You’ve done it. You’ve amassed a growing customer base, sales are booming, and the Facebook Likes keep pouring in. Then suddenly you’re trending under #frustrating on Twitter, you’ve spawned a series of negative online reviews, and BAM – it hits you. You may have created a product or service consumers love, but your customers hate you.
68% of consumers agree that shopping today is less about brands or products themselves and more about what they are feeling and needing (About.com and Latitude). Brands poised to stand the test of time are focused on establishing authentic, long-term relationships with customers, and in the age of the connected consumer, that means making user experiences as simple, relevant and social as possible. Here are 4 reasons why your customers may hate you, and what you can do to make them fall in love all over again.
“I can never remember my password for this site!”
69% of consumers admit to having forgotten a password because it was too long or complex (Ponemon Institute). Forcing consumers to create “secure” passwords with at least two numbers and one special character is sure to result in future login frustration, and adding security questions about favorite foods and first best friends to the mix leads to login and registration abandons.
Solution: Give users a faster and more convenient way to authenticate their identities, and only require the information necessary to create more relevant and timely user experiences. If you own multiple web properties, implement single sign on to allow users to login to multiple user accounts under a single username and password or social identity.
“Are you there, brand? It’s me, your customer.”
As consumers give more time, money, and information on your site or app, they feel increasingly connected to your brand. In fact, 79% of consumers agree that their relationships with brands are more personal than ever before (About.com and Latitude). Failing to store and pre-populate users’ payment information or tailor product showcases to their purchase histories or social interests are examples of sure ways to harm consumer relationships.
Solution: Invest in a secure, centralized database that gives you a complete, accurate, real-time view of customers by collecting and aggregating cross-channel consumer data. Implement a solution that allows you to pour these insights into third-party marketing solutions to create relevant, timely, and personalized user experiences across marketing campaigns.
“If only I could see what my friends think!”
The rise of social networks have placed more importance on peer opinion and interaction than ever before, so much so that 81% of people say that posts by friends on social media influence their purchase decisions (Forbes). That awesome travel blog? They want to discuss it with their families. Those cute shoes? They want their friends’ opinions. Brands that miss the boat on giving consumers a way to connect and share opinions around their products or services forego valuable user engagement and conversions.
Solution: Make your site or app a forum for consumer engagement. Give visitors the option to share their favorite content or items with their preferred social networks, and offer multiple opportunities for users to provide valuable feedback. Fostering this level of social connectivity builds consumer trust and purchase intent.
“I guess I’ll have to wait until I get home so I can use my computer.”
Over 20% of consumers ages 18-49 visit websites from 4 different devices each week (Experian 2013 Digital Marketer Report), and they expect to have the same functionality and capabilities via mobile as they do on the computer. Developing a mobile strategy is becoming essential to acquiring customers and consistently engaging them with the right messages at the right times.
Solution: Implement responsive design to optimize your web properties for screen size and resolution. Make sure even your more involved site actions, such as registering, commenting and purchasing, are fully functional and can be easily completed on smaller screens via mobile-friendly solutions.
Creating more social, relevant and streamlined user experiences is the key to establishing valuable consumer relationships that blossom into repeat conversions and lifetime customer value. Brands whose customers aren’t feeling the love will soon move on to greener, more connected pastures.
By Tobias Meyer-Grunow