This is the question I get asked a lot. A strictly technical answer could be.
“using a system that can be used by a computer and other electronic equipment, in which information is sent and received in electronic form as a series of the numbers 1 and 0”
A better question is Why digital? Why should we invest in creating a digital experience?
The opportunity that digital represents can be life changing, fortune making and reputation enhancing. Digital represents an opportunity for a customer to be understood and valued as an individual, not be sold to but instead receive help and be guided through the decision-making process.
Every interaction we have in life leaves behind a feeling about the experience, it can be as simple as the barista knowing your name and coffee order. These experiences are enjoyable, personalised and consistent. These experiences are something you want to repeat and potentially tell your friends about.
What brings us back to this barista each time, it may not have anything to do with the coffee but be more about the service and the feeling we were left with after the experience.
The Barista made the experience an enjoyable one by using the information they already had and using it to be helpful and more efficient!
It may feel like a mammoth task to learn more about creating enjoyable, personalised and consistent experiences within your digital channels. Remember you probably have frontline staff who interact directly with your customers. They hold 100% of what the customer wants, needs and frustrations. A valuable approach is to interview these knowledgeable staff members to uncover a deeper understanding of how your business would interact directly with a customer.
A moderate increase in positive Customer Experience generates an average revenue increase of $823 million over three years for a company with $1 billion in annual revenues. Temkin Group
When we speak of customer experiences, we firstly have to understand what we know about a customer to make the experience enjoyable, personalised and consistent.
Human to human interactions are not scalable, available 24×7 or in a location convenient for customers. The opportunity with digital technologies is to understand data about the customers, their relationships to other customers and what their preferences may be (favourite brand, clothing size, colour scheme etc.) then present personalised options that resonate with the customers needs or wants. Once you understand the data, the experience is easier to design with the primary goals for it to be enjoyable, personalised and consistent.
Increasing customer retention rates by 5% increases profits anywhere from 25% to 95%. Bain & Company
Here is a scenario to consider: – Fred purchased a washing machine in store, then went online to order the recommended accessories.
Add some business insights to the customer journey with your company. – Lets imagine the washing machine that has a lifespan of 5 years but typically starts experiencing issues after 36 months when the warranty expires.
A customer would be unaware of the heightened risk of encountering a faulty appliance. What would delight your customer and also be good for your business?
A desirable experience could be:
At 35 months warranty your system sends Fred an automated SMS with a reminder that his warranty is expiring and he should read the email, that was automated to send at the same time as the SMS, to find out about his options.
The email lays out the options for the customer with 2 possible actions:
- Extend the warranty
- Upgrade the appliance
The actions are linked to the website that has a summary of the action selected, a price for the action and an approval to proceed. The payment is taken and the action is completed.
The customer has received valuable information that has informed their decision and a few clicks later the action has been completed. A customer has been retained and will probably tell their friends on how helpful and easy the service was or you could prompt them for a review when a confirmation email is sent.
Know your customer and know your business.
Integral take our clients on a journey of discovery that reconnects them with their customers’, their needs and expectations to the point of understanding and promoting an experience more likely to reward loyalty and repeat business.
The customer needs and wants to be valued for their business and the business wants a loyal customer. It is anywhere from 5 to 25 times more expensive to acquire a new customer than it is to keep a current one.
We find the most effective process to follow is a combination of Human centered design and co-design with a large amount of collaboration and stakeholder engagement. – See our digital approach
What experience have you enjoyed that was personalised and consistent?