Article

Geoff Galat
Geoff Galat 9 July 2018

Five ways to eliminate consumer stress from your digital experiences

For today’s brands, the fastest way to ensure customer loyalty is by providing a stress-free experience. This experience should not only minimize consumer stress, it must also account for all of the different mindsets, moods and emotions that consumers may experience as they work their way through a purchase journey. But how can brands build such a stress-free and emotionally positive experience? And how can they start to recognize the subtle emotional annoyances that cause a stressful digital experience?

For today’s brands, the fastest way to ensure customer loyalty is by providing a stress-free experience. This experience should not only minimize consumer stress, it must also account for all of the different mindsets, moods and emotions that consumers may experience as they work their way through a purchase journey. But how can brands build such a stress-free and emotionally positive experience? And how can they start to recognize the subtle emotional annoyances that cause a stressful digital experience?

1. Identify your stressors 

Before a brand can start to remove potential stress-points from its customer journey, it must first identify where those stressors are most likely to occur. To uncover these insights, brands must look beyond traditional website analytics and start to consider Experience Analytics. They must start to explore new metrics, examining everything from hovers, to scrolls to ‘rage clicks’. Only by examining these subtle signifiers can brands start to understand their customers’ Digital Body Language and uncover the real sources of stress online.

2. Look beyond feedback 

While the vast majority of brands are already using customer surveys and NPS scores to monitor sources of stress, such direct feedback doesn’t always provide the most accurate results. In a recent survey by Clicktale, 1 in 20 consumers said that they regularly lie on customer feedback forms, either as a result of embarrassment or the so-called ‘participant bias’ (wanting to please those running the survey). To overcome this, brands must start to look not only at what shoppers say, but how they act. Only then will they uncover those subtle stress-points that consumers themselves may not even be aware of.

3. Put customer service first 

When designing a customer journey, it’s very easy for marketers as well as app and web developers to work in a silo and forget to interact with other areas of the business. For many such designers, customer service becomes an afterthought, as, if an app or a site is designed correctly, visitors should never have to interact with the customer service team. In reality however, this is rarely the case. Customers will always have questions and queries, and customer service teams will inevitably remain a big part of the buying process. In fact, consumers rank a fast and responsive customer service team as their #1 factor for improving experiences. With this in mind, brands must work hard to ensure that access to customer service and support teams remains a central part of their app and website flows and customer journeys.

4. Provide answers

It’s not always possible to remove sources of stress from the buying cycle. Websites inevitably require maintenance and apps cannot survive without updates. Unfortunately, all of these things weaken the customer experience, increase stress levels, and are ultimately out of a business’ hands. What brands can do however, is prepare their customers for such changes. Our research found that even the most basic forms of explanation – whether a customized error page or a ‘back in five minutes’ sign – reduce the number of consumers reporting stress by 13%. By building such explanations into the customer journey, brands can significantly improve customer experiences at the most difficult moments.

5. Think about emotions 

In the age of big data, it’s all too easy for brands to get wrapped up in the idea that all decisions must be based on hard facts and rational evidence. But, no matter how much people want to see themselves as wholly rational beings, the reality is that consumers purchase with their hearts just as much as their heads. Consumer purchase decisions are typically highly emotive, being driven by happiness, boredom, hunger and even stress.  These activities result in a great range of emotions, and brands must do their best to understand those emotions and to help consumers walk away with a positive feeling. This is not only the secret to a positive customer experience, it is also the secret to a successful business.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
What Marketing Content Do Different Age Groups like to Consume?

What Marketing Content Do Different Age Groups like to Consume?

Today marketers have a wide choice of different content types to create; from video to blogs, from memes to whitepapers. But which types of content are most suitable for different age groups?

Lisa Curry
Lisa Curry 21 October 2016
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in...

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more