You Should Be Working Harder to Know Your Customers and Answer Their Questions

Bite-Sized Delight From the Episode:

• Most online shoppers can’t make a purchase without needing to contact customer support.
• More and more users are turning to Google with “how-to” search queries.
• Build trust by telling your customers the whole story—not just the part that benefits you financially.

DISSECTING THE EXPERIENCE: It’s the Little Things [01:17–07:38]

Small moments of personalization left a big impact on Dan during a recent trip to a car dealership. As Dan can attest, using someone’s name can personalize a customer experience in a meaningful way.

Tweetable Quotes

Takeaways

• Dan’s car dealership used both simple and sophisticated technologies to identify him and personalize his experience accordingly.
• Small, photo-worthy CX moments can have a strong impact on the word-of-mouth surrounding your business.
• Using a customer’s name is a simple, impactful way to personalize a customer experience.

THIS JUST HAPPENED: Giving Your Customers the Whole Truth [07:52–16:15]

Joey’s recent routine oil change turned out to be a much pricier trip to the auto shop than he’d anticipated. However, what could have been a slimy up-sell remained a positive customer experience thanks to this business’s commitment to building trust with its customers.

Tweetable Quotes

Trust helps us decide which companies we want to continue doing business with. #CX http://bit.ly/2j4MUBf Click To Tweet
Establish trust with your customers by telling them the whole story. #CX http://bit.ly/2j4MUBf Click To Tweet

Takeaways

• Being transparent with your customers—habitually, and not just when it serves you financially—plays a major role in building trust.
• Businesses must be as truthful with their less-knowledgeable customers as they are with their engaged, knowledgeable customers.

CX PRESS: More and More Users Are Turning to Google to Ask “How To” [16:36–22:30]

“How-to” searches are on the rise, reinforcing that Google is one of the first places customers go to find answers to their questions. Creating high-value content to answer these questions and educate potential customers should be a top priority for your business.

Tweetable Quotes

Takeaways

• “How-to” searches have increased by more than 140 percent since 2004, according to new research from Google.
• How-to content helps your business stand out from the crowd when customers are on the hunt for answers.

CHECK OUT THIS NUMBER: Most Online Shoppers Can’t Complete a Purchase Without Help [22:49–24:56]

83 percent of customers shopping online require some support or service to complete their purchase. That’s not good, given how many customers turn to online shopping for the convenience of a self-serve shopping experience.

Tweetable Quotes

Takeaways

• Most customers who are shopping online turn to customer support to complete their purchase.
• Companies like Amazon maintain top-notch customer experience by minimizing the need to contact customer support when making a purchase.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!

Are You Looking for Things We Referenced?

• Andrew Hutchinson on Twitter
• Google Releases New Report on the Most Popular ‘How-To’ Searches
• They Ask You Answer
• Digital Transformation: 3 Areas of Customer Experience to Invest in Right Now

See you next week!