By Arindam Mitra, Co-founder and CTO, ProcessIT Global
Customers, in general are evolving and the change is more evident ever since the onset of the pandemic with online shopping no longer an option. Digital adoption has gone beyond being a just a buzz word to an imperative for businesses of all sizes. Effectively leveraging the digital technology to empower and satisfy customers is the ‘mantra’ for organisations to succeed in this digital era.
Businesses that excelled in the pandemic were the ones who connected deeply with their customers, understood their requirements and fine-tuned their offerings based on the insights gained by analyzing critical data points.
Leveraging new-age technologies with digital transformation is the only means by which this was achieved. This is a clear indication on how digital transformation process in important for business continuity and constant improvisation to stay ahead of the curve.
Understanding customer journey builds a strong foundation
Digital tools help to drive deep into the action, responses, buying behaviour and shopping patterns of customers, fueling businesses to design a successful customer experience strategy. Businesses can identify the challenges faced by the customers in achieving their buying goals, satisfaction and delight upon buying the appropriate product with repeat purchases and other relevant transaction history across channels to get a deeper understanding of the customer’s preferences and patterns. These can be illustrated to map the steps of the customer journey, along with real-time data that can be extracted to get a holistic view to strategize the target journey for the customers and provide them with the best experience.
Uninterrupted seamless experience should be made possible
Today’s customer invariably uses different devices – mobile, laptop, tablet across touch points, such as social media, physical store or the organisation’s website, to search for products and services they require. This behaviour, which is the new normal of the customer, is driving brands to establish consistent, multi-channel presence across various customer touch-points, by leveraging digital transformation.
It is observed, if a prospective buyer is interacting with the brand across more than one touch-point, is likely to convert. From creating awareness of the product to enabling a purchase, the seamlessly connected omnichannel experience provided by the brand improves customer experience and sales. Care should be taken to optimize the content to fit different screens. The seamless experience should not end at sale, but customers should continue into the after sales window too, for feedback and improvisation.
Delivering personalized experience paves the way to success
There is a growing customer demand for personalization and retailers are expected to offer it. This is not limited to just targeting marketing and promotions but throughout their interactions across touch points with the brand. One-to-one, individual personalization or customized offerings and communication that are unique to every buyer will eventually lead to a loyal customer.
Big data and Analytics can help in successfully shaping retailers’ personalization efforts by delivering more innovative and customized offerings to individual customers. Some fashion retail online stores are offering mobile apps with virtual try-ons of products in addition to providing personalized grooming tips. Customers are given to option to configure their own clothes or shoes with digital customization platforms. Customized loyalty programs offering exclusive benefits goes a long way for an enhanced customer experience and customer retention.
Both B2B and B2C businesses are beginning to understand that all Digital Transformation strategies must have the goal of improving customer experience. Care should be taken by organisations to design the experience that are consistent and appealing to customers, both in messaging and offerings.Brands should design an experience that caters to continuous customer engagement with the relevant digital technology and tools to establish their successful presence in the market