Thanks to the digital disruption of today, businesses are faced with new challenges of how to interact with their customers. In order to not loose any customers and to keep up with new developments, businesses need to follow through on these three steps.
To leverage digital disruption and digital transformation, businesses need to pull out all the stops.
Today, our organisations have access to a lot of data, which is a challenge when trying to provide a connected customer experience. Everyday, consumers use multiple devices and channels to connect with brands, creating numerous touchpoints and buying pathways for any product or service provider.
While most companies can master being present on multiple channels, few are able to deliver seamless, personalised journey that survives the customer switching in between different digital channels. With this in mind, here are steps steps B2C's can (and should) take to start their digital transformation and stand out from the crowd.
Read more: The Future of Business: data and digital transformation
Collect and analyse all of your customer data in one single place, through a dynamic platform, so that you never miss any customer interactions. If you can’t do this through one single system, make sure that your systems are speaking to each other and feeding data into a single interface.
By collecting and analysing big data, you can combine customer micro-moments with meta-data to create interactions that feel tailored and personalised to your customers.
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From your marketing and user-interface to loyalty programmes and post-sales communication, customer expectations about brands personalising and tailoring experience to their needs are at an all time high. And business executives are on board. In 2023, a PwC study found 61 per cent of executives said personalising customer experience was a high priority for activating customer loyalty. Customers were particularly interested in businesses personalising experiences by offering them discounts and/or rebates on the products they regularly bought. Customers were also interested in flexible loyalty rewards programmes—such as those often used by airlines and hotels—that provide various ways and options for customers to spend their reward points.
Understanding your customers is key here, along with a solid CRM system, and data and analytic capabilities to identify and tailor experiences to specific customer segments.
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Through an automated platform, you can make sure that your data is shaping your customer experiences across different channels and types of interactions.
Ensure that each of your platforms are aware of each other and feed information through intuitively. Your website needs to know what experience customers have had across your social channels, how they have engaged with different apps, and what kind of in-store digital experiences customers have had.
Learn more about how your business can succeed through digital disruption with our free Customer experience in an age of digital disruption ebook!