Digital transformation is far more than saving time and money and pulling ahead of your competitors. The complete transformation is only possible if the right kind of organization is built, an organization that seizes the opportunities to deliver an exceptional customer experience.
Customer experience management needs to be on the radar if businesses want to thrive in the digital transformation. Marketing across the business landscapes is undergoing a profound digital transformation as companies are investing in digital technology to deliver the right content to the user at just the right time.
Proactive engagement
Customers today are well-researched and have higher expectations than before. As technology becomes more embedded in our daily life, they fully understand what they need and what solutions work best for them before coming to you. All those great brands in the world have been educating our customer about what great customer service looks like so companies are not just up against their competitor, they are competing with the best experience or service that person has ever received.
Customers are given with full control now. One bad incident with customer service, taking long hours for them to find the right information on the website may simply cause them to quit in frustration and never come back for your product. In the age of digital customer, businesses can’t afford to ignore any bad reviews that would cause a negative impact on business tomorrow. Thanks to the web and social media, it’s easier for them to find unlimited alternatives. People will bounce off your site once they get frustrated, once they are gone, they are likely not going to turn back.
Therefore, instead of just creating new products, making the best customer experience than anyone else should be the top priority on every business. This is part of the reason why Amazon is so successful. For most, their customer service is spectacular. Everyone in the business must roll up their sleeves and deal with customers directly, knowing that customer service is everyone’s job. Customers are now craving more than just face value product. They want connection. For example, buying a cup of coffee is no longer just about the drink. It’s about the pleasing brew of social ritual, self-reward, feeling valued by the environment and a welcome pause of the day. There is something emotionally and physically powerful going on for those who wouldn’t want to miss their daily coffee.
Because of these dynamics, customer journey needs to be planned meticulously and should aim to deliver an exceptional service over time. Once the customer expectations have discovered, businesses then be able to identify which digital tool able to drive change.
Key takeaways:
- Customers today want connection rather than just stuff.
- Understand customer service is everyone’s job.
Omnichannel support
Do you know we interact with brands every day? Omnichannel marketing is all around us, we are all exposed to plenty of brands; from the first thing we look at in the morning, probably your Apple or Android phone till brushing teethes with Colgate toothpaste before bed, sometimes, it remains face-to-face interactions; often, it is through digital channel like email, social media, and websites.
Customers now are no longer tied to a single channel. They like to browse in-store, shop online, share feedback through mobile apps and ask questions on social media. They may find something interesting online and then prefer going to a physical store to make a purchase. These scenarios happen anywhere anytime and the essence of omnichannel is that each of these channels is interconnected in order to deliver a seamless experience and connected journey.
According to a study by Aberdeen Group, companies with strong omnichannel customer engagement retain on average 89% of their customers, compared to 33% with poor omnichannel customer engagement. The more channels you expand, the higher the possibility of your customer get to contact you.
Key takeaways:
- Today’s consumers are not tied to a single channel.
- The essence of omnichannel is to deliver seamless experience anywhere anytime.
- The more channels you expand, the higher the possibility of your customer get to contact you.
Automation and Personalization
Every day we are bombarded by deluge of content, try to think that what kind of message capture your attention the most? I believe we will feel more resonate with the brand if we are given a well-tailored and individualized content.
Customers are looking for relevance and how advantageous offers can be compatible with their personalized needs. If the higher relevance of the content will be, more likely are them to make use of them.
Businesses need to gear up by adopting digital tools in order to analyse the act on their data. One of the biggest rewards of leveraging automation, when managed properly, is better targeting. It helps you to create superior segmentation actions and provide prescriptive suggestions when comes to decision-making.
The following are just a few ideas on how you can implement automation and personalization, you can pick the tools that best fit your business needs.
The data and digital tools are there, it comes down to the marketer’s ability to make the most out of them that best serves your business needs and growth.
Key takeaways:
- The more well-tailored content you can create, the more likely that the content resonates with your target audience.
- Leverage automation to help with personalisation and better targeting.
Voice search
Voice technology has been around for a while and is driving a need among businesses to develop the voice search strategy to incorporate to their digital marketing strategy, because it is shaping the customer behaviours, by 2020, half of all online searches will be made through voice searches. It allows users to search the result by just speaking into the device without having to scroll through the sites to find the exact answer.
It’s not a thing for businesses just to remain relevant but it is a tool for creating a unique and optimized customer experience that will foster relationships and build brand loyalty.
There is still untapped potential of voice search in the future. It will only continue to scale new heights, and as it done it will change the way how SEO is done.
Key takeaway:
- Voice search is a tool to create better engagement with customers.
Timing is everything. Marketers need to build a cohesive communication funnel across the entire customer journey, from first contact to customer care. It’s just not only the content, but it is also interaction across the customer life cycle.
Marketers must reach out to customer proactively to increase customer stickiness towards the brand, using a wide variety of marketing strategy at a different stage of sales funnel. To achieve a truly personalized content, marketers must leverage the digital technology to accommodate individual behaviours and preferences, integrate interactions across multiple channels and learn from the outcomes prior to communication in order to enhance customer experience.
The possibilities are endless, and the vast oceans are yet to be explored. Only businesses which constantly keeping their fingers on customer’s pulse will thrive in this digital age. You don’t want to be left behind.
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