Seamless customer journey: evolution from website to customer service

[muskanislam99]

The fluid customer journey is a recurring theme these days, as it has a major impact on the results presented by companies in the most diverse niches.

Obviously, this journey has always played an essential role, however, in many cases, it was not given the value it deserved.

And especially in this year of 2023, considered by many experts as the year of customer experience , this topic takes on great relevance and scope.

What would the customer journey be?
And more than that, what would a fluid customer journey be?

The customer journey is something quite simple to understand. It is the path, the steps that a customer takes in a company, from their first contact (in whatever form) to the last.

This journey may or may not involve the purchase or acquisition of a product or service, including more than once.

It is obvious that the goal of every company is for indonesia mobile phone number the customer who has the first contact to continue the journey, eventually making a purchase. However, this does not always happen, and often due to a lack of fluidity in this purchasing journey.

A fluid customer journey is nothing more than this path taken in a coherent, smooth and satisfactory way.

Everyone can stop for a minute and think about a company that provided you with a smooth purchasing journey and one that caused the opposite, and also what feelings and impressions this brought.

As there are many ways for a customer to contact a company, it is essential that all of them are able to provide a good experience.

Email, sponsored post and website are some of these forms of contact.

But how can we improve our customer relationships? How can we have a smooth journey that not only generates sales, but also loyalty?

This is perhaps the golden tip and so we are going to talk a little more about the topic, taking the website as an example of a contact point.

Evolution of the website to customer service
The website is currently one of the first and main points of contact between customers and companies, which is why we will use it as an example.

Most companies understand the importance of having a website and, from the very beginning, they seek to implement this point of contact. However, it is important to understand that this is not always the best step to take at the beginning. A website is a complex structure that needs to provide a satisfactory experience, otherwise it can literally “shoot itself in the foot”. Therefore, think carefully about the current situation of your company before starting to create a website , as well as a physical location.

But if this is the right time, how can you provide the customer, through a website, with a fluid journey that brings positive results for both parties?

It is essential to remember that for this to happen, this website needs to be designed strategically and also executed by quality professionals.

A website is made up of a technical part and a content part. These parts need to be aligned so that the end result is a welcoming, intuitive and pleasant place. The same sensations that a customer has when arriving at a company's physical space are also needed by the customer. And the website should aim to provide this experience.

To achieve this, as mentioned, the technical and content aspects need to be connected. However, initially it is necessary to follow a technical step-by-step process. This can be done either internally (by professionals within the company) or by hiring companies specialized in website creation . In a very simple way, this would be the initial step-by-step process :

Choose a domain
Register this domain
Choose a web hosting
Create the layout
Optimize for search engines
Install analysis tools
Take tests


With all this done, it's time to think about the content. What and how your website will provide the customer with a good journey, aiming for them to achieve the objective that was set for that website.

If it is an e-commerce, whatever the niche, the objective is sales, for example.

But how do you build a fluid journey within a website?
fluid customer journey

Step number one is to get to know your customers. Research shows that 40% of consumers consider trust in a brand as one of the most important factors when making an online purchase. Another 14% said they consider recommendations from other websites and from acquaintances.

This data shows how important it is to have a secure , robust, easy- to-navigate website that provides real information about the brand and products.

These characteristics bring confidence to the customer, in addition to making their purchase, recommending it to other people.

Brand trust is also one of the reasons why it is important to think about when to create your own website, for example, as we mentioned at the beginning.

The technique has already been listed, the content part encompasses all the information and the way it will be placed on the website.

Thinking about each of these details is essential. Product descriptions, whether written, in images or videos, should catch the customer's attention but, above all, should be truthful and eliminate as many doubts as possible. Customer reviews talking about quality, delivery and clarity of information are another essential item, since, as already mentioned, recommendations are items considered by many consumers.

How is the service given to customers who have questions? Does the chat work well, is the way the conversation takes place welcoming, patient and shows that the brand cares about the customer?

Is the payment area simple and provides all the necessary information? Does it provide security for the customer?

The website needs to be a channel that meets customer demand as fully as possible. Remember that the experience needs to be as similar as possible to that of a physical location, but with the advantages of online interaction.