When thinking about the payment processor customer experience, there’s four elements that contribute to the success of your customer’s journey and perception of your brand’s value: Marketing, sales, customer service and product.
Creating the customer experience in an enterprise business can’t be done in isolation; the customer journey is created as a result of how everyone within the sales cycle interacts with each other. This means everyone plays a role in shaping the experience for your brand, including the payment processor company used to make every transaction possible.
That’s why, when thinking about how to deliver a top-notch customer experience that will make them become loyal to your brand — and be repeat customers — it means your company must think holistically about how to approach selecting a payment processor that can provide the right solutions for your business. While some companies may overlook this importance, payments play an integral role in your overall brand value.
The Payment Processor: An Extension of the Customer Experience
Just because you own the brand, doesn’t mean you control the entire experience a customer has when interacting with your company. If your customer has a negative payments experience just one time it could turn them off from your company entirely. That’s not a cost you can afford; most industry estimates suggest that the cost of acquiring new customers is at least four times higher than keeping an existing one.
Because the functionality of your payment processor is directly correlated with your business’s ability to scale, drive new revenue and boost conversions, it’s essential that you think about the payment enablement partner you’re letting impact your customer payment relationship. That means finding one with the tools to deliver a fast, seamless and secure checkout process.
As any business expands its customer base there’s going to be some obvious growing pains, but payments shouldn’t be part of the problem. By having the right enterprise payments partner like Payline by your side, you’ll be equipped with the right solutions to provide a quicker path to making your products and services easier to buy.
By outfitting your company with the latest technology your market has available, you will better equip your marketing, sales, customer service and product teams with the software and tools necessary to serve your customers every step along the customer journey.
Empowering Your Company With the Right Payment Processor Partner
Many companies may look at the payment processor as simply a tool to manage transactions, but you should be thinking of payment processing as an essential part of the customer experience. Of course, not every payment enablement company will provide this same outcome. With Payline, we’re focused on helping your business navigate the many stages of a customer’s buying cycle in order to boost your growth — while empowering your sales, marketing, customer service and product teams to build a stronger brand.
These teams are each necessary assets to scale your business, which means you need a customer-centric payments enablement partner to help them deliver the right software and services to create a dynamic customer experience. Without the right payment processor solutions, it won’t be possible to achieve what all customers want most: a better, faster, more secure payment process.
The only way to deliver a top-notch customer experience and take control of your brand’s value, is to team up with the right payments enabler that thinks of payments as a way to re-define your brand’s customer experience, and not just a process to make a sale.
Are you ready to experience payments differently — and give your customers that same opportunity? Check out how Payline can be the right partner for your brand.
Anna Lothson is a content contributor for Payline Data. She previously wrote for PYMNTS.com, as a Sr. Content Producer, where she focused on financial services and payments innovation, fraud and security, emerging payments, and FinTech news, research and thought-leadership content across the payments industry.
