Across industries—from retail to healthcare to tech—companies are struggling to keep up with customer expectations. The solution is clear: Everything has gone digital, and technology leads the way. But the real question is how best to take advantage of it. Learn why it’s necessary to elevate the digital customer experience and how you can do so with technology.
Consumers are taking the wheel.
Today’s consumers are driving the ever-evolving standards of experience, so you need to pay attention. After all, keeping abreast of consumer behavior trends can give your business a competitive advantage. We’ve seen a handful of significant shifts in just the last few years:
Online buying boost
Flashback to the mid-90s, when platforms like eBay first hit the scene. E-commerce has been growing for years. But now, due in part to the pandemic, it has taken off like a rocket because of its convenience.
As a result, businesses need a strategy to enhance the digital customer experience. Customer loyalty depends on how easily they can do business with you, and the numbers back it up. According to Gartner, 96 percent of customers who had high-effort brand experiences felt disloyal, but only 9 percent of customers with low-effort experiences reported the same disloyalty.
Omnipresent communication
Remote life has taken over, and we see how much it has transformed communication. Social media. Zoom. Chatbots. We have adapted to never be disconnected. Customers want convenient communication that meets them where they are, and artificial intelligence (AI) can help.
Customer-automated decisions
“Alexa, play ‘Barbie Girl.’”
Customers enjoy software that does things for them, from playing earworm 90s jams to controlling the thermostat. Because these tools make decisions based on user preferences and trends, it’s easier for consumers to navigate their world.
Privacy and anonymity
Technology: “What’s your address? Date of birth? How about your social security number?”
Consumers: “I’m out of here!”
Customers don’t want to give away their life stories, and they should feel a sense of security and privacy when they engage with technology. You shouldn’t turn out the lights on customers who don’t want to provide more than the minimum required personal information. Instead, tailor the digital customer experience to accommodate them.
Foster trust via tech.
Technology impacts customer loyalty and company efficiency. Expectations are so high that 44 percent of companies have already moved to a digital-first approach, deploying various technologies to change their day-to-day operations.
Artificial intelligence (AI)
Artificial intelligence (AI) is essential for businesses that want to stay competitive. That’s because it can process and analyze more information compared to a human. As a result, AI can speed up the decision-making process or even make decisions on its own for both customers and organizations.
Internet of Things (IoT)
Everything is connected. And with Internet of Things (IoT) devices, companies have more access to consumer data. If Business 101 has taught us anything, it’s this: Know your customer. With more data than ever, you can track and record behaviors, using the intel to make targeted decisions. And, as the cherry on top, IoT also has the potential to enhance performance management, risk management, compliance, and security.
Cloud computing
Most organizations already have cloud technology in place, given how easy and convenient it is compared to machine-based systems. But there is a difference in how they use it depending on the application:
- Cloud-first: For updating or replacing traditional systems
- Cloud only: For developing next-generation systems and services
The element of surprise can be valuable too. Customers expect tech, so occasionally going old school is memorable, balancing your approach to the customer experience. Food for thought? Break out a few oldies but goodies—such as in-store experiences and direct mail—to create physical touchpoints.
What are you doing to reimagine the human experience for tomorrow?
Get ahead by elevating the human experience.
There’s so much noise in the modern business world. You have to be both creative and innovative to win the war for customer attention. The answer? Being in tune with their needs and expectations and creating trust through tech.
Reimagine the digital customer experience and identify moments that matter. To enhance loyalty and minimize the need for customer effort, Gartner suggests four things for your company reps to do:
- Boost the stickiness of self-service channels so that customers don’t have to contact you—let them resolve issues themselves online.
- Use “next issue avoidance” practices to reduce the need for subsequent support.
- Manage customer experience with emotion and empathy, using psychological and behavioral practices to reduce a customer’s perception of their required effort.
- Reward quality individual interactions over efficient ones.
The customer experience is how your customers think and feel about your brand, and their impressions could impact your bottom line. Balancing the real world with the digital world can help. Manage and maintain the digital customer experience with a qualified partner like Detroit Labs.
Want more tips to break through the clutter and satisfy customers? Keep your eyes on our blog for more digital experience insights.