Customer Experience

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Customer ExperienceCustomer Experience
+4+4
Be more expressive to close more sales

Be more expressive to close more sales

People are up to 36% more willing to buy from more expressive salespeople (e.g. with an energetic tone of voice, using arm gestures).

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+2+2
Case study: When and how to allow customization
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Case study: When and how to allow customization

Allowing people to customize their experience (e.g. preferred shampoo scent) boosts satisfaction and reduces cancellations by up to 46%.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+3+3
When people are most likely to switch brands

When people are most likely to switch brands

People are most likely to switch brands when they’ve tried a few products, but are not yet category experts. 54% of those who leave never return.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+3+3
Case study: Closing more sales in videocalls
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Case study: Closing more sales in videocalls

Increase sales during calls when you optimise your background, your body-language, your look, and how you speak.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+2+2
Don’t overestimate your customers' satisfaction

Don’t overestimate your customers' satisfaction

Managers often wrongly estimate customer satisfaction and underestimate the impact of product quality on satisfaction by up to 31.6%.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+4+4
Ask users to register at the start (not the end)

Ask users to register at the start (not the end)

Prompt people to register at the start of their shopping experience (not at the end, or at checkout). They will be more likely to do so, and later spend up to 13% more.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+3+3
Let people keep their returns

Let people keep their returns

When customers want to return a product, refund it while letting them keep it. They will be up to 2x more likely to buy again.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+3+3
Speak loudly to close more sales

Speak loudly to close more sales

Speaking with a powerful, loud tone helps increase sales. A loud, energetic tone is best for new customers (up to +8% sales). A loud, calm tone is best for returning customers (up to +5%).

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+5+5
Case study: How to boost marketing opt-ins
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Case study: How to boost marketing opt-ins

Opted-in customers are 26% less likely to churn. Here’s how to encourage them to opt-in for marketing communications.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+3+3
Don’t over-restrict limited-time offers

Don’t over-restrict limited-time offers

Overly restricting limited time offers (e.g. too short time, strict refund limits) can reduce sales by up to 68%, compared to no offer at all. Try to keep them 1 day long.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+4+4
Case study: Booking modules vs. inquiry forms
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Case study: Booking modules vs. inquiry forms

“Productized” booking modules on your website are likely to increase conversions and satisfaction compared to open-ended inquiry forms.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+3+3
The optimal email marketing frequency

The optimal email marketing frequency

7 monthly emails is the ideal average frequency. Sending 4 instead of 7 reduced customer lifetime value by 32%. For best results, vary the number of emails based on purchase frequency.

Thomas McKinlay
Thomas McKinlay