Developments in digital technology and automation are transforming the way that companies deliver their services, and they’re having a massive effect on customers’ expectations too.
Digital transformation is forever expanding the capabilities of businesses working within both B2B and B2C markets. From providing proactive support to customers, to staying connected through numerous different platforms, intelligent automation technology has really allowed businesses to up their game. Changes like these are now driving massive transformations in customer experience, as customers begin to recognise, and then expect, a seamless and intuitive brand experience, at any time, from any device.
Companies now have little option but to embrace the change. Read on to learn more about how the digital customer experience works, and the best practices you need to know about.
The term digital transformation refers to the implementation of digital technology in the day to day running of a business. The scope here is huge, with so many different ways that companies can benefit from digital upgrades.
Digital transformations are typically used to improve the experience businesses are able to offer. Such improvements might include better levels of engagement, a more accessible and proactive support team, and relationship building strategies designed to improve both profitability and customer retention rates.
In essence, digital transformation requires businesses to think about how they work through a digital lens. In doing so, companies should be able to clearly see how their operations might be streamlined with the use of better informed, digital processes designed with the customer in mind.
Today’s customers are increasingly conscious of digital technology, as it now plays such a huge role in our day to day lives. Customers now expect businesses to make full use of technology in order to provide a standout service, and they can easily be left disappointed if a business relies too much on manual processes.
With tech leading the way, buyers are embracing businesses that provide an engaging, digital customer experience. Digital services enable businesses to personalise their communications, and trigger automated responses according to recorded behaviours, ensuring that every customer enjoys a service that feels as though it’s been specifically tailored to their unique preferences.
A digital customer experience is a highly targeted and efficient way of communicating with customers, that leaves all customers feeling valued and appreciated – and therefore more likely to continue spending money with the business in question.
All successful customer experience strategies are designed with the specific goals of a business in mind, so of course, there’s no one-size-fits-all method to implementing a digital customer experience. But whether you’re aiming to tempt potential customers with a free trial for your subscription service, you want them to engage with your lead generation tools or you’re hoping they’ll sign up to an upcoming event, digital strategies will help improve your success rates.
Follow our best practices to make the most of the opportunities that digital transformation has to offer.
Before you dive straight into creating a new digital strategy, you’ll need to know where you already stand. It’s good practice to start any new strategic plan with a summary of where you currently are before you go on to think about where you’d like to be in the future.
Ensure that you have a full understanding of the digital processes your company already uses, and find out how these might be upgraded or adapted to help you fulfil your potential through digital transformation.
Create a full list of the different processes that require improvement, taking the time to decide how you might proceed with digital upgrades in each area. As you do so, keep in mind both the benefits to your business operations and the changes that will be experienced first-hand by your customers.
Customers have come to expect a seamless experience no matter which channel they choose, so use your digital strategy planning to ensure that your company provides this. Think about how customers tend to engage with you, analysing how they interact with your team both before and after making a purchase.
Create a strategy that incorporates each and every channel a customer might use, whether they pick one channel and switch to another, or talk to your team via one device before later making a purchase through a different one. No matter how a customer interacts with your team, you’ll want to be able to stitch together their activity so you can understand them better and continue to provide the same great service.
Understanding the customer journey is essential if you’re going to improve your customer experience. So, look into your existing customer journey and examine the data you hold in as much detail as possible. Think about how customers usually interact with your team as they move through your marketing and sales funnel, highlighting any issues that require more immediate attention.
Once you have a thorough understanding of the customer journey as it stands, you’ll know exactly what your team needs to do to make it run more smoothly. The discovery of any problem areas will enable you to see how digital technology or automation could help you re-engage and retain more customers. Ultimately, you’ll learn how to improve interactions and increase sales by reducing the number of journeys that are cut short.
For some businesses, this might result in a greater number of potential buyers making their way to the checkout successfully. But it could also mean an increase in the number of leads being generated by campaigns, or an uptick in sign-ups for a subscription-based service.
Digital technology is vital in implementing personalisation, especially if your business has ambitious growth plans over the coming years. Think about how you could introduce personalisation in your customer journey, to provide customers with a service that impresses at every turn.
Personalisation can be used in so many ways, from interacting with different target segments at times when they’re more likely to respond favourably, to tailoring email communications to customers’ particular preferences. Automated messages, offers and promotions can be created with customers’ interests in mind, leveraging potentially profitable time periods such as renewal times, or rewarding returning customers with personalised loyalty scheme benefits.
We’re customer experience specialists helping our clients make the most of their technology. If you use or are thinking of using Adobe Campaign, Journey Optimiser, Marketo, Braze or any other customer-centric platform for multi-channel communications, contact our team today. We can show you the ropes so your company can make full use of the digital options on offer.