In today’s world, where technology plays such an integral role in our everyday lives, it’s no surprise that customers are developing astronomical expectations and competition within eCommerce is growing like wildfire. The driving factor for success has shifted from offering a quality product at a competitive price point to providing an exceptional end-to-end experience for your customers — in what’s being referred to as “the age of the customer”.

The realization that your customers have more power today than ever before, the kind of power that can make or break your business, can be nerve racking. That being said, investing in your customer experience can pay off… literally. In fact, Harvard Business Review analyzed data from a global, $1B+ transactional-based business and found that “customers who had the best past experience spend 140% more compared to those who had the poorest past experience”. Furthermore, according to a CEI study, “68% of customers will pay more for a better customer experience”. The value of a great customer experience is undeniable but where do you begin?

Get your customers involved.

Building the perfect customer experience without involving your customer is like an architect trying to design a client’s “dream home” without consulting the client. A really, really terrible idea.
You’ve got to go beyond just getting to know your customers. They need to be included in the process and, lucky for us, customer research and usability testing makes that possible. Through various testing techniques, you’re able to gather insight directly from your customers to then shape their experience in a way that satisfies their needs, fulfills their wants and aligns with their expectations.