Customer success in 2021 is about more than running an Ad campaign. According to research conducted by Bain & Company, as many as 80% of the CEOs believe they do a good job in delivering customer service, but only 8% of their customers agree with them on that.
With the kind of competition out there, providing a great customer experience is no longer optional if you want to stand out from the crowd. But what is it that really fills the gaps and makes the customer experience epic? And how best can you contribute towards it using emails? Let’s find out.
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What Is Customer Experience?
CX or Customer Experience has become a key differentiator of sorts for driving a business sustainably. According to Gartner, it is “the customer’s perceptions and related feelings caused by the one-off and cumulative effect of interactions with a supplier’s employees, systems, channels or products”.
There are two pillars supporting the above definition — customer’s perception, and brand interaction. CX can hence be thought of as the customer’s perception of the brand as a collage of all the interactions throughout their lifecycle. It includes everything from them navigating through your website, to the experience they have with your product and the customer service you provide.
Offering a good customer experience can hence be a cornerstone to reducing churn and increasing CLV.
5 Ways To Enrich Your Customer Experience With Emails
Using emails is one of the best ways (if not the best way) to generate a positive customer experience for your users. Why? Well, it is the perfect instrument to gauge brand sentiment and comes in handy when giving a push to the customer journey. As for ’how?’, let’s find out.
1. Customize The Email Messaging Part
Emails can get tricky, more so when you’re sending them out to thousands of customers.
The key to success here is to structure it delicately and in a way that speaks to the customer. 69% of the customers will report your email as spam simply from the subject line. Safe to say that everything from the subject line to the ending note matters for your campaign to be successful. The content has to be targeted to that particular receiver and should recognize their transaction history, physical location, and preferences.
The emails need to be personalized too. Nobody likes being addressed as ‘Dear Customer’ anymore over the emails. It’s disconcerting. Moreover, addressing them on a first-name basis is a small step on your part that can go a long way into creating trust and boosting engagement. Statistics show that personalized emails can deliver 6x higher transaction rates.
2. Leverage Live Chat For User Email Collection And Consider Interaction As Input In Email Marketing Campaign
Your customers are online, and it works in your favor to proactively be present whenever they have a question or a complaint. A live chat software tool facilitates just that and much more.
Emails are not very productive for support, given the context shifting with each reply and tickets being shared around and time getting wasted. Live chat, on the other hand, is an excellent support channel since it has ownership from the very beginning till the very end. But you can get creative.
Like customer support, you can just as easily employ a leading live chat software application to collect user emails. Moreover, based on your customers’ interaction with the chat application, you now have input points for your email marketing campaign.
3. Segment Audiences From The Email List for Personalized Experiences
Although third on this list, segmenting your email should be one of the top priorities for your business. That’s for two main reasons — improving personalization to boost CX, and to increase engagement.
Email segmentation is all about grouping your email subscribers based on the key data they have in common. That said, the common data or factors for segmenting your emails — the time for opening the email, purchase history, demographics, etc. completely depend upon your business needs. Doing this will drive targeted communication every time at the right moment.
You’re bound to lose subscriptions no matter what, but personalizing the email content depending upon the receiver reduces the chances of unsubscribing dramatically. But it doesn’t end here. Segmenting emails goes beyond improving CX and driving sales — it helps you become a better marketer.
4. Follow Up On All Emails With Innovation
Whenever your customers email you regarding an issue they’re facing, it’s your chance to make them happy. When you follow up with them, you have the upper hand to close the conversation on a satisfactory note, and it shows that you are willing to go that extra mile just to keep that customer. Simply sending an email is not going to cut it. You’ll have to follow up, and follow up quickly. An estimated 19% of the campaigned emails are opened within an hour of sending, and after a day, chances drop to less than 1%.
As for timing, avoid sending emails on weekends or Mondays. Users simply delete messages that aren’t important or unwarranted when they’re free or in an extreme hurry. And as for the content, try to keep the subject line snappy, and the body short and engaging. Using clear and direct language also helps build the feeling that you value your customers’ times.
Following up also gives you the opportunity to collect feedback organically that will further help you improve your CX. More on that in the next section.
5. Take User Feedback Via Surveys
Sending emails requesting opinions is a great channel for gathering qualitative, actionable feedback. It will help you understand the most common problems faced by your users, build trust, discover opportunities for growth and obviously, improve your products and services.
You need to get a feel of what your customers think about your brand, and conducting surveys to receive user feedback is the best way to do so.
Here are some of the means to gauge your customer experience using email surveys:
- Customer Satisfaction: A simple average score rated by customers for a given experience.
- Customer Churn Rate: The fraction of customers canceling service or not making recurring purchases.
- Net Promoter Score (NPS): The fraction of customers who are willing to refer your brand to others.
For your business to grow sustainably, it is crucial to deliver a positive experience to your customers through what is your most robust communication channel — email. Not only will it help with the feedbacks for testimonials and social validation, but it will also create loyal customers for your brand. Before long, you’ll find that your ROI has skyrocketed in the most unexpected of ways.
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