Sam is a plumber who runs a small business in his town.
He used to rely on traditional methods of advertising his business, such as flyers, yellow pages, word-of-mouth, etc. He had a loyal customer base but struggled to attract new customers. He also faced increasing competition from other plumbers who offered lower prices or faster service.
Sam realized that he needed to modernize his business.
So, he hired a web designer to create a professional website for his business. He also signed up for an online booking system that allowed customers to book appointments online 24/7. He started sending email confirmations and reminders to his customers before each appointment.
He also followed up with them after each service to ask for feedback and reviews. He created a Facebook page where he posted useful tips on plumbing maintenance, industry news, customer stories, etc. He also encouraged his customers to like his page and share their experiences with their friends.
Sam noticed that his website traffic increased significantly. He also received more online bookings and inquiries from potential customers. His existing customers appreciated his improved communication and service quality. They also gave him positive reviews and ratings on his website and Facebook page. Some of them even referred him to their friends and family.
What did Sam do?
Yes, he undertook digital adoption. But, more specifically ...
he invested in an improved DCX – digital customer experience.
Understanding Digital Customer Experience (DCX)
Digital customer experience (DCX) is the sum of all the interactions that a customer has with a business through digital channels, such as websites, apps, social media, email, etc.
By improving their DCX, skilled trades small businesses can create a lasting impression on their customers and turn them into loyal advocates.
DCX is like the digital handshake that sets the tone for the entire relationship.
A firm and friendly handshake can make a great first impression and build trust and rapport. A weak or awkward handshake can do the opposite. Similarly, a good DCX can make customers feel valued and respected, while a poor one can leave them feeling frustrated and ignored.
The following are some concrete examples of DCX in skilled trades small businesses.
- Online Booking and Scheduling:
- Imagine a plumbing company introducing an easy-to-use online booking system. Clients schedule appointments, request services, and receive confirmations, enhancing satisfaction and reducing administrative overhead.
- Mobile Service Requests:
- Consider an electrician business with a mobile app for reporting issues, uploading photos, and requesting service. Real-time updates on technician arrival improve communication and convenience.
- Personalized Communication:
- Picture a carpentry workshop using email marketing for personalized updates, maintenance tips, and exclusive offers. This targeted communication strengthens customer relationships.
Why DCX is Pivotal for Skilled Trades Small Businesses
DCX is important for any business that wants to attract and retain customers, but it is especially crucial for small businesses in the skilled trades. Why? Because small businesses in the skilled trades face unique challenges, such as:
- High competition from other local providers and online platforms.
- Low customer loyalty and trust due to negative experiences or lack of referrals.
- High customer expectations for quality, speed, convenience and transparency.
- Limited resources and time to invest in marketing and technology.
To overcome these challenges, skilled trades small businesses need to leverage DCX to:
- Stand out from the crowd and showcase their expertise and value proposition.
- Build long-term relationships with customers and generate positive word-of-mouth.
- Meet customer needs and preferences and deliver exceptional service.
- Optimize their operations and increase their efficiency and profitability.
Actionable Steps for Skilled Trades Small Businesses
- Create a user-friendly, mobile-responsive website.
- Utilize online booking and payment systems for convenience.
- Communicate via email, text, chat, or video for updates and feedback.
- Leverage social media for sharing tips, news, and promotions.
- Collect and display online reviews and ratings.
- Utilize analytics tools for continuous improvement.
By investing in DCX, skilled trades small businesses don't just survive—they thrive in the digital age. It's a transformative journey that goes beyond adopting technology; it's about crafting experiences that resonate and endure!
Read Next: Employee & Customer Experience - A Symbiotic Relationship
