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Tuesday 19 February 2019

3 trends that influence the future of digital customer experiences

The dynamic between businesses and their customers has been shifting slowly but surely. Instead of businesses telling their customers what they think they need, customers are telling businesses what it is they want.

The constant development of technology is a big part of this shift. Businesses can decide whether or not to listen but sooner or later they will realise that they have to jump on the bandwagon in order to deliver successful digital customer experiences. Digital technology gives customers much more power, and where it used to be a one-way street, the Internet and social media have helped turning it into a two-way street. It is now easier than ever to give feedback or complain about a company’s product or service – and let’s be real happy customers often do not express their feelings. The latest technology developments are also a great way to enhance the digital customer experience. So how do you enhance your digital customer experience? How do you keep your customers happy?

Here are 3 trends that influence the future of digital customer experiences:

1. Digital Transformation

Digital transformation is not a new trend and businesses will have to understand that this is not just a one-time process they will go through. Digital transformation is not just about implementing the latest technology. It is about organisational change. It is about changing the fundamental processes within your business, for your teams throughout the whole company to become more agile and for you as a business to deliver better values and digital experiences to your customers. This is a continuous process, and with the technology constantly evolving this means that you as a business should be able to evolve alongside the digital technology developments. It is important that businesses throughout different industries realise this, before it is too late – which unfortunately happens far too often.

2. Experimentation

In the pursuit of delivering that amazing digital experience to your customers, something businesses have to look at, if they are not already, are experiments. You are most likely already collecting customer data. Use this to experiment and create new exciting ways to reach your customers and give them a digital customer experience that makes them remember your company name. Let your data guide you in the right direction but also do not be afraid to take risks. Analyse the outcomes from your experiments and find out what works and what does not work and continue the process. You will find that this will become a fundamental process to create a better digital customer experience.

3. Personalisation

As a business you want to deliver the best digital experience to your customers. We cannot say it enough but personalisation is key. Customers are targeted by so many different companies at the same time that the smartest way to get through and grab their attention is through personalisation. How often do you receive a standard marketing email yourself? And do you actually read them or just bin them straight away? You only have a few seconds to grab their attention. Utilise customer data in your advantage, you know which products they have bought, which products they have looked at, the pain points and so on. Use these statistics and create personal messages to be sent out at the right time. This can vary from notifications, reminders about products they have looked at or a special promotional code. Either way, it is essential that you personalise your message to enhance your customers’ digital experience.

We are now in an era where the dynamics between businesses and customers are changing. Technology will keep evolving and businesses have to find a way to be agile enough to keep up with these changes, experiment to create memorable and personal digital experiences, or else the chances are that they will lose their customers.

Design  ●   Friday 4 January 2019

5 steps to personalising your customer experience

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