Building a customer centric organization has been the mantra for all top-level executives from past 5 years or so and that is indeed a great way to succeed. The 2017 Digital Marketing Trends Report by Econsultancy and Adobe asked companies to indicate the single most exciting opportunity for their organization in 2017 – and for the third year in a row, the same answer came out on top: Customer Experience. But what does it takes to be effective? An ever-lasting customer experience is the key.
In order to be effective, businesses need to build a web around their prospect, a web that is indeed fancy and attractive. A customer must feel like home in the web. This type of experience is expected from you every time when a user comes to your website or a mobile application. And mind me, it is not about what technology you used, it is the experience that improves user acquisition, lift engagement and help you retain customers.
“You’ve got to start with the customer experience and work back toward the technology, not the other way around.” - Steve Jobs
Designing an experience is a science and psychology combined with art. Your team must consider several different elements to create an interactive web or mobile design. Let us look at the ways to create an engaging digital experience.
Be a good listener
This quality allows you to learn more about customer’s choices and interests. We have come a long way to know making assumptions and trying to solve a problem by trial and error will not lead to the right answers. It is important for you to move out of the analytics and listen to the pain points of the customers to analyze where the actual problem lies. Ideal user experience is when you focus on solving user’s problems and not on the buyer’s persona.
Consistent web and mobile experiences
Today a business, small or large, has to have their presence on mobile. It is one of the most important and critical touchpoints to learn about users and keep them engaged. Saying this, web still has its own importance and we cannot rule down this very fact. Mobile apps are a good way to engage, but what we have seen is before taking a call, users go to a website to have a detailed look. This means experiences a business provide over a web and mobile has to be consistent.
Content is the king
“It’s not what you say; it’s how you say it”
There is no hiding from this fact. In the world of mobile, content still holds a key position. Imagine a home with colorful home with a backyard and sketchy furniture. Would that give a pleasant experience? No! Content is like the furniture and is an important essence of a design. No experience is complete without having a top-notch content. Well, the best customer experiences are achieved when your content create an emotional connection with a customer.
In a research, almost 85% of the CEOs said that getting closer to the customer is the most important dimension to realizing their strategy in the coming years and social media helps you with it. Moreover, integrating social media makes it easier for customers to share their thoughts or interact with you easily and in exactly the way they like it.
Customer experiences are valued higher than ever and word of mouth travels fast. And as customers become powerful, experiences has to be amazing.
So what do you think? Are there any other areas that matter? Let me know your opinions in comments, I am listening.