The 5 key points of a successful product experience

8
min
-
Expertise
-
The 5 key points of a successful product experience
Contents

Product experience has become an essential part of thecustomer experience. It encompasses all the interactions between the customer and the product throughout the purchasing process. It contributes to the purchase decision and plays a significant role in customer satisfaction. As the customer journey is less and less linear, both in space and time, brands must ensure that the product experience proposed meets the needs and is of high quality for the user. It is therefore essential to ensure that a few principles are followed to deliver a successful experience to customers and consumers.

1. Availability of product information

Product information is at the heart of the product experience. It gathers all the content that allows the customer to know more about the product they are looking for: description, features, visuals, videos, 360°, customer reviews... Finding this information, online or in store, is one of the key steps in the buying process. It is therefore essential that it is easily accessible: from the Google search to the display on the product page, everything must be done so that the customer can navigate with ease.

Furthermore, this product information must be relevant (by answering the legitimate questions of your customers), adapted (in the language they speak or at least in English), complete (to avoid leaving questions unanswered but also to answer increasingly sophisticated searches) and simple and optimized (to ensure that everyone understands it).

2. The omnichannel experience

According to an Internet Retailer study, 52% of global e-commerce revenue was generated on marketplaces in 2018. The product experience, just like the customer experience, must therefore be omnichannel. It is no longer the sole property of the product's creator: in addition to the brand's website, it can be found on marketplaces, in catalogs, with partners through various channels or even on social networks...

For the company, this includes taking care of product information on each sales channel and managing this product-related data. In addition to being available everywhere and all the time on all devices, it must be contextualized - depending on where it is, consistent and relevant.

Image 5points product experience

3. Consistency throughout the customer journey

The customer experience is the sum of the customer's experiences before, during and after the purchase of a product. As the product experience is one of its pillars, it must also be consistent at all stages of the user's journey.

Offering reliable product information from the beginning of the journey is the first brick of this product experience. It helps create the first positive emotions in the customer, allowing him to project and confirm his project. Quality information from the beginning of the relationship with your users and future consumers marks the innovation of your communication strategy, through your different channels. Then, throughout the interactions between the customer and the product, including after the purchase, the brand must ensure a certain consistency to create and maintain a bond of trust, thus generating a positive feeling towards the product and the brand.

4. Creating a positive emotion

It is this positive emotion that helps create a satisfying and innovative customer experience. Indeed, the sum of the emotions felt by the consumer throughout his experience defines his propensity to repurchase the product and to talk about it around him. In this sense, the product experience should be designed to satisfy the customer's needs and expectations - the interactions between the product and the customer must give satisfaction to generate a positive emotion - and even beyond: why settle for doing well when you can do better?

5. Differentiation

By applying this principle, the company can choose to differentiate itself: by offering a design, an experience, a service or information, more accomplished than its competitors, it participates in creating a richer product experience and content. And when the time comes for the customer to assess the product experience, and more generally the customer experience, all of these "little extras" will make the difference and enhance the product and its brand. In an ultra-competitive world, differentiation is a strong lever for generating sales and building customer loyalty.

Conclusion

A true pillar of the customer experience, the product experience is a strong issue but still not considered by merchants at its true value. However, it is an essential aspect of a company's product and marketing strategy. As a vector ofemotion andinnovation, but also of conversion and loyalty, the product experience must reassure and establish a bond of trust with the customer.

To ensure the consistency and relevance required for a positive product experience, PXM (Product eXperience Management) is now the solution of choice. A natural evolution of PIM (Product Information Management), it encompasses all aspects of the life and management of product information and brings together all the functional bricks that create the product experience.

Are you ready to work on your product experience with PXM? Request your free demo.
Did you like this article? Share it!
Aude
Aude is passionate about transmission, training and pedagogy. With 10 years of experience in e-commerce and digital marketing, she now specialises in web writing around these subjects but also for the sectors of continuing education, (digital) learning, employability and the equestrian world.