes continuous work to establish this, but it is well worth the effort.