A common theme since the outbreak of COVID-19 in 2019 for businesses and customers is the massive shift to digital operations and consumption.

The covid-19 period has been an acute time of vulnerability for all of us. That vulnerability has forced many businesses, particularly start-ups, to close temporarily, or for good.

But many business executives have since adopted what Winston Churchill advised: “We should never waste a good crisis”.

And, perhaps, many businesses have seen the pandemic as the biggest opportunity to rethink operations and market reach. Businesses are going where people are—online. If online is the future, how best can a business leverage online presence and improve customers’ experience?

We offer a few tips for your consideration.

Personalization of products and services online

Decades ago, business models centered on ensuring that an enterprise develops a product or a service, advertise it and then sell it. In 2021, however, sales are becoming less dependent on products and services offered. Instead, successful companies are selling experience to their customers.

Recommended article: Key Factors That Help Start-Ups To Succeed

Experience, like Price Waterhouse Coopers rightly states, involves speed, convenience and friendly interactions. How you do this online will go a long way in attracting and retaining customers.

Selling experience is when a company uses customer behaviour insights to show ads only to clients who are more likely to be interested in the business’ services or products. Instead of going for universal customers, personalisation increase ad relevance which in turn, increases chances of conversion.

In a way, personalisation creates a psychological “special feel” among customers.

Design your online shop like a paradise 

We all may be aware that the pandemic has pushed customers online, and this survey gives deeper insights about it.

But like in a physical setting, the way business products or services are displayed has a big influence on whether a buyer will walk into your shop or not. Many a buyer’s consumption behaviours are stimulated by factors such as recommendations and references. It is, therefore, important that you mind the design and layout of your online shop.

Is the information on site precise and relevant? Does it explain product or service usability? Is your site easy to navigate? Are the colours and fonts attractive? Does every page have a call to action? How about the speed of the website? All these should be given high priority when displaying your shops online.

Business Intelligence

Recommended article:Digitalisation that works for small businesses

With a simple website and digital analytics tools, a business, regardless of its size can enter the mind of a customer and know his or her likes and dislikes. With Google Analytics, a business can collect and analyze both past and present data, and then predict the future.

These business intelligence tools are available for businesses of all sizes and should be used to make strategic and operational decisions for the betterment of the enterprise.

Automate communications, have chatbots.

Customers will always have questions ranging from price to product quality or service use. Some of these questions have been answered previously, and all you need is to automate them in the frequently asked questions.

Because you are selling experience, we highly recommend that you have chatbots. Make them answer the most common and frequently asked questions first and if a customer has more advanced questions, then have a human being answer such questions. By saving customers’ time and still satisfying their needs, you’ll drastically improve brand loyalty. Chatbots have been tested and should aid you in this journey.

Importantly, a visual guide for your customers on how- to use a service or product is very timely. Have it in place and solve many questions while improving your relations with the customer.

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