OpenMarket – September 24, 2018
Messaging your customers requires an interesting balancing act.
You want them to like receiving messages from you but, ultimately, you get in touch because you want them to buy your product or service.
There’s nothing wrong with that. But this relationship only works if everyone’s on the same page.
Let’s be honest with ourselves for a minute; if your customers wanted to buy your product as much as you wanted them to buy it, they probably wouldn’t need a reminder message.
So your interactions can end up pretty one-sided. That’s a relationship that isn’t going to feel good, and isn’t going to last.
But it doesn’t have to be this way.
There’s a way of catering to your customer’s needs while serving your own.
Inject a little empathy into your messages and you can end up increasing your conversion rates while satisfying your customers.
Let’s look at how that might go:
Great CX in action
Karen just bought a top at a funky new clothing store. On her way home, she gets a text message thanking her for her purchase and offering her 10% off next time she pops in.
It’s Saturday night and Dave’s trying to decide what he’s going to have for dinner. He gets a text message at just the right time reminding him that his local Chinese takeaway has a new menu. That’s dinner taken care of.
Jane had her eye on a pair of headphones a couple of weeks ago but didn’t have the money to buy them. Now the end of the month has arrived, she gets a message reminding her about the headphones. Time for a payday treat.
It’s time for Peter’s dog Milly to get her vaccinations. They need renewing every two years, so a month before they run out Peter’s vet sends him a message reminding him to book an appointment. What’s more, he’s given a choice of potential timeslots.
Christa’s birthday is coming up and she’s not planned anything yet. She gets a message from the bar where she had her drinks last year asking if she fancies celebrating with them again. It’s easy, and she had a great time last year so she books again.
A little empathy can go a long way. It can help you boost conversions and deliver a smoother, more natural customer experience.
What’s more, connecting with customers at critical moments can help you save budget for other departments.
For example, an NHS hospital in Wales saved around £1.5 million over two years by texting its patients to remind them they had appointments coming up.
These are simple improvements that you can make today that will benefit your customer and help your bottom line.
You just need to use the right channel for the right interaction at the right moment.
Want to improve your CX while cutting costs? Check out: The New Age of Customer Experience