In the modern world, technology and digitalisation have become the norm. We live in an era where most of our lives have been impacted by the digital experience. There are many reasons to celebrate and encourage growth and continuous development in our personal and professional experiences.
To achieve unique and complete digital transformation, companies should focus on customer needs and fulfil them. Digital experience systems are conceived so businesses can organise channels and data to create a shared opportunity for business units.
General features include personalisation, analytics, multichannel support and customer context views. The aim is to allow companies to offer a superior customer experience while applying integration, business analytics and cost-effective implementation.
What Is A Digital Experience?
A digital experience is an interplay between one or many people with an organisation made possible with digital technologies. Digital development should be personalised, relevant and intelligent. The digital experience should have two main elements to cater efficiently to customer needs.
- Distributing the experience – Using technology and the appropriate tools to deliver the correct digital experience to the person on the right channel at the right time.
- Ability to distribute the experience – Using the technology and tools to grant employees the ability to analyse, improve and manage these highly interactive services.
Examples of Top Digital Experiences
To assess what digital experience platform (DXP) may work for you, you have to understand the current trends in the industry. Objectives like atomic content design, headless CMS, front-end frameworks and more should be present with the service provider. It should also be able to fulfil your needs in the field you’re working or looking to engage in; this could be motor vehicles, e-commerce or even online life insurance.
There are giants in e-commerce platform building such as Bloomreach, which provide whitepapers for their users which in turn empowers the brands in delivering top-notch personalized customer journeys. Automotive brands such as Toyota have taken to the digital world by offering their clients stellar online products, such as their build and price tool, which allows users to get a quote based on the amount they are willing to spend + the features of the car they are looking for.
Another example of how digital experience is key for the user are informative pieces. Take a look at this post which talks about ‘how much life insurance do I need? ‘ Websites today understand the need to provide the user with additional information, in this case about life insurance, and in doing so enhance the user’s digital experience on the site. Now, with services that provide far more intuitive digital experiences predicated on complex, data-driven algorithms, a much greater level of value can be achieved for each individual user.
The Advantages of Digital Experiences
Most organisations have little means of standing out from the crowd and segregating themselves from the competition. Few have unique selling points and need to focus on engaging customers with their price, quality and service.
Markets such as retail, energy, financial services, which are highly commoditized, only quickly lead to the bottom if the only play is price. Suppose products or services aren’t innovative or of high quality that can differentiate them. In that case, companies have to engage with their customers and deliver the products in a manner that will compensate.
According to reports, people made more money for the same product if the service was better. An example of this would be Amazon, providing customers with a cost-effective alternative that came with stellar digital service.
On the other hand, limited technology budgets, lack of multichannel, lack of internal processes, complex IT systems and insufficient data can cause companies to struggle with delivering exceptional customer experience. To overcome these challenges, you need to utilise the right technology. Empower your staff to take control of the data, processes and systems so you can provide a transformative digital experience.
In Essence
The digital experience is about giving customers control, and to do this, you need to be able to direct them into the correct channels. It requires leading them to their transaction type and setting up the processes and workflows to get there. You’ll need to break down barriers between your data and systems, as this may be what’s preventing you and customers from applying control over interactions. Demonstrate control by being proactive; you can do this via messaging or using digital helpers to follow up and command situations.
As mentioned earlier, the one thing that can hurt your ability to deliver exceptional service is over-complicated technology. Still, if you get the correct information to your agents at the right time, it shouldn’t be convoluted or pricey.
The main points you need to consider for delivering a remarkable digital service to your customers include:
- Identify immediate needs in the digital customer experience.
- Improve the accuracy of your marketing and customer engagement through comprehensive customer data and information.
- Use integration and flexible architecture to keep tabs on and stay on the cutting-edge of digital trends.
With those, you’ll have the capabilities required to develop various user-friendly experiences. Tools may differ by vendor, but you should assess your goals and decide which strategy will work best for you as a company.
