It doesn’t matter if the person is making an online purchase or in a physical store: they want to have a good customer experience. For this, some principles are essential in any business.
When we look for
customer experience ) on the internet, it is common to find content on digital marketing, such as increasing sales in e-commerce or maintaining customer relationships on social networks.
In this scenario, those who sell in physical stores may even to be confused. On the other hand, those who have an e-commerce, can also imagine that their audience is not the same as in physical stores — and there is nothing that can be done about it.
The truth is that the customer experience can no longer be divided between physical and digital, offline and online. In a context where we have cell phones always connected to the internet — and we use them in various activities, all day long — the universes merge completely. It’s what marketing usually calls omnichannel.
With this concept, )experience must be unified, without perceiving boundaries between online and offline — such as different prices or misleading photos. In addition, it is important to make the most of each tool, adding technology aspects to physical stores and vice versa, whenever possible.
To understand how to apply this concept and generate the best experiences for your customer — whether online or offline —, we have separated some essential tips.
1. Be present in the main tools
You’ve heard that “who is not seen, is not remembered”, right? So, your establishment needs to be visible in the tools customers use to search for products and services:
-
- )Site to appear in Google searches;
- Google My Business, from Google Maps;
- Instagram and other social networks;
iFood for bars and restaurants;
- MercadoLivre, Amazon and other marketplaces;
These are just a few examples. There are important tools for specific segments, such as fashion marketplaces, hotel search sites and Reclame Aqui for services. The greater your presence, the easier people will find your company.
Whoever sells online probably already knows this, but many entrepreneurs of physical stores end up forgetting — even if they want to migrate to the internet.
Having said that, more important than being in the tools is having a quality presence. That is: keeping an organized and active profile, with constant updates and appropriate responses to comments. When in doubt, it may be better to delete a profile than to just leave it “dropped” — people may even think that your business has closed.
But we must also remember that you don’t have to be a professional — or hire a person just for that. Of course, if you can afford it, this is interesting. But in the beginning, you can take care of the profiles yourself. To learn how to do this, get inspiration from stores or companies you admire and use design tools like Canva.
two. Keep the principles of good service
There are some characteristics that never “go out of style”. Friendliness, understanding and proactivity when solving problems are among them — and they are indispensable both in online and in person customer service.
Physical store salespeople are perhaps more accustomed to exercising these principles, after all, they are face to face with their customers, every day.
That said, it is essential to serve in the same way — friendly, understanding and proactive — in WhatsApp conversations or responses on the networks social, for example. In addition, if the person migrates from the internet to face-to-face service, the experience should continue without mishaps, such as having to repeat information or identify themselves several times.
This tip also applies to sending of products sold in e-commerces, which is perhaps the only “physical” stage of online stores. It is interesting to include a card, note or send any type of thank you when the customer receives their package. This helps to retain your customers.
Read also: How to serve a customer well
