Customers have become omniclients who know you inside-out. They follow you on social media, look out for your latest news, search in-store for what they’ve seen online, and look online for what they’ve found on the high street.

They might just get to know you better than yourself…

The really good news? It’s a two-way street. We can know more about our client base than ever before, and leverage that knowledge to optimise their customer experience, and thus maximise conversions and loyalty.

The importance of getting to know your clients better, and building stronger, more human relationships can’t be understated.

How to bond with your customers

Observing customer behaviour is a fantastic way to learn how you can approach them in a more natural way, without appearing intrusive. Just as you wouldn’t go down the street asking random people to be your friends, you shouldn’t try it with your clients either.

Every piece of data is another piece of the puzzle. Remember though that you can’t read minds. Data gathered online can’t always predict how customers will behave in-store and vice-versa. Remember that now customers are looking for a single shopping experience regardless of the channel, but they may behave differently in each of them.

This is why it’s so important to have a good control panel that allows you to see all the details of your customers’ behaviour. Not only in your online and offline stores, but also on social media.

Yes, you can extract a fair bit of information with Google Analytics, but really it’s only just scratching the surface.

With Wapping you will have all the interactions of your clients in all your channels in real time at your fingertips.

Not convinced? Check out this demo!

How it works?

Observing customer behaviour is a fantastic way to learn how you can approach them in a more natural way, without appearing intrusive.

How to know if you are doing it right

You need to measure and analyze the shopping experience of your customers in detail.

There are KPIs that, used well, can give you an idea of ​​whether you are building lasting relationships, or slowly drifting apart.

  • Net promoter score

The NPS is a metric that allows you to measure the degree of satisfaction of your customers. This metric was created by Fred Reichheld in 1993 but it wasn’t till the mid 00’s that its potential was fully recognised.

The difference between this metric and a simple satisfaction survey is that it does not measure whether a customer is satisfied or not as an isolated event, but rather it indicates the general satisfaction of users towards your brand and the likelihood that they would recommend you to friends or family.

  • Customer effort indicator

The fluidity of the shopping experience. Knowing if the customer is having problems buying or contacting you is vital to creating a solid bond.

  • Customer lifetime value

You don’t have to see a customer as a person who comes in once, never to return. If you want to establish a relationship with them, you have to think long term and predict, throughout their life, how many times they’ll need you.

  • Purchase frequency

Monitoring this KPI is key to measuring the loyalty of your customers. A customer that makes frequent, regular purchases, clearly identifies with your brand. It’s important to nurture this kind of relationship, and not let them feel taken for granted.

  • Average order value

If the shopping experience is tailored to the individual tastes and preferences of each client, you will not only boost customer loyalty but will likely increase conversions too. Take advantage of this data to gauge the effectiveness of your strategies and actions.

  • AbandonRate

Two signs that something’s going wrong: high cart abandonment and bounce rate.

There are many reasons why a customer can leave your shopping cart or store without buying anything, but it is important to work out why. If your customers visit your website but then leave again quickly, something is wrong with your messaging, branding or pricing and it is urgent that you conduct a thorough review.


The customer experience roadmap

Not everything can be measured. The bonds we create are emotional, and can’t be measured in metric units. Data will help you to know your customers better, and track changes and improvements, but it is still important that you put yourself in their shoes.

By mapping the customer experience you will understand first-hand how your customers feel when buying. Mystery shoppers used to be the way we got a glimpse of the customer experience, but it was only ever a vague approximation.

Now, you can have an online and offline mystery shopper that gives you real insight. That will help you get to know your customers better and that, at the same time, will help you improve the journey you offer them through all your channels. Discover it!!

How it works?


Wapping team