Enhance Customer Experience with Branded Digital Waivers
At gyms, spas, and tattoo studios, businesses often have returning customers. In fact, they might rely more on returning customers than acquiring new ones to manage costs and marketing efforts. This only works if they can maintain customer satisfaction and loyalty. Branded digital waivers are capable of improving customer experience and satisfaction leading to loyalty, increased traffic, and higher ROI.
The connection between waivers and customer experience
How does customized waiver content relate to the customer experience? Remember the customer experience is built off every touchpoint a customer has with a brand. That includes everything from seeing their ads online to signing a waiver to purchasing a product. Customer experience isn’t just about consumers chatting with employees or their ability to return a product.
Branded digital waivers are a step consumers take in the early stages of their relationship with a brand. Generally, this happens after having seen ads, checked out the website, and booked a consultation. Digital waivers are the gatekeepers to experiencing the product or service and it’s the customized waiver content that can either pull them onward or turn them away.
Take these statistics into consideration:
- A positive customer experience can increase spending by up to 140 percent.
- A great customer experience brings back 87 percent of customers.
- Of customers who had a great experience, 72 percent of them will share that with six or more people.
- Awesome, personalized customer experiences inspire 49 percent of customers to make impulse purchases.
What’s included in the waiver, how it’s offered, how easy it is to understand, and fast waiver processing are all factors that influence a consumer’s satisfaction levels. Let’s discuss the ways digital waivers can be manipulated to improve the customer experience.
7 ways customized waiver content enhances customer experience
- Segment customers
The information collected in waivers can be compiled into a customer relationship management tool to flesh out the demographic the business is serving. This information can be used to segment customers into different categories so they can be marketed to and communicated with efficiently.
This information can serve many purposes to boost customer experience, such as sending out happy birthday messages on customers’ birthdays, catering to individual needs, and displaying ads to the right targets. For example, a tattoo shop providing a discount for post-secondary students would know how to target that segment by narrowing in on a specified age group. This creates a personalized experience customers expect nowadays.
- Analyze patterns
How waivers are signed can be a good indicator of a brand’s patterns. Consider whether waivers are signed in bursts, if they’re seasonal, sporadic, year-round, consistent, or other. The rate at which branded digital waivers are signed or viewed can say a lot about the audience and when the brand has busy versus slow seasons. This kind of analysis will outline return customers as well.
Gyms, for example, have obvious busy seasons, such as the beginning of the year. But what can waivers tell a brand about the rest of the year? Are certain demographics more likely to sign-up at different times of the year? When are the largest and smallest audience segments most active? This information can steer marketing efforts in the right direction.
- Offer signing options
Align with customer expectations by using waivers to offer different forums to sign and get in touch with the business. Branded digital waivers can be offered in more ways than on paper. Give customers the opportunity to sign waivers on personal devices, through emails, QR codes, or apps. Use kiosks or tablets as well as in-house options. These are great alternatives for busy people, remote signing, and physical distancing.
Moving waivers to digital forums enables fast waiver processing directly into waiver software that can automatically compile and categorize information. Fast waiver processing speeds up the initial process for customers and gets them into the gym, tattoo shop, spa, or other establishments faster.
- Answer questions
Every business comes with its own unique frequently asked questions. Get ahead of the questions that take up too much time and resources by including them in customized waiver content. Waivers in general have a history of being complicated and full of jargon. Instead of a waiver adding confusion and creating an obstacle for consumers, make their journey seamless by answering their questions and providing digestible information.
- Be guided by the customer
Use the way customers interact with the waiver to guide changes, updates, and future conversations. If customers get consistently caught up on the same part of a waiver, consider how it can be altered or better explained to appease the customer. Offer the option to leave feedback and listen to what customers say through the waiver to either make changes to it or changes to their experience as a whole.
- Enhance brand
Branded digital waivers provide businesses the opportunity to offer waivers that match their tone, mission, and business. Not every business, even businesses in the same industry, can benefit from the same waivers. A good waiver will mimic the business so not only is the business portrayed properly but so the customers learn more about the business and connect with it during their journey.
- Provide education
Similarly to answering customers’ questions, take it a step further by using the waiver as a source for further information. A spa’s waiver, for example, might include the risks of using saunas and ice baths. Instead of leaving it at that, offer further resources for the customer to learn more, such as a link to the brand’s blog or a sidenote on how to enjoy them safely. Don’t let a customer’s misunderstanding lead them astray.
A waiver should be written and designed in a way that informs the customer about the brand, its values, how it cares about and values its customers, and what processes are in place to ensure an enjoyable and safe experience. A waiver can do more than ensure a brand isn’t liable for the actions of a customer.
At WaiverForever, our products can help businesses use these seven methods of improving the customer experience to gain more traffic and boost their ROI. Request a demo today to learn more.