When people used to hear the term ‘customer experience’, it mainly referred to making a website pleasant and simple to us. That led to the rise of the “Customer Experience (CX) designer.” However, the CX designers role was mostly aesthetic with some focus on the organisation of website content, web page structure, and the placement of fundamental tools such as powerful Calls to action (CTAs). Today, however, customer experience has developed beyond how a website looks and feels. Businesses need to rely on additional features.
For modern businesses, customer experience encompasses the addition of contemporary features such as personalisation which lets them cater website content to individual preference, past purchases, or past visits. With such personalisation, you can increase sales by making sure that recommendations are based on the categories of products that most interest the user in the moment and to suggest products based on context, e.g browsing for inspiration vs browsing for a specific need.
What’s more, leading CX today integrates the use of deep technology such as machine learning to improve product recommendations and advanced search engines that use natural language to better understand user requests e.g. understanding synonyms and returning results even when a search has been misspelt.
In the context of e-commerce and online retail stores, customer experience provides the competitive advantage that can put you at the front of the field. From a high-level perspective, customer experience refers to the way in which a brand engages its customers online. It describes how your customers perceive you and, when effective, creates brand memories and encourages brand loyalty.
To make this a reality for clients, Open Reply adopts what we call our unique Continuous Improvement Framework. This blueprint consists of five distinct steps that we execute in sequence to build out eCommerce solutions that put the customer at the centre, so clients maximise their eCommerce growth.
Open Reply’s offering gives you:
We combine these to help you create an outstanding customer experience online that puts you ahead of the competition.