Articulos en Inglés

Digital client experience

Guillermo Cobos

Nowadays, client experience is an essential element in any business. In the digital area, a good experience for the digital client is more relevant than air max 270 short blonde wig custom soccer jerseys nfl pro shop adidas yeezy custom jersey wigs for sale amazon adidas ultra boost adidas yeezy boost 350 nfl super bowl wholesale wigs Dallas Cowboys nfl jersey shop nfl jersey shop wholesale wigs

The business reaches success focus on three fundamental values:

 The first value is the ‘” customer journey”. This concept refers to the path that the client follows from their first interaction with the company until they realize the purchase. In the digital area, the consumer journey has become more complex. The clients can interact with the company through different communication channels like social media, online mail, and online chat, among others. Therefore, is important for businesses to map out the customer journey and analyze the interaction to identify and improve. For example, an electronic commercial business can upgrade its client experience by offering an online chat the moment that the client doubts their purchase. Integrating the digital experience into a business context. Even though this can result from a tempting focus on the conversion rate and present it as the main objective of the digital experience, this rarely leads to success.

The second value is personalization. The companies have to offer personalized experiences for each client, based on their preferences and needs. Personalization can take different forms, from suggesting relevant products to adjusting the prices for each client’s needs. An example of this is the online fashion shop Stitch Fix, which uses an artificial intelligence algorithm to personalize the suggested clothes for each one, depending on their style and preferences. Taking into consideration that every client is different. Take advantage of the knowledge of their client digital experience and understand the other priorities of the clients’ groups, distinctively from the ones with high value or higher potential. Thereupon, adapt the personalized experience when necessary.
The third value is omni-channeling, the business has to offer a coherent and continuous channel that clients use. This means that clients can interact with the company online and offline in the same way. For example, if a consumer purchases a product online, he should be able to return the product to the physical store. A great exemplification of a company that has provided the omnichannel is Starbucks, their clients can order and pay for their coffee through the app, and then pick it up in the store or on the sidewalk. Embrace a radical questioning approach. Although is valid to search for constant improvements, is vital to be able to think about from basics, reconsider, and justify the actions and what it could be done differently.

Place the digital experience on a company ambiance.

The digital interactions can be compared with a funnel process, in which the clients enter a site or application with a specific purpose like ordering a taxi, getting a pizza, or buying shoes. A few of them reach their objective, but others don’t. Some businesses start the administration of the process begging by measuring and analyzing each funnel phase. The rate of general conversion (the percentage of clients that reach their objectives) usually is considered the main mark of accomplishment.

Nevertheless, each digital experience, the majority, is a window to the commercial proposal in general. The digital experience is closely interconnected with other aspects of a company and can’t be graded or optimized on its own. It only takes seeing the crest in the conversion rate during the sales or promotioto to comprehend. Intuitively the individual elements of a digital experience can upgrade, like tempo, error correction, or navigation, and in this time of development are rarely from navigation. However, overlooked a great opportunity.

For example, an online fashion retailer targets the rate of “add to the cart” by testing different formats on their products page. Nonetheless,     by analyzing the conversion rate throughout time and different products, spot that the quality, price, and availability, of the product were crucial for the conversion rate for each product.

The products of higher quality, available, and with competitive prices, demonstrate a conversion rate 10 times higher than the average product.Instantaneously, the approach changes the page design to improve the experience and availability. A system was implemented whereby the customers choose their sizes and are redirected to more available products in their clothes size. Also, a retailer starts to measure and optimize the client experience, focusing on the available products that costumer saw in stock in its size. This performance ends up being more significant than changing the button color.

An additional case is showing the challenge to identify true opportunities. A company of food delivery seeks to improve the estimated delivery time shown in the app to increase customer satisfaction. Even so, talking with dissatisfied clients, realize that was more complex. The inconvenience did not reside in the messages, but rather in the frequent variation between the delivery estimated time when ordering and the real delivery time. Even though the estimated delivery time was updated, only a few minutes remain and was considered “useful”, in fact, it causes significant dissatisfaction. Also, the de delivery company only stores de time of purchase, and delivery time, which hindered the situation diagnosis. The business recognizes the main client dissatisfaction cause, which was not related to digital experience, but the algorithm that predicts the delivery time (which subsequently improves).

This case shows up the importance of untying the “digital” element of interaction with the rest of the business. A deficiency observed in a digital tour often is not related to the digital experience but is a symptom of the general commercial proposal. This obstacle is frequent when digital has become an independent division, unlike with the rest of the company. The digital experiences don’t recognize organizational boundaries.

Not all customers are alike.

A hotel chain identify that had a high bounce rate on traffic coming from Google searches as a problem. The bounce rates refer to the visitor percentage that enters and leaves immediately the site, without an interaction beyond the main page. In order to aboard the problem, the hotel chain decided to perform test A/B in different landing page designs. Although there was a slight improvement in the general bounce rate, not significant. Nevertheless, a detailed analysis showed that the bounce rate was under the device-influence and the specification of their search. For example, a customer was searching for hotels “Near Geneva” on a computer preferring a larger map with a predetermined radius to display all the hotels in Geneva. On the other side, a client looks for “Hotels close to Geneva’s airport” in a mobile device preferring a predetermined smallest radius focused on the airport. Therefore, it was concluded that the issue did not reside in the page design, but in the personalized opportunity of the map radius in the function of client’s the search characteristics. This personalization has a significant impact on the bounce rate and the general commercial performance.

The client’s personalized experience implies comprehending what is relevant to clients of high value and great potential. In this case, the fashion retailer, starts to analyze the available products for particular clients and discovers that the ones with higher value have a deficient availableness experience. By delving into the investigation, realize that this type of client searches for smaller or bigger clothes sizes. Nevertheless, the retailer has been taken decisions about the clothes sizes base on outdated general rules and doesn’t adapt to the new online reality, which changes the available data and client’s combination. As a result, modified their approach to optimize size relationships and satisfied the precise high-value client necessities.

Adopt a fresh start approach. Commonly, teams focus on constantly improving the digital experience. Nonetheless, is less common to have a fresh start approach and be able to reconsider a problem from the beginning. But companies that regularly challenge their priorities and actions based on fundamental principles make better decisions.

A retailer develops a recommendation product system and offers cross-sales and upstream sales in different site parts. The algorithm that launches this system was designed to optimize the rates of “add to the cart” and the conversion rates.  When the new algorithm was applied, were delighted with the results. It far exceeds the previous recommendations.

Notwithstanding, wanted to challenge the assumption of superficial success.  A deeper analysis shows that contradicts the initial appearance. By looking at all products and inventory, only 12% of the inventory value received advice. Showing that the algorithm advice exclusively focused on suggesting the highest sold products, which would have been sold anyway, and was less probable to recommend underperforming products, new products, or the difficult selling ones. The metrics selected for optimization were at odds with the business sale’s objectives, gross margin, and inventory efficiency.

It exists two additional elements, security, and social media.

The security:  The clients expect their personal information to be safe when interacting with an online company. Companies need to take measures to protect all client’s access data, use, or unauthorized disclosure. This includes the use of safe passwords and security measures and encryption of confidential data.  Companies also must be transparent about their data security practice and provide clients with clear instructions on how to protect data.

Social media: It can become a powerful tool for client interaction and building relations. Companies must use social media to listen to clients’ opinions, share news, and update and promote their services and product. Businesses also should respond to the consults and complaints of customers on social media. By actively interacting with clients through social media, companies can gain trust and loyalty.
Do not confuse the digital experience with social media. Social media are a tiny stronghold, a minor component of the hold concept that covers the client’s digital experience because it only covers brand exposition and product in digital channels.

Put all the pieces together

The companies that target digital feel overwhelmed by the opportunities. Identifying 100 main ideas is easy but looking for 10 that represent a challenge is tricky. Is essential to be intentional about where to point the approach, which always represents a significant management challenge and in essence, an analytic challenge. What metric measures to get an accurate diagnosis? What digital experience aspects optimize?  How to understand the interrelationship between the digital experience and the rest of the business? As the previous example has shown, seldom there is a shortcut to make the analysis.

In this digital area, search for experts that help to achieve your goals. Digital client experience is not a matter of “hitting the piñata” being blindfolded at children’s parties. It is necessary to count with a probed methodology for being more to be more substantial with the time that saves up time & money. For more information, contact us:

Deja un comentario

Tu dirección de correo electrónico no será publicada. Los campos obligatorios están marcados con *

Hola, ¿en qué podemos ayudarte?