How Digital Transformation Drives Better Customer Experience
2 minutes read
Today, customers demand a different level of experience from companies they engage with. They expect timely responses to their changing needs and behaviors, which requires companies to keep track and continuously assess past interactions and seek faster resolutions to queries irrespective of engagement channels.
According to recent research, 89% of marketers expect customer experience to be their primary differentiator by 2017.
This dynamic shift in the consumer behavior has triggered a concentrated effort to attract, win and retain customers by delivering sustainable, relevant and competitive customer experiences. Enterprises need to put a digital transformation strategy in place and execute it by placing customers at the center of its operations and processes, to deliver what the customers ask for.
Below is a list of what business leaders should be thinking about as they embark on their digital transformation journeys.
77% of U.S. online adults say that “valuing their time is the most important thing a company can do to provide them with a good experience.”
Today, customers seek a faster resolution to their issues and instant answers to their queries. Introducing digital technologies that enable speed-to-value, such as live chat and online FAQs, certainly decongests your service and support department, reduces the cost-to-serve and can, under the right setup, accelerate purchase decisions.
Omnichannel Customer Interactions
As part of a single journey, customers might interact with your company’s representatives via more than one channel, and they expect consistent performance. There is a need for businesses to evolve their customer service models to accommodate this ever-changing landscape. Omnichannel customer support blends both digital and traditional channels, enabling customers to switch between channels without the need to repeat information or restart processes they did not get a chance to complete. A strong omnichannel approach also caters well to the different communication preferences of customers.
In fact, Aberdeen Group Inc. claims that companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers, as compared to 33% for companies with weak omnichannel strategies.
Customers get frustrated if required to contact a company multiple times for the same reason or complete tasks that require significant investment of skill and time. The latest research shows that customers who “exert high effort before, during, and after interactions with businesses are 61% less likely to repurchase.” Businesses can simplify their customers’ end-to-end journey by digitalizing key processes, removing unnecessary steps and automating routine tasks.
For 86% of consumers “personalization plays a key role in their purchasing decisions”. Digital transformation enables businesses to make shopping a more pleasant experience for their prospects and customers, potentially leading to larger order values and more frequent purchases. Companies can personalize numerous aspects of the engagement, from messaging and content delivery all the way to channels and processes.
Providing exceptional customer experiences is one of the major catalysts of digital business transformation. However, it requires a well-planned and integrated strategy to accomplish the expected outcomes.