Customer experience: what consumers want | hipto

In an ultra-competitive and constantly changing market, strengthening and sustaining the customer experience is no longer an option: it is a necessity. Digital has changed the rules of the game: comparing, buying or sharing an experience can now be done in just a few clicks. To keep up with this pace, marketing and sales strategies must reinvent themselves and adapt to a hyperconnected world. Objective: retain customers while attracting new prospects. But then, what do consumers really expect? What are they looking for in their shopping experience? The answers below.

Understanding the expectations of today’s consumers: the new consumption paradigm

In just a few years, consumer expectations have changed dramatically. Today, 77% of them consider the experience as important as the product or service. Gone is the simple act of purchasing: customers are above all looking for an authentic, personalized and privileged relationship with the brands they choose. More than a product, they want real listening, sincere understanding... and the certainty that their opinion, like their well-being, really matters.

The demands and requirements of today’s consumers revolve around a few priorities that are essential to them. There are five stages that correspond to this expectation:

• Meet the unique needs and expectations of the consumer

• Offer promotions and exclusive experiences

• Offer exclusive products or services

• Communicate with the consumer via the appropriate channel

• Listen carefully to the consumer

Consumers have many purchasing options, and your product or service alone is no longer enough to motivate them to take action. In order to attract your targets and build a lasting relationship with them, you absolutely must treat them in an ultra-personalized way bymeeting their specific needs. You must be able tointerfere in their daily lifeforimprove customer experiencein a structured way. Moreover, the usea good CRM and digital to strengthen loyaltycan allow youto establish and measure prospect/customer engagement.

Obtain a response to their unique needs, experience a privileged relationship with the brand

Faced with the profusion of offers, a good product is no longer enough. Consumers are now demandingultra-personalized experience.To respond to this, the brand must invite itself into their daily lives, anticipate their expectations and create a strong bond with each interaction. It is by truly understanding their individual needs that companies can offer tailor-made products and services. Result: a more intimate relationship… and reinforced loyalty.

Receive promotional offers and exclusive, VIP experiences

For today's consumers, the added value lies in the privileged access, the emotional feeling via an exclusive journey offered, more than in the product or service itself.

So yes, the promotions are attractive... but they go well beyond: they reinforce theattachment to the brand. And when it comes to a VIP offer, the customer is not just getting a good deal: they are having an exceptional experience. Preview access to a new collection with an exclusive discount, invitation to a private workshop or a meeting with a designer... these are all touches that enhance the customer, create emotion and trigger a purchase.

Benefit from reserved or personalized products

The new consumer is not only looking to purchase, he also wants access to what is rare, in the form of reserved or even personalized products and services. He needs to feel this feeling of privilege and exclusivity which concerns, in this case, an object or service offered. For example, let us cite the case of a brand which:

• Markets sneakers in ultra-restricted quantities, launches a limited edition perfume or a capsule collection available only on its official website and reserved, of course, for its most loyal customers.

• For example, offers private boxes of rare wines only to members of an oenological club.

• Creates personalized items such as a watch engraved with the customer's name, available only via a premium service.... We are talking here about clienteling or hyperpersonalization, a concept made possible in particular by artificial intelligence and Cloud computing which make the customer experience even richer.

You will have understood, meeting the unique needs of your prospects and customers,integrate into their daily life, and offering them exclusive products and services are all ways to engage them in the purchasing journey and improve the overall prospect/customer experience.

Communicate with the brand via different channels

Giving consumers a voice where they are most comfortable is now essential. Social networks, instant messaging, online chat, email or telephone: everyone has their preferred channels, and brands must adapt to them. Result: more proximity, a strengthened bond of trust and valued exchanges. This seamless experience, at the right time and on the right channel, above all nourishes a strong feeling of connection to the brand.

Clearly, a brand must remain present on its customers' favorite channels, if it also wants to be present in their hearts.

Listen attentively in the event of a problem

A satisfied consumer is above all a consumer listened to: 77% of them believe that the customer experience is as important as the product or service itself.

Consumer expectations go far beyond the simple purchase of a product or service: the customer wants to be heard and understood. In the event of a problem, he hopes for attentive listening, sincere dialogue and responses adapted to his situation. 88% of consumers expect a company to have a self-service support portal (Salesforce).

For companies, paying attention to customer needs is no longer optional: it is the key to gaining their trust and loyalty!

When the customer journey constantly evolves and reinvents itself…

The world has changed, as have expectations: the customer journey is no longer the same.

An ever more connected journey

Consumer purchasing behavior has profoundly evolved. The time when the customer simply pushed open the door of a store to leave with a product is almost over! Today, with the acceleration of digital technology, the customer journey is becoming multi-step, interactive and connected. It starts with searching for information online, discovering a brand, exploring its site to, ultimately, make the purchase, postpone it or abandon the idea.

Hyper-traced order tracking

But the process does not stop there and the brands have understood this well. Customers expect impeccable after-sales service from a brand, capable of providing answers to their questions. Live order tracking or real-time tracking allows the customer to know exactly where their package is at each stage, which reduces their anxiety related to waiting for delivery.

The importance of customer reviews

Consumers also pay particular attention to customer review publications. These reviews are perceived as authentic feedback from other customers, more reliable than brand advertising.

The role played by influencers

We must also take into account the influencers who play a strategic role in this new ecosystem. By testing a product or service in front of millions of subscribers, these new digital players have the power to trigger real leverage on sales, attract a qualified audience and create immediate enthusiasm around a brand.

Ever more efficient technologies to facilitate purchasing

Finally, technological advances have a decisive impact on this new way of purchasing. A simple click or a voice command is enough to treat yourself to a piece of clothing or any other item, directly while cooking or relaxing on your sofa.

A few figures speak for themselves

• 75% of consumers regularly shop online. E-commerce thus meets the need for speed, choice, comparison and personalization. Purchasing is possible 24/7, without traveling. Delivery takes place at home or at a relay point. The customer avoids the queues and time constraints of physical stores.

• 47% use a voice assistant to order. This tool, which allows you to interact with technology by voice, offers a fluid and practical purchasing experience. Voice assistants such as Amazon Alexa, Google Assistant or Apple Siri allow you to place commands simply by speaking, providing a hands-free experience.

• No less than 8 different channels are used to contact a company. As part of a customer relations strategy, the main networks used are Facebook, X, Instagram, LinkedIn and YouTube. Social networks now integrate commerce platforms, through which users buy directly from their favorite applications, making the purchasing process even simpler.

• Split payment offers allow consumers to spread the cost of their purchases over several months. The products therefore become more accessible, without additional costs.

Points of friction: an obstacle to acquisition and loyalty

By friction point we mean any element of the customer journey that creates discomfort, hesitation or an obstacle between a prospect's intention and the expected action. Removing friction points and reducing irritants maximizes ROI. Among the sensitive points to take into account:

The weariness of the visitor… who goes elsewhere

In acquisition, each point of friction reduces the volume and quality of leads… and consequently increases the CPL/CPA. A campaign can therefore generate significant traffic, but if visitors encounter a form that is too long, with a large number of fields, a significant part of the traffic is lost before conversion. In other words, the media investment remains constant, but the number of usable leads decreases: the acquisition cost per lead soars.

The brand's lack of responsiveness

Consumers no longer tolerate slowness or opacity, a lack of responsiveness in customer service, etc. A bad experience not only reduces the conversion rate, but also damages the overall reputation of the brand. Consumers expect great fluidity from brands. One click too many, one unnecessary step, one missing piece of information, and they turn to a faster competitor.

Lack of transparency

The fear of spam or misuse of data also constitutes a major obstacle in the acquisition process. Consumers value their privacy and are today extremely sensitive to how their information is collected, stored and used. A request considered excessive (mandatory telephone number, full postal address for a simple subscription to a newsletter, etc.) can immediately arouse distrust.

The impact of a negative experience

Likewise, any negative experience during the acquisition phase has a lasting impact on the reputation of the brand. Not only does the prospect not convert into a customer, but he may also share his dissatisfaction (online reviews, negative word of mouth). The brand therefore loses an immediate opportunity and weakens its future potential, creating a vicious circle where the acquisition becomes more and more costly and less efficient.

Customer experience at the heart of brand strategy: the main levers for transforming the customer journey

As mentioned previously, customers are no longer content with purchasing a solution, they are looking for a fluid, personalized and memorable relationship with the brand.

Product quality remains essential, but it is no longer enough to build loyalty. The objective for the brand is therefore to transform a transactional relationship into a lived experience, which, after making you want to buy, encourages you to come back and recommend the brand. Brands must therefore rely on:

The study of feedback

The study of customer feedback constitutes a valuable source of information obtained mainly via social networks, e-commerce sites, forums, etc. However, a Hootsuite report indicates that only 58% of companies have managed to integrate social networks into their customer experience program. However, communicating on social networks develops, on the one hand, a relationship of trust with customers but also allows the company to respond and explain itself in the face of negative comments.

Predictive analytics

According to an Apizee study, 64% of consumers favor companies that adapt to their needs and desires. Thanks to predictive analysis, companies are able to anticipate customer needs, behaviors and expectations and not just react. The orientation of marketing strategies is thus based on the use of data (past purchases, browsing histories, interactions, opinions, social data, etc.) and on statistical or artificial intelligence models. A banking service can thus suggest a savings product or a specific investment that will meet the expectations of this or that customer. In this way, he will have the impression of being “pampered”.

Predictive analysis, which combines AI and Big Data, is based on efficient CRM (Customer Relationship Management), namely customer relationship management software. The latter makes it possible to centralize, organize and manage exchanges between the company and its users (prospects, customers, members, etc.). CRM aims to boost customer engagement, retain those already acquired and transform a prospect into a loyal customer.

Combined with digital tools, CRM strengthens loyalty by offering a clear and personalized vision of each prospect or customer. These technologies make it possible to monitor interactions, anticipate needs and propose targeted actions. They help measure engagement, analyze behavior and adjust appropriate marketing strategies.

Selfcare tools

The implementation of Selfcare tools facilitates customer autonomy by ensuring immediate access to information, answers and instant solutions. FAQs, chatbots, virtual assistants, communities, etc. This helps them obtain information without having to contact customer service directly. This autonomy is particularly appreciated outside of opening hours.

The care taken in after-sales service

At 65%, consumers favor human contact over automated solutions. This particularly concerns complex requests in certain areas such as banking or insurance. Digitalization cannot therefore completely replace human interaction, which is still seen as a guarantee of efficiency and trust.

Building consumer confidence through data protection, transparency and verified reviews

Gaining the trust of visitors is essential. To overcome the distrust that slows down conversion, it is appropriate to highlight verified opinions, testimonials, etc. The brand must be clear about the use of data (GDPR-friendly), and showing that the relationship is based on trust is essential. Verified customer reviews represent a guarantee of authenticity and transparency which reinforces the credibility of a company.

Generating quality leads: optimization levers

Attracting leads is not enough. Getting qualified leads will make all the difference!

Minimize response time

Prospects want an almost immediate response. The longer the response time, the lower the probability of converting interest into real contact. Conversely, a callback made within 5 minutes of submitting a form or using a chatbot considerably increases reachability, which improves the conversion rate and automatically lowers the CPL (cost per lead). A quick contact shows that the brand is available, attentive and human relationship oriented. This first interaction also constitutes the basis of adiscovery planeffective, allowing sales teams to precisely qualify the prospect's needs and adapt their message.

Personalize responses

But speed is not enough: personalization also plays a key role. Adapting the message to the expressed intention, using the channel preferred by the prospect (telephone, email, WhatsApp, etc.), and relying on a short, clear and relevant script, strengthen the credibility of the brand. Result: a smoother experience, perceived as authentic and attentive, which maximizes not only immediate acquisition but also the quality of leads transmitted to the sales teams.

If the form or chatbot is personalized (adapted questions, human tone), the prospect is more inclined to leave their information. This reflects the desire to enter into a privileged relationship.

Reduce form length

A more concise form then enriched with progressive profiling will make it possible to collect information gradually, over the course of interactions instead of asking for it straight away on the first form.

Propose a value exchange

The prospect will only give personal information if he perceives a clear benefit in return. For example, we can offer premium content (white paper, free trial, personalized diagnosis).

Allow free choice of channel

Imposing a single method of contact reduces reachability. The prospect must be able to choose (telephone, email, WhatsApp, SMS, etc.)

What to remember

The impact on ROI of good management of friction points in the customer journey is undeniable on several levels:

• On the conversion rate with a greater number of valid leads.

• On the quality of leads with less loss.

• For better campaign effectiveness.

• On LTV, the customer lifetime value. It’s not enough to acquire a customer quickly, you have to keep them. The relationship with the customer will be more lasting thanks to a fluid and personalized experience.

Customer experience is therefore the central lever of a marketing strategy. The performance of acquisition campaigns and the profitability of loyalty actions depend on it. Every friction point in the customer journey costs leads, increases your CPL/CPA and weakens your image. Conversely, a simple, fluid and transparent experience transforms your prospects into customers who themselves become ambassadors for your brand. At hipto, we generate quality leads for you by optimizing each step of the acquisition journey. Less friction means more conversions! What if we talked about it together?