This is a guest blog post from Michelle Lerner, Director of Business Development at Branch – a Movable Ink Exchange Partner.
A lot has happened this past year, and we are met with so much uncertainty every day. Times are tough, and we can all relate. So now, more than ever, it’s imperative to be empathetic. Customer empathy will help you engage and retain your most loyal customers, even if they’re not in a position to buy right now.
Put yourself in your customers’ shoes, which shouldn’t be too hard to do. We’re all consumers. We know what it takes for us to trust a brand. The first step to showing empathy is flexibility, and flexibility comes in a few different packages. The first is being flexible with policies. Think about extending return windows or allowing partial refunds for non-refundable items. Another way to provide flexibility is by investing in your app. Apps offer an additional layer of ease for your customers to engage with your brand. For example, with mobile apps, user login information is saved, and it’s easier for them to make a purchase. Branch links create a seamless experience for users to land in the app, reducing friction between platforms.
Personalization adds another layer of empathy when engaging customers. Creating personalized experiences proves you understand your customers and what they’re going through. Be mindful of the tone you’re using, and be sure it resonates. Branch’s integration with Movable Ink allows you to play around with different creative or messaging based on signals to meet your customers’ needs at the right time to ensure the best experience possible. Especially during these times, you want to meet your customers where they are right now. They might not be in a place to buy, but they’ll remember the brand that delivered a more human connection when they are ready.
As a business, you’re probably going through a transition as well, and there’s an increased need to be frugal. A simple way to be mindful of costs is by making changes to your customer acquisition strategy. There are plenty of ways to leverage your organic channels to acquire and engage your customers. The lowest hanging fruit is being able to convert your mobile web users into app users. Since these are high intent users, they will quickly turn into highly engaged app users, which is even more of a reason to make sure they have a seamless experience. You can do this, and so much more, with Branch.
As the pandemic forges on, keep in mind the need for empathy with your users. It will set you apart from the rest and prove real human connection is what we’re all looking for.