In an increasingly connected world, an excellent customer experience is more crucial than ever as consumers demand a seamless, digital, and hassle-free experience.
In order to meet these expectations, businesses must understand what exactly a customer needs. Finding out what they want and figuring out how to give them exactly that — whether it’s a product or service — is the holy grail of successful business. In order to achieve both, a business must be able to anticipate customers’ needs and desires through digital technology like mobile apps, responsive web properties, and customer communities.
Meeting digital expectations
Today, a sharp and seamless digital experience can make all the difference. While most companies have optimised their general web properties, they still have a long way to go to make use of the abundant mobile opportunities. An optimised mobile experience gives brands the ability to communicate with consumers anywhere, anytime, and has the potential to make a world of difference when it comes to the customer journey.
Mobile apps provide a great opportunity for brands to differentiate. If customers can get what they need when they need it, access real-time support from a live agent, and get help on their own from a self-service channel, they’ll be more satisfied and engage more in the future.
Creating targeted marketing
Targeted, personalised marketing is also essential. The mistake many brands make is to try to reach all potential shoppers instead of creating unique offerings for their true customers, which makes it extremely difficult for them to consolidate loyalty. To provide a personalised, consistent customer experience that will in turn help establish loyalty, brands need to fully understand who their customers are — their pain points, their motivations, or what it takes to turn them into repeat customers and then market to them.
Digital technology enables them to do this. Highly sophisticated customer touch-points such as up-to-date customer data available across the organisation and real-time, multichannel support are key elements of a targeted customer experience. They provide consistent omni-channel support across all devices – something today’s consumers have come to expect from digital businesses.
Improving the worker experience is key
Improving the mobile experience and making marketing more targeted are great ways for brands to improve the customer experience. But, to maximise the positive impact of those two strategies, brands need to ensure their workers are happy and can access the information they need. Digital technology provides organisations with an opportunity to enable employees to be more productive and it is by doing this that they can improve the worker experience which will lead to an improved customer experience.
The companies which are succeeding in today’s crowded and hyper-competitive market, are those that are taking advantage of developments in technology and using these innovations to improve their customer experience. Digital innovation is increasingly important so that companies can reach consumers on all devices. With all these continued advancements, it’s essential for brands to make sure that they make the worker experience as seamless as possible to truly improve the customer experience in the digital world.
By Justin Anderson, VP Sales, CRM and HCM, Appirio
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