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How to create a seamless digital experience across touchpoints
With accelerated digital adoption over the last few years, businesses are now creating a continuous relationship with their customers rather than a few episodic ones.
For instance, in the past, customers only interacted with a brand when shopping at a physical store.
Whereas now, with the rise of e-commerce, customers continuously browse for new products, best deals, and discounts enabling an ongoing relationship with their favourite brands.
This has prompted businesses to implement a connected strategy that creates a seamless experience across digital touchpoints reshaping the interactions between the company and its consumers.
While optimising digital touchpoints to achieve integrated, cohesive customer journeys, brands need to forgo the temptation to focus on individual touchpoints, instead, must acknowledge them in their entirety.
Additionally, by leveraging customer data, businesses must craft customised buying journeys that cater to the unique needs of buyer personas through recommendations, targeted marketing campaigns, personalised products and services, and a user-centric approach.
Brands must ensure their digital touchpoints are relevant, effective, and easy to navigate.
While their interfaces are intuitive, responsive, and simple to use.
Customers must be able to move seamlessly from one digital channel to another without interrupting the flow of product information or loss of context.
To achieve this, brands must optimise their digital channels, such as search engines, social media pages, and websites, to keep them integrated into providing a seamless experience.
Top Tips to Create a Seamless Digital Experience
Below are a few other steps that can be taken to create a seamless digital experience across customer touchpoints.
Picture end-to-end customer journeys
It is essential to map out the entire journey from initial awareness to post-purchase engagement to provide customers with a seamless buying journey.
This can be achieved by identifying every touchpoint the customer has with the brand across multiple channels, from online searches to social media interactions, in-store visits, and queries and complaints.
The next step is to analyse customers’ every interaction with the product to understand their needs, behaviours, expectations, and pain points.
This involves collecting data from customer purchasing history and feedback and optimising experience at all touchpoints.
With the insights available, businesses can create a journey map that visualises customers’ entire journey and redesign the journeys to fix any problem that halts end-to-end experience.
Moreover, brands must initiate a conversation with customers who have shown displeasure about the company’s product or service on social media because proactively reaching out to consumers aids in improved brand image and bottom-line sales.
Concentrate on convenience
Convenience has become the key driver in today’s fast-paced world, as consumers expect businesses to solve their queries with user-friendly solutions quickly.
To make the shopping experience convenient, companies can streamline the purchasing process, offer various payment options and limit the transaction process to a few required steps.
Once the order is delivered, it is essential for businesses not to abandon their customers and reach out to them for a follow-up.
Companies customer care strategies must not only have a set of principles to deliver seamless experiences, but they should encompass how their conversation would make their customers feel – heard and satisfied.
To do this, companies must balance speed, transparency, and interaction within each communication channel.
Brands must provide omnichannel customer service where the customers can choose between self-service customer care, a human agent, or a mix of both.
Being available and assisting customers through chatbots, live chat, email, or over a call keeps them informed; even self-service options such as FAQs enable consumers to solve their queries and boost customer satisfaction and loyalty.
Anticipate and deliver on needs
Businesses must anticipate customer needs and fulfil those requirements before customers reach out to them.
A massive part of the anticipation is identifying customer concerns, such as pricing, product information, product usage, ease of use, and error or defect.
To understand customer concerns, organisations should invest in predictive marketing technologies that leverage customers’ data collected through surveys, feedback forms, or over a call to forecast customer needs, priorities, preferences, and pain points and deliver personalised content and suggestions.
Other ways of anticipating customer needs include monitoring customer interactions, analysing buying patterns, and tracking customer activity to provide proactive support.
Thus, driving brand loyalty, positive word-of-mouth recommendations, and a better overall reputation.
Anticipating customer needs allows brands to resolve issues before they become significant problems that discourage consumers from seeking out competitors’ products or services.
Moreover, it helps reduce employee workload, allowing them to deliver quality support instead of a rushed one.
Interactions must be fulfilling
Customers engage with their favourite brands in multiple ways, from in-store interactions to social media, websites, mobile apps, and customer queries and feedback.
Many organisations have responded to this development with investments in digital channels to replace traditional engagement, reducing the need for human customer support executives to save costs by more than 40%.
However, with this approach, businesses witnessed increased customer interactions instead, as consumers sought live interactions with human agents who could handle complex problems with empathy and provide sensible solutions.
So, it is essential to adopt strategies that are a mix of traditional and digital to address customer needs that are not always linear.
The most essential part of a customer service experience is a customer care representative’s knowledge and ability to resolve customer issues in context with historical data.
Additionally, to boost customer interactions and build brand loyalty, customer support executives must avoid automatic/robotic replies and keep communication transparent and warm.
Incorporating insights continuously
Customer insights give brands an idea of their performance by transforming data into actionable insight that helps modify their strategies and address consumer concerns before it tarnishes their reputation.
Insights help enhance current products and services and develop new ones as they give a better view of target customers.
Furthermore, with the knowledge of customers’ product usage and the areas that need improvement, customer data aids in enhancing product functionality, curating personalised experiences, forecasting future sales performance, pricing strategies, predicting churn, and creating targeted campaigns.
To incorporate the insights, brands must set up a dedicated team that clearly understands the business vision and possess analytical skills to help them decide on relevant data to generate precise insights.
Moreover, customer insights not only help businesses understand their customers better but also help in realising if competitors’ products are doing well, helping determine what kind of marketing strategy works.
This is invaluable data that allows companies to outperform competitors.
Provide a mix of traditional and digital channels
The key to providing flawless digital experiences is to provide a mix of traditional and digital channels.
Connected technologies are constantly growing over the last few years, causing customers to have higher expectations from digital shopping experiences.
Businesses must also understand that their digitally savvy audience looks for perfectly mixed traditional and digital channels.
However, it is crucial to pick an approach that resides well with the consumer instead of trying to fit in with an ideal.
Depending on who the target demographic is, the type of marketing approach and channel pursued will affect how customers can be reached and are encouraged to respond.
For instance, as much as consumers are satisfied with chatbots and FAQs for solving their queries when the need arises, they expect a human agent to resolve their complex problems.
Organisations must acknowledge this dichotomy and commit to building seamless omnichannel services that boosts customer satisfaction.