It means building up a positive perception about your brand with customers in terms of interaction, sales and support. You can measure that by identifying the number of return visitors and therefore determining how well word of mouth promotion is paying off.
To woo your potential customers and deliver a frictionless customer experience (FCX), you have to make efforts in every field to provide proper synchronization.
If customers don’t feel amazed at any given point on the “path to purchase”, that causes the experience to deteriorate and encourages a higher churn rate.
This leads to a major question regarding the difference between perception and efforts. You can’t just sit there having invested time, money and effort into every process and assume your end users are getting a “seamless experience”.
You have to always be on your toes, identifying user perceptions and changing your processes accordingly.
4 tips for delivering a frictionless customer experience (FCX):
1. Design an attention-grabbing onboarding program
“First Impression is the Last Impression”
It may sound a little clichéd, but it’s so true in this case. When you deliver a great onboarding experience, users won’t be leaving your site anytime soon and are much more likely to become “loyal fans”. You can design onboarding programs to reflect a user’s place in the conversion funnel.
For example, you can integrate an “AI-enabled smart search facility” within your website to help users receiving information during the awareness stage.
Video tutorials, visual documentation, user manuals and cobrowsing are other ways to deliver frictionless customer experience.
2. Deliver real-time support with modern-day chat support tools
Integrate live chat tools as the ultimate companion to offering real-time support. According to one recent study, more than 41% of visitors expect live chat on a website.
That’s enough to see the importance of live chat tools in solving user queries by providing them a direct route to interact with agents.
3. Provide machine-learning powered support to hesitant shoppers
Shoppers tend to showcase their behaviors while browsing websites. You can leverage machine learning to find hesitant shoppers who are more likely to convert if you offer them customized discounts and promotions.
This way, you can amaze those users by offering additional value beyond their expectations while they are on-site.
For example, a UK based e-commerce store called Buy Whole Foods Online sends push notifications to users, supporting them in selecting relevant products by providing an additional discount. The image below shows their most popular push notification.
It worked very well for them, achieving a Click Through Rate (CTR) of 15.2%, whilst 71 out of 97 shoppers who landed on the product page after clicking the push notification actually purchased the product.
4. Sending relevant offers via chatbot
Integrating a chatbot within your website enables you to deliver real-time answers to user queries and pass qualified leads to agents based on predefined conditions.
Moreover, you can send specifically triggered offers to users when they land on a product/service page. They will be delighted to find offers coming to them, instead of the other way around, enhancing the chances of conversion.
“Frictionless Customer Experience” is a term not easily described by theories and assumptions. So, for more clarity, here are some brand examples following best practices for keeping their customers hooked!
L’oreal brand NYX leverages Augmented Reality (AR) within its app for visualizing how you will look after applying their make-up and beauty products. Within the app, you can also interact with beauty influencers and consultants via live video call for real-time beauty tips. This way, L’oreal is redefining the “customer experience” in personal care products.
Mattress company Casper built an innovative chatbot called “Insomnobot -3000” to have conversations with insomnia patients. They can converse with the bot regarding any topic from fashion to pop culture between 11 PM to 5 AM. The Bot also sends subliminal (hidden) promotional messages regarding mattresses within the interactions.
Do you have more brand examples highlighting “Frictionless CX”?
Share your thoughts and comments along with any additional tips to amaze your potential customers.
Originally Published On Quora
Featured Author Bio:
Dhruv Mehta is a Digital Marketing Professional who works at Acquire and provides solutions in the digital era. In free time, he loves to write on tech & marketing. He is a frequent contributor to Tweak Your Biz. Connect with him on Twitter or LinkedIn.