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New data: Top 5 Ways to Perfect CX this Holiday Season

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New data: Top 5 Ways to Perfect CX this Holiday Season

For retail brands, the stakes for getting digital experiences and personalization right have never been higher than this year’s holiday shopping season. With economic pressure and a looming recession, companies are scrutinizing their marketing and digital spending while consumers are tightening their wallets, making for a high-stakes environment.

To better understand what consumers’ preferences and points of frustration are during a unique holiday shopping season, Optimizely surveyed 1,000 consumers across the U.S. The data revealed five areas of opportunity for improving CX this holiday season to drive both sales and brand loyalty.

1. When you can’t compete on price, you must compete on CX

With inflation and uncertain financial outlooks dictating price increases, consumers unsurprisingly cited high costs as the main cause of holiday shopping fatigue (52%). But the impact of prices didn’t end there. 49% said advertisements that note cost savings or discounts are the most important type of holiday ads.

But due to economic pressures, some brands have had no choice but to raise prices to ensure they don’t find themselves in the red come year end. To set themselves up for success, brands must compete on CX when major discounts aren’t in the cards. This is because a positive shopping experience can help win over new consumers and retain existing ones despite increased prices. On top of that, a better CX includes amazing personalization, which in the end could cause a customer to be willing to pay a higher price because they found the perfect product. Implementing a digital experience platform that includes functions focused on content, commerce and experimentation will be the winning CX solution.

2. Navigate supply issues with transparent communication + recommendations

As supply chain disruptions continue, brands need to be transparent as 84% of consumers said clear communication on product stock, shipping times and expectations were important. Coming across out-of-stock notices is a major frustration for shoppers when shopping on a brands’ website (60%) and on a mobile app (48%). For retailers, the need to communicate delays or product availability clearly in order to avoid surprises on the customers’ end provides another key opportunity to get CX right this year.

While depleting stock levels cannot always be avoided (and can sometimes be a good problem to have), brands need a platform that gives them control over their inventory and provides a holistic understanding of performance so the brands can best determine what customers want as well as what to promote and when. By leveraging analytics, retailers can better predict how the shopping season will unfold to address supply issues, act on customer demand as well as provide product recommendations and alternatives to improve CX and avoid losing interested buyers./p>

3. Perfect your campaigns – Timing and personalization (or the lack of it) won’t go unnoticed

Supply issues have also impacted marketing campaign execution and its success. Most retailers began their holiday campaigns extra early to reduce the chances of major out-of-stock issues spoiling shoppers’ experiences. While we will have to wait and see how this bet paid off financially, it may have hurt brand sentiment as many shoppers weren’t ready for an early start to the season. Respondents cited holiday advertisements (46%) and holiday decorations (40%) starting too early as their biggest pet peeves, followed by recurring targeted ads, irrelevant advertisements and too many communications from a brand (38%). To make matters worse, 1 in 3 shoppers say they have received irrelevant advertisements a few times a week this holiday season.

While capturing consumer dollars is key for many brands survival this holiday season, a “spray and pray” approach will only lead to negative experiences. It is so important to know your customer and their expectations because if you mismanage an interaction, it can have a long-lasting impact. Segmenting buyers accurately and personalizing messaging to these targets is the only way to perfect CX and create customers for life. This segmentation must be driven by data and customer behaviors to ensure customer messaging is timely and comes across as helpful instead of pushy or irrelevant

4. Content strategy remains important – Implement the right tools

When it comes to the holiday shopping experience, 76% cited content or images pertaining to cost were an important factor in purchasing decisions. Additionally, 49% of respondents said advertisements, images and content focused on cost savings were most important to them overall – compared to product quality (23%) and holiday imagery (18%). Beyond the intense focus on cost-focused content, 80% of consumers also noted that well-written content on a brands’ website was important.

This indicates that a comprehensive content strategy focused on attracting and engaging target audiences may be the factor between a successful holiday season for retailers and a lousy one. To do this right, marketers need a tool to manage the content cycle all in one place so they can easily collaborate to plan, create, publicera and deliver exceptional digital experiences. By removing friction points and speeding up time-to-market, marketers can more easily produce content that addresses customers wants, needs and concerns.

5. Ensure seamless digital experiences across all channels

Today, customers have higher expectations for brands – not just about content or marketing imagery, but also about the tangible experience of shopping on websites and mobile apps. It’s important, then, for brands to ensure seamless digital experiences from the time consumers first visit a website or app, to the time they check out.

The survey found:

  • When shopping on mobile apps, 32% said poor search functions and 31% said malfunctions were their biggest frustrations. For brands’ websites, poor search functions (31%) and website malfunctions/discount codes not working (30%) were the biggest pain points.
  • 84% said user-friendly website layout and search functions were important to their overall shopping experience.

Companies must test and optimize all aspects of their website and mobile app experiences to ensure the customer experience is easy and intuitive for all shoppers. By taking the time to experiment and learn, brands can reduce pain points and increase positive touchpoints to drive more sales.

Ultimately, the holiday shopping experience provides a unique opportunity for brands to test their customer experience. If retailers struggle when the stakes are high, they may have to wait a whole nother year to get things right with a customer – if they are lucky. That is why it’s imperative for brands to get CX right by creating content that resonates with the right audiences, running experiments at scale, and providing a digital brand experience customers will love.

Learn more about creating seamless digital experiences for customers with Optimizely DXP.


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Vikten av sociala medier kundservice

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Vikten av sociala medier kundservice

In today’s digital age, social media has become a crucial part of every business’s marketing and communication strategy.

With the majority of consumers using social media platforms to engage with brands, it is imperative that businesses provide effective customer service on social media.  Social media customer service not only helps businesses to engage with their customers in real-time but also allows them to build trust, improve brand reputation, and increase customer loyalty.

If you still consider having social media customer service as an additional liability and have no idea about its importance – then you are at the right place. In this article, you’ll get to know about the benefits of social customer service just for your socials that will not only contribute to your brand’s reputation but will also boost its lead generation efforts. So, keep scrolling!

Benefits Of Social Media Customer Service

1. Address Customer Queries Faster

With traditional customer service methods like phone or email, addressing customer queries takes at least 24 hours to 48 hours during working days. But, on social media, you can resolve your customer’s issues comparatively faster – within just a couple of minutes.

By using social media to handle customer inquiries, businesses can provide a quicker turnaround time for responses, ensuring that customers receive the support they need in a timely manner.

Social media provides a platform for businesses to engage with customers in real time. Through live chat and direct messaging, businesses can provide personalized and interactive support to their customers that can help to resolve issues quickly and efficiently.

Imagine, if it had been an email – how much time it would have taken to resolve the issue considering the continuous to and fro processes for each and every response. Besides, it’s quite unlikely for your customers to be active on their emails 24×7.

2. Increase Brand Awareness By Reaching More Customers Across The Globe

Brand awareness isn’t a one-time strategy for your brand – it’s an ongoing process, and providing customer service on social media gives you an edge to boost your branding strategy.

When you address your customer’s queries faster on a public forum like social media, you gain more eyeballs from your potential leads. When they see your response to customer requests, they will understand that you take your customers’ complaints seriously. Such an approach demonstrates your commitment to customer satisfaction, which can help to increase brand awareness.

3. Get Your Leads Organically Through Positive Word Of Mouth

1680176548 882 Vikten av sociala medier kundservice

Social media provides a platform for businesses to engage with potential leads and nurture relationships actively. By responding to comments and messages in a timely and helpful manner, businesses can show potential customers that they are attentive and committed to providing excellent service. This can help build trust and establish a positive brand reputation, ultimately leading to increased conversions and sales.

4. Give A Boost To Customer Loyalty By Increasing The Rate Of Customer Retention

Social media customer service can give a boost to customer loyalty and retention in two major ways:

By providing timely and effective support on social media, you can address any issues or concerns that your customers may have and resolve them quickly. This can lead to increased customer satisfaction and a greater likelihood of customers returning to do business with your brand in the future.

Social customer service provides an opportunity to gather feedback and insights from customers using social media analytics tools. These customer insights can be helpful in improving your products and services and tailoring them to meet your customer needs better. By taking into account customer feedback, you can show that you are committed to improving the customer experience, which can lead to increased customer loyalty and retention.

5. Encourage Social Selling By Addressing Customer Objections Instantly

1680176548 185 Vikten av kundtjänst på sociala medier

Social media offers a real-time platform for businesses to engage with customers, respond to their questions and concerns, and address any objections they may have to a product or service.

When you offer helpful and on-time responses to your customers, it shows how much you, as a brand, care about your customers’ problems. Such an impression encourages brand loyalty among customers and instills a credible brand image that helps increase sales.

Moreover, by addressing objections instantly, you can overcome any reservations that potential customers may have about a product or service. This will generate positive word of mouth because your customers will surely go ahead and share their positive experiences with your brand in their network, which will ultimately boost your social selling scopes.

6. Handle Your Brand’s Crisis Situations Better By Addressing Issues Promptly On Socials

Be it a bad customer experience or a false rumor on social media – such crises are quite major for online brands these days and end up impacting the brand’s image. However, in such a crisis, your brand can use social media to address customer concerns and update your followers promptly. This can help prevent the spread of misinformation, mitigate reputational damage, and maintain customer trust and support during crises.

By addressing your customers’ negative and positive concerns on social media, your brand can remain transparent and show that you’re taking serious steps to resolve the issue. This can help to alleviate customer problems and prevent the situation from escalating.

7. Enjoy Scopes Of Better Social Listening For Your Brand

By monitoring social channels and listening to what your customers say on social media, you can quickly identify customer issues, track sentiment around your brand, and gather valuable feedback on your products and services.

This information can be used to improve your customer experience and make data-driven decisions that drive business growth. With social listening, you can also stay ahead of potential crises, address negative feedback promptly, and maintain a positive brand image on social media.

There are also ample tools like Hootsuite, which can help you perform better social listening without spending hours on social media channels searching for your brand mentions or analyzing your customer conversations. However, if the price is a major concern for you, there are many Hootuiste alternatives that help you enjoy the same features without making a dent in your pocket.

Slutsats

Social media platforms are undoubtedly the best place to advertise a business and with the increasing reliance of consumers on these channels to communicate with brands, businesses cannot afford to ignore the importance of providing effective customer service on social media. By embracing social media as a critical customer support channel, businesses can gain a competitive edge, boost customer satisfaction, and drive growth and revenue in the long run.

Are you leveraging the power of social media to provide exceptional customer support and drive business growth?

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Google Bard vs. den nya Bing

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Google Bard vs. den nya Bing

The author’s views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

This week I’ve been fortunate enough to get access to both Google Bard and the New Bing, so a day later, I’m here to share my first impressions.

What is the new Bing?

“The new Bing” is the product of Microsoft’s unholy alliance with OpenAI, makers of the now infamous ChatGPT. This development promises to have seismic effects on the search ecosystem, with Microsoft’s CEO saying they’re happy to accept “demonetization” of search in their pursuit of market share, and Google extremely concerned about the threat ChatGPT technology poses as an alternative to their core search business.

Of course, by now we’ve all also seen various viral posts and tweets showing just how dangerous it can be to use chat AI as a search engine, but that’s a topic for another day. For now, the point is that Bing is making moves.

1680151292 874 Google Bard vs den nya Bing

When I perform a search on “old bing” now, I can see this box inviting me to try the new one. You’ll notice a key detail here: it’s only available in Microsoft Edge. Yikes. Big Microsoft Energy. Fortunately for you, the reader, I have dusted off everyone’s fourth-favorite browser so you don’t have to.

Performing the same search in the new Bing, I can see identical organic results, but rather different features:

1680151293 620 Google Bard vs the New Bing

The “mustelid masters” box above the organic results is new, and contains AI-generated text with a voice-to-speech capability. It’s a six-part story, with sometimes surprising accompanying imagery:

1680151294 277 Google Bard vs den nya Bing

You can see here that a picture of wrestling has been sourced to accompany the text about badgers wrestling. These AI-generated boxes don’t appear for most queries — only clear and uncontroversial informational intents.

The phrase “Mustelid masters” itself seems to be original to this box.

1680151294 554 Google Bard vs the New Bing

Lastly, one of the tabs in the story cites the Wisconsin Badgers, and a page which is entirely unrelated to the content at hand, so perhaps Bing is also citing its sources for disambiguation here?

1680151294 786 Google Bard vs the New Bing

You’ll notice the addition of an “Open Website” button next to the top result on the SERP — perhaps a way of compensating a little for loss of organic click through rate?

The “chat” tab is also present on old Bing, but just shows you a message telling you to go to Microsoft Edge.

lås upp konversationssökning med Microsoft edge

The phrase “conversational search” here is interesting, given this was a phrase Google introduced in 2013.

If we do use Microsoft Edge, we see a chatbot interface in this tab, but with some nice additions. Switching over to this from a regular search result pre-loads my previous query from organic search:

bing chattgrävlingar

There’s a bunch of different modes available at the top, and also citations in the search results — both welcome improvements over the likes of ChatGPT.

Now, how about Bard?

What is Google Bard?

1680151296 894 Google Bard vs the New Bing

Well, not very self-confident, for one. But that’s probably a good thing.

1680151296 926 Google Bard vs the New Bing

Bard is also, right now, not anywhere near as integrated with search. In their announcement on February 6th, Google teased Bard in a way that made it look very much like a SERP feature, similar to Bing:

1680151296 754 Google Bard vs the New Bing

However, the version we have to play with now is more of a dedicated chatbot interface.

It was probably already the case that Google was pushed to move far sooner than they hoped with this technology, and of course they have much more to lose from messing with organic search than Bing does. So, it shouldn’t be a surprise to see the slower and more cautious approach.

1680151297 881 Google Bard vs den nya Bing

Now, it probably should be noted that chatbots are not really designed for me to just enter a one word keyword like “badgers”, like I might do in organic search. But, like Bing’s chat tab, I get something resembling an informational result. So, let’s compare side by side.

Bard vs. new Bing, side-by-side

1680151298 531 Google Bard vs the New Bing
1680151298 249 Google Bard vs the New Bing

Click here to see the full side-by-side comparison.

The most obvious difference, at least to an SEO’s eye, is the presence of citations in the Bing result. Not knowing where source information comes from is one of the biggest challenges for users when dealing with this kind of technology, so that’s a huge differentiator.

när skulle bard använda citat

Bard does claim to include citations. My colleague Mike was able to trigger them, and captured it in this clip. It’s definitely far, far less ubiquitous than on Bing.

Som sagt, jag gillar att inramningen av Googles lösning - med flera utkast till svar presenterade och "skriv in en uppmaning här" - vilket gör det tydligare att jag har att göra med något som inte är en källa till oöverträffad sanning.

Jag blev också fascinerad av lokaliseringen av Bings resultat. Den nämner Storbritannien i sitt svar, det är där jag söker ifrån, och visar brittiska webbplatser i citaten. Så jag ställde en följdfråga till dem båda om min plats:

bard är grävling populära här
bing är grävlingar populära här

Bing upprepar sig, men Bard verkar bara anta att jag är i USA. Olyckligt.

Lite kommersiell fråga

Många sökmotoroptimerare kommer att vara mer intresserade av hur teknik som denna kan passa in i deras marknadsföringstratt. Låt oss prova en klassisk sökfråga i början av tratten:

1680151302 42 Google Bard vs den nya Bing
1680151302 616 Google Bard vs den nya Bing

Click here to see the full side-by-side comparison.

Det finns egentligen inget objektivt svar här, men båda resultaten är i stort sett förnuftiga. Som sagt, Bing-svaret är både en smalare lista och mycket rikare.

Intressant nog verkar inget av resultaten deterministiskt.

1680151302 808 Google Bard vs the New Bing
1680151303 638 Google Bard vs den nya Bing

Click here to see the full side-by-side comparison.

Bing kan ge olika svar på samma fråga i olika fönster, och det kan Google också.

1680151304 928 Google Bard vs the New Bing
1680151304 183 Google Bard vs the New Bing

Click here to see the full side-by-side comparison.

Detta kan vara en omtvistad punkt när SEO:s börjar optimera för dessa svar och vill mäta deras resultat. Naturligtvis kan vanliga organiska rankningar variera enormt mellan lokaler och till och med veckodagar, men generellt sett, om du söker två gånger från samma dator (i privata surffönster etc) får du samma resultat. Inte så här.

Konspirationsteorier

1680151305 185 Google Bard vs den nya Bing
1680151306 45 Google Bard vs den nya Bing

Click here to see the full side-by-side comparison. 

Ingen av lösningarna föll för något uppenbart konspirationsteoribete, vilket är uppmuntrande att se. Jag har faktiskt inget emot Googles mer försiktiga "jag kan inte hjälpa till med det" här. Jag kunde inte provocera fram en liknande reaktion från Bing för någon fråga, men jag kunde inte heller provocera den för att säga något avskyvärt – jag är säker på att andra kommer att göra det.

Vad händer härnäst för SEO?

För båda plattformarna finns det stora frågor innan SEO:s verkligen kan engagera sig och betrakta dem som en viktig del av sitt arbete.

För Bing, kommer detta att ha adoption? De flesta SEO:are har inte tagit för vana att optimera för Bing de senaste åren, men det finns redan talar om ökad Bing marknadsandel.

För Bard, hur, om alls, kommer detta att integreras i sökningen? Den nuvarande plattformen är tydligt markerad som ett experiment och är mer som ChatGPT än den är som de mock-ups som Google visade oss i februari. Eller kommer användarna att uppmuntras att använda det som sin egen sak?

För båda plattformarna finns det stora frågor om hur SEO:er kan gå tillväga för att optimera för att få sina kunder att nämna, och faktiskt positivt omnämnda i resultat – det finns massor av otrevliga möjligheter här, och Wikipedia är förmodligen den mest uppenbara. En gång nämnt, hur mäter man detta? När jag klickade mig vidare till min egen sida från Bings chattflik, såg den bara ut som all annan organisk Bing-trafik. Rankspårning är också ett intressant problem, och du kan vara säker på att Moz och STAT kommer att publicera inlägg i framtiden om hur vi hanterar dessa funktioner – håll koll på det här utrymmet!

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Vad är AI Analytics?

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Vad är AI Analytics?

Vår Marknadstrender 2023-rapport fann att datadrivna marknadsförare kommer att vinna 2023. Det är vettigt, men dataanalys kan vara utmanande och tidskrävande för många företag.

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