Thursday, April 2, 2020

6 Key Points for Building a Great Digital Customer Experience

Research shows that the quality of digital customer experience management can affect business results. Customer engagement has historically focused on gathering multiple connections and experiences over the customer journey, rather than just one encounter.

Now that much of the customer journey is digitized, a range of digital experiences requires differentiated management, particularly as customers demand more immediate and personalized online experiences.

From a digital standpoint, customer journey and customer experience management are essential concerns for businesses. A strong technology framework is needed for data collection, management and analysis. This is to help deliver great digital customer experiences across various channels and stages of the customer lifecycle and play a part in your entire business’ digital transformation.

Explore the capabilities of AI

Nearly 66% of customers switch brands due to poor customer service, according to Conversocial. Internet of Things (IoT)-era and the emergence of all things “smart”, has brought hyper-speed, real-time experiences and instant responsiveness to tech infrastructures.

With regards to digitization, brands are already starting to warm up to the idea of AI and chatbots to help bridge the speed gap. Social messaging is a prominent part of the customer experience these days, and AI can be integrated into the process. A combination of AI, chatbot technology and social messaging can help brands automate and personalize the customer experience to a decent extent.

Consider experimenting with emerging technologies that incorporate AI (such as digital signage, smart speakers and wearables). Many modern consumers prioritize convenience, and these newer tools provide just that. For example, Innov8tif’s eKYC solution helps businesses to speed up the process of user onboarding through combination of computer vision, deep learning and image processing technologies - aimed at simplifying onboarding journeys and automating the 24/7 onboarding process.

Use marketing automation

B2B sectors are often rely on nurturing prospects into active customers but managing each stage of the buyer's cycle can be quite arduous. The process can be long and complex, and maintaining a one-to-one relationship might seem daunting, especially as the organization expands. Marketing automation can help facilitate marketing activities by building engaging relationships with prospects.

A big part of this concept revolves around managing the customer journey. It's crucial that you identify and understand your potential prospects’ touchpoints, as they switch between channels, devices and preferences. There are a variety of marketing automation tools that can help you do that and more. These tools can play an important part in how you attract leads, nurture them and eventually convert them into successful wins.

Enhance experiences with digital body language

Digital transformation can help facilitate greater technical capabilities for merchants, businesses and consumers. Take the concept of digital body language for example. This refers to the gestures and interactions that digital users make when they engage with an app or a website.

It measures how fast their mouse movements are, how their devices rotate, where they click and hover or which angles, they prefer. All this information can be compiled and evaluated to alleviate functional and practical issues, as well as issues related to aesthetics when dealing with digital development. The user experience can be enhanced as managers, marketers and developers adjust their digital assets to suit the comfort and preferences of their users. It's a powerful aspect that all businesses should consider when putting online strategies into effect.

Focus on analytics

So much of what successful businesses do online revolves around gathering massive amounts of data and analyzing them meticulously before fine-tuning components. Brands should use analytics to take digital customer experience to the next level.

Some websites use heatmaps, which can identify the most frequented sections of a site or app. Heatmaps can be used to identify the parts that grab visitors' attention. Other sites use scroll maps. These can help find the percentage of users who make it to the end of the website. Many brands use A/B Testing to measure the success rates of different parts of digital customer experiences. These relate to the accumulation of data and the application of precise analytics. 

Time to resolution (TTR)

TTR can be a vital metric for monitoring and improving digital customer experiences. The shorter the TTR, the greater the likelihood that consumers won't be disappointed as they reach out for help. TTR is the average amount of time that customer service teams take to fix a question or ticket after a customer has opened it. This can be assessed in days or business hours and is determined by adding all the times to the resolution and dividing the outcome by the number of cases solved.

‘Smart’ engagement'

AI algorithms can monitor past e-mail interactions and website journeys that your customers undertake in order to understand how they communicate with your brand. Machine learning-driven segmentation and clustering can also help classify clients based on a multitude of variables, including demographics, customer preference or brand advocacy. These can provide valuable insights into how, as well as when and where, to engage customers/clients.

In a scattered digital landscape, customers can come to your business in a variety of ways. When dealing with system modernization for your brand, instead of focusing on different tools, it is important to take a holistic approach to customer journeys. Via a strong technology framework, you can make smarter decisions using data, AI, automation, and more.

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