Companies are adapting to the technological changes in the world by offering hybrid business models. Most interactions today are a blend of online and in-person exchanges, and companies are quickly realizing that to attract tech savvy customers, they must put convenience first.
However, staying connected in this brave new world of reaching customers is challenging. Brands that stay ahead of the curve by offering the best possible customer experience (CX) often outperform the competition.
When combining both online and offline worlds, having a strategy ensures a seamless CX. Here are the best methods to try.
1. Gather Data
Source: https://www.marketingcharts.com/customer-centric-228323
The first step to a hybrid business strategy is to gather as much information as possible about your current customer base. Around 46% of businesses say they use customer service history to gather data for personalization.
Other places to gather data include via surveys, from email and based on social media activity. The more data you have, the better you can customize CX online and offline.
2. Focus on the Omnichannel Experience
With a hybrid business, customers might experience touchpoints virtually and in real life. Put yourself in the shoes of the customer. They don’t want to feel like just another face in the crowd. Take each opportunity to greet the individual by name and make sure to have notes on the customer’s past interactions with customer service agents.
For example, imagine the customer has an issue with an item they bought. They go online to live chat to try to rectify the problem, but the agent there can’t quite answer their question. They call to fix things but the customer service agent says they’ll have to go to a local brick-and-mortar store to get a replacement. When they enter the store, they have to go through the entire story again and explain the issue.
Now, imagine a seamless experience. The customer pulls up live chat and the agent gives them a code and tells them they can mail the item back or take it to their local store for a replacement. They choose to take it into the shop. When they arrive, they share the code and the clerk instantly knows why they are there and what they need. Such a seamless experience leaves a better impression on the customer and helps develop a loyal fan.
3. Boost In-Person CX
Do everything in your power to create positive CX at every stage of the buyer’s journey. Around 89% of consumers say they’ll walk away from a company due to poor customer service experiences.
Even though you might offer a hybrid business approach, where a lot of companies fail is in the CX in the store. Take the time to train employees to make every buyer feel special. Give them the ability to go above and beyond to create positive experiences.
One company that does this well is Disney. If someone visits Disney World, cast members are there to ensure everything runs smoothly and they do it all with a smile. From time to time, they “pixie dust” guests and give them passes, special perks or other things that make the customer feel they are valued.
4. Utilize Social Media
Hybrid businesses have the advantage of reaching people via various methods. Online marketing may be one of the most cost effective ways of reaching new and current clients.
Start interacting by posting interesting tidbits for readers. Post on a regular schedule and make sure you interact with users by responding immediately to comments. You should also pose interesting questions that make followers think.
5. Use Augmented Reality (AR)
Source: https://www.statista.com/chart/28467/virtual-and-augmented-reality-adoption-forecast/
According to Statista, the current AR market sits at $22.8 million but will hit $100 million by 2027. The rapid growth of the industry is likely due to how engaging the technology is for content-hungry consumers.
6. Host Hybrid Events
Do you host events for your customers? One thing you can do to connect with all your customers is to host a hybrid event. If you open your doors and bring in a guest speaker, stream the event live on Facebook or YouTube, so customers who can’t attend in person can still enjoy the speech.
For businesses that offer conferences and workshops, host a chat at the same time and take questions from online audiences as you stream. Look for ways to share online and offline for the most traction.
Add an app that lets them connect with speakers, read articles on the topics covered and even chat with their peers. Look for ways to integrate real and virtual worlds.
7. Use Artificial Intelligence (AI)
Tapping into the power of AI gives you an edge in the hybrid business world. Machines today can learn to have a conversation with your customers, and it will seem as though a real person speaks to them.
Use the capabilities of data analytics to segment your audience and see what promotions work best in-store and online. AI is the wave of the future for small businesses. The technology gives you a competitive advantage against big corporations you may not have been able to compete with in the past.
8. Offer Flexible Shopping and Returns
One of the best things you can do for your hybrid approach is to offer flexible shopping and return options. What does this look like in practice?
The customer sees a blouse she likes in your store. You’re out of her size, so she pulls up the app and orders the item to be mailed to her house. However, when the shirt arrives, it doesn’t fit the way she thought it would. Your company gives her options to exchange or return it. She can mail it back with a prepaid label or bring it to the store.
Integrating the shopping and return process across your different assets makes life easy on your customers. You’ll develop a stronger relationship with them and they’ll be more likely to order from you again in the future.
9. Reach Out After Purchase
Source: https://www.marketingcharts.com/customer-centric/personalization-customer-centric-228524
Around 71% of B2B customers expect a company to engage and follow up after the sale, and 43% of consumers buying retail feel the same. If you want to make an impression on a new customer, reach out after you have nothing to gain from doing so.
Send an email and ask if they’re happy with their purchase. No matter where they bought the item, they’ll appreciate the personalized follow-up and see that you care about your customers and want them to become loyal fans.
Hybrid Businesses Must Be Forward Thinking
Hybrid businesses have to float between real and virtual worlds. Pay attention to shifts in technology and how you can best improve experiences across various mediums. Understand where your users hang out and how to reach them. Once you see the big picture, your CX will improve and your customers will return for repeat purchases.