Trends Shaping Digital Customer Experience
Customer Experience | Digital Customer Experience | Customer Behavior
“The frequency of Customer Experience will dictate the purchases in 2020 & beyond.”
Undoubtedly, the word ‘Customer’ has gained increasing influence as today the business buzz is all about how to acquire enhanced customer experience. Customer Experience is an entity that comes down to perception and expectation, changes driven by the consumer demands and are very frequent in nature.
Digital Customer Experience (CX) is considered a key business strategy where its positive and negative index decides to shape a brand’s perception and loyalty.
Many companies, around 23%, possess a separate customer experience leader who aims to focus on leveraging customer service. On the flip, there is a segment that requires the need for education and translation on what customer experience means in terms of organizational design, finances, and strategy.
Where is the Lag?
Witnessing a steep competitive edge, brands need to understand that if they don’t care about customer experience, they will lose potential prospects when they will need them the most.
There are many who perceive CX as something they can empower without building the necessary customer-centric culture and without setting the required processes and technology.
Some do not have the resources or others are low on budget to get up to speed on customer experience strategies and best practices which are essential to keep up the pace in 2020.
Thus, as we become deliberately digital, digital customer experience education is essential to keep up with the latest trends and updates and gain actionable insights to fix digital experiences.
“A Robust CX Strategy will Define your Success in years ahead!”
Top Trends Influencing Customer Experience in the Digital Age
# Managing Data & Utilizing it as a Strategy
The digital world revolves around data and one who can manage and master data can successfully deliver enhanced and expected experiences to the users.
With deep understanding and scrutiny of customer data, business representatives can anticipate what customer needs or their intended actions. Today, the market overflows with a myriad of data analytics tools and data management platforms that help to gain insights into customer behavior and patterns.
An effective data strategy can help brands to deploy the right context in the right content at the right place at right time. This can help you reach a global audience or target masses locale-wise and let you know how to win over them.
An orchestrated data-oriented strategy when put in place enables marketers to segment the audience, personalize offers for them and analyze their positive/negative response. Next, the campaigns can then be tweaked, refined, or revised as per the business needs.
# Development of Apps with Exclusive Content for Fans
Presently, almost the entire population has a computer or an e-device in their pocket, and consequently, application marketplaces have developed exponentially too. All companies want to have a community of fans as a customer base and companies like Adidas or Ralph Lauren have developed exclusive apps for their most loyal customers.
The best way to reward the customers most dedicated to the brand is to give them small gifts or incentives in the form of a prize or thanks to continuing increasing those positive emotions between buyer and seller, strengthening the bond that binds both.
In the more specific case of Adidas, they have developed a soccer application called Tango: a community of soccer players that allows you to show and improve your talent and soccer skills. The new application brings together soccer players from all over the world and gives them the opportunity to demonstrate their skills.
The mobile app development industry has a steep increase ever since portable smart devices have been launched. Mobile apps are known to deliver extended CX results and are not considered less than a boon for brands and businesses.
[Prefer Reading: “Proven Ways to Derive more Customers through Content Marketing”]
# Taking Best Advantages of Emerging Technologies
Artificial Intelligence (AI) has already set examples of delivering exceptional customer experience across a wide range of industries. Are we not familiar with the customized playlists produced by Spotify or auto-suggested movies generated by Netflix?
These portray some common examples seen in the day to day life which are the results of AI data analysis. There are plenty of immersive technologies that have been used for CX purposes.
“While Artificial Intelligence can respond to some of the customer's problems, there must be a human or emotional connection that is precisely what makes the customer return and become loyal.”
Chatbots, conversational search, virtual assistants have paved new paths to attract, engage, and delight customers where more than 60% of the companies have happily capitalized on the golden opportunities.
The analysis made by smart technologies doesn’t only consider you browsing, watching, or listening history or pattern, instead, it also combines habits of other users who have similar tastes and then aggregates data to produce a personalized form that best fits the target audience.
If anyhow one significant trend is to be picked out of the pool, it is the emerging technologies, specifically Artificial Intelligence, which drives the future of customer service to achieve a greater degree of consumer engagement, thus meeting their demands in a more precise way.
[Prefer Reading: “Survival of the Digitalist: Technology Driven Customer Experience.”]
#Exercising B2Me Campaigns
B2B and B2C marketing campaigns are old schools now, the running trend is to factor B2Me which implies marketing at a more individual level that simply inclines to target hyper-personalization.
Customer lifecycle and buyer’s journey now happen to scale and become dynamic with the feed of hyper-personalization in both offline and online channels. The two major facets namely digital mobile experience and real-time personalization form the basis of B2Me marketing campaigns which press upon developing a rigid long-lasting bond between consumers and the brands.
Benefits of the B2Me approach:
This method of marketing has refined to an individualized approach. Now, every single current or potential client is treated as a unique client, not part of a demographic.
The elements of the relationship are relevant to the individual, not necessarily the seller or the situation.
B2ME marketing is about adapting to the buyer's situation at the time of engagement. It responds to the buyer's attitudes, behaviors, and needs. It solves a problem, not necessarily sells a solution.
B2ME is about learning as you go, developing marketing skills that are more effective tomorrow because of what you learned today.
B2ME is all about flexibility.
Whether it's a big, Fortune 100 relationship or the buyer just needs some new insurance, the B2ME is flexible to any buyer/seller situation.
The Last Say
Customer Experience is the best investment that can be made today to improve the health of a company, both from inside doors and facing the public. This trend is increasingly known by companies and little by little it is becoming part of their DNA.
There is no better return than satisfied and loyal customers who promote and recommend our brand.