Technology has made the whole world digital with various technical breakthroughs. This has lead to a new population of digital customers that uses social media to discuss and connect with people, shop online for products, hire services online, book amenities like hotels, flights online and everything that is available online.
And this digital population interacts with business more often than the traditional customers used to a decade ago. Businesses have also understood the trend and have become more customer centric as a single bad review can put questions to their business ethics. Also the digital mediums can ruin the reputation of any business in minutes due to their global reach.
The perception of the modern customer has changed and they have started to behave in a different way. Today they look for customer service and gathers information which was not the case with traditional customers. The modern day customers don’t feel the need to be entertained by sales call or stop by the store for service things. This big change has demanded for a new marketing strategy from companies because customers have become smart. Now they ask questions, they review products; they share their experience with businesses. In short now there is a need for businesses to create the perfect digital customer experience if they want to survive the steep competition.
Doing business today is no child’s play as businesses have to devote time, energy and money into improving the digital experience of the customers. Every product launched, every item in the inventory, every customer service enquiry have to be catered to keeping in mind the unique challenges associated with the various digital platforms.
So how businesses can improve their customer’s experience and how they can ready themselves to face the challenges of the current digital platforms:
Businesses Need to Create the Right Digital Experience Keeping in Mind What Customers Want:
There is a need for businesses to understand that there is a very wide bridge between in-person and digital experience of the customers. For example a customer sitting in a restaurant will find it awkward to fill an online survey when he is asked to do so. On the other hand a customer who is already engaged digitally through a mobile app or laptop will find it convenient to fill the online survey and will be more receptive to such surveys.
So the companies have to come up with a new way to enhance customer experience based on what they want and not on “this is what they might prefer”.
Businesses need to setup consistency that must appeal to customers
Brand consistency is very vital for customers because they reassure that that they are dealing with the right business both online and offline. So a company or a brand should have a clear message that goes to the online branding because the customer always want to know that the quality of their experience must not vary much from their preference. The company must transform their complex website navigation into the most simple one so that customers can easily place their order and should be able to get all details about their account information, history, product availability, store policies etc.
Businesses must gather and answer to customer feedback
This is part of one of the most important steps of customer engagement. This can only be achieved when the company begins to collect and analyze customer reviews about their process, service and system. It is important to identify customer touchpoints, identify issues that customer may not bring to the attention of the company promptly, utilizing data mining sources to find out how the customers feel and what they experience. The company should also conduct short online surveys about particular interaction on the website. Having a good web hosting also plays a vital role in this regard because customers like to interact with websites that have high page speed and which doesn’t take much time to load. This can affect the survey because slow page loading can develop a sense of frustration in the mind of customers and he/she can leave the survey in middle.
Developing the ideal ambience for the digital customers is a must in modern times as it can affect the performance of business and very likely affect the revenue generation.