Time to Enrich Customers’ Digital Experience

Last updated on March 5, 2017

The digital revolution is pressurising companies across industries to change the way they interact with customers. With the proliferation of connected devices all around, organizations are now required to manage a multitude of customer touch-points as seamlessly and flawlessly as possible for better customer experience. The key is in being consistent, no matter what platform consumers choose to interact with a brand.

With their growing strategic role, the touch points have compelled organizations to make digital customer experience strategy a top priority.

A good digital customer experience strategy can ensure decent rapport with target audience. The need is to connect with them right from the initial touch points and stay with them at every phase of the process.

Here are some tips to improve digital customer experience:

• A consistent digital experience: Inconsistent digital experience creates bad impression for a brand, and can frustrate customers and corrode loyalty over time. Companies should focus on developing a dedicated software system that streamlines and automates customer-facing processes, and minimizes errors and inconsistencies in the process.

•  Reach out to customers: Companies should find out how customers feel about their products or services and immediately act on the feedback to better their offerings. Usually, businesses wait for customers to bring inconsistencies to their attention. Instead, companies should proactively reach out to customers to better cater to their online expectations.

• Deploy a simple and user-friendly system: A digital machinery must directly benefit customers, and not make their experience complicated and confusing. Use an app that simplifies the process and saves customers’ time and efforts.

• Break organizational silos: If different departments managing different customer interaction channels recommend their solutions separately, development of a holistic view to improve customer experience becomes difficult. Companies need to focus on the multi-channel trend wherein customers are using multiple touch-points. Siloed strategies for each new touch-point confuse customers who undergo disjointed experiences.

• Single-point contact: Engagement of a chief customer life cycle management officer to oversee all customer channels including digital, voice and in-person interactions may pay dividends. He can also be in-charge the CRM system.

• Understanding your customer: For a customer-oriented approach, a company needs to view things from customers’ point of view. You need to observe the interaction level of buyers with the digital world. This will help you understand the channels they use, and then you can re-orient your marketing strategy towards the right direction.

• Working with a cross-functional team: For a great customer experience, you have to play the role of marketer, technical architect, and an analyst. You need to build a cross-functional team cutting across various departments that not only interacts with employees for better management but also with clients and collects reviews and ideas to refurbish and launch new products.

• Third-party help: Engage an organization that can ensure a comprehensive end-to-end solution. Deploy cloud-based customer life cycle management technologies to ensure your customers enjoy seamless experience regardless of their geographical locations.

The fact is, in this digital age, there is no experience without a digital platform. The key is a proper match between the right tools and expertise to optimize customer experience. Winners are those who do it right.