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. The management understands that creating a positive experience for customers is as important online as it is in a brick-and-mortar business. Building trust by offering intangible value to your online customers starts and ends with the online user experience. That is why it is important to develop a solid policy that pays attention to the quality of online relationships, the smoothness with which functions are executed, and the emotions customers experience when they interact with your online channels.Avoid Information Overload
Optimizing user experience is done by taking a holistic view of your online channels and seeing how you can deliver the right part of content to the right person at the right time. Customers like to receive content that fits completely with whatever stage of the buying decision process they may be in at the time. Don’t make the mistake of offering information just because you can. Only offer information if it will help the customer (to progress to the next stage).Use Behavioral Targeting
When someone visits your site with a specific task in mind, they aren’t interested in reading about your vision and business strategy. Even information about other products won’t interest the customer at this stage. All the customer wants is to complete the task as quickly and intuitively as possible. To make things easier for the customer, you need to limit both the amount of information on offer, as well as the number of clicks necessary for the customer to reach his or her goal. Behavioral targeting enables you to offer only the most relevant functions and information. Try to achieve this by employing a mobile-first strategy. The lack of space on smartphone screens forces you to think about what is really important at any given stage.Know your Customer
Knowing your customer starts with collecting data — lots of data. Apart from names and addresses, what you also want to record is preferences, interests, and past orders. Allowing customers to build their own profile offers further valuable insights, and they often enjoy the process. Your sales and customer service team need to fill the client’s personal data on the company’s CRM. When you use this personal information in your communications with the customer, he or she feels more special. You are letting them know that you have taken the time to get to know them, and you establish a more personal relationship with them. Now you can target your message to fit with a specific need or concern of the customer, depending on his or her lifestyle or preferences.Be Accessible Always
Modern consumers have high expectations when it comes to online services. They want instant access to your online channels, any time of the day or night, regardless of their location or the device they are using. All functionality must be available at the touch of a button or the slide of the finger. “Any time, any place, any device” has become a precondition for an online customer-centered approach.—So, you see, the trick is to look outwards, not inwards. Too many businesses focus on how to optimize internal processes. Instead, ask yourself, “Who is my customer, and what does he or she expect of me?” Answer this question, and you have the key to unlocking a genuine customer-centered approach.