How CX Can Be Enhanced Digitally In 2019
Digital transformation provides businesses a chance to understand the modern customer experience, interact with them, as well as deliver upon their expectations of a multi-channel CX. But, of the $1.3 trillion which was invested in 2018’s digital transformation, $900 billion was wasted.
Therefore, why do some efforts at digital transformation succeed while other ones fail? In order to help you succeed, we list 3 ways to assist your business in getting up and running through the use of digital transformation.
A flexible, agile IT environment
Having the proper technology to power digital strategies up is important within today’s business world. However, did you know that 45 percent of executives think their organizations lack all of the required technology to perform a strategy for digital transformation? Thankfully, businesses understand the necessity for implementing agile systems and 86 percent of companies think cloud technology is crucial to digital transformation.
The cloud allows businesses to be flexible, dynamic, as well as fast – giving your business the capability of testing fresh projects which are low-risk and cost-effective – enabling you to utilize technology in order to quickly meet customer demands.
In easily connecting SaaS applications like Big Data analytics, customer databases, mobile as well as web apps, it’s possible to digitally record every touch-point to develop a 360-degree customer view. In using this information, you’ll learn when, how, and why your customers conduct business with you and from it, it’s possible to offer a more improved, better CX.
Which brings us to the following digital transformation factor – personalization.
Buyers today want businesses to treat them as unique individuals, as well as recognize their purchase history and personal preferences. Around 75 percent of customers confess to being more likely to purchase from an organization that, according to Accenture:
- Recommends products based upon past purchases
- Recognizes their purchase history
- Knows them by name
Here’s the best part: they are happy for organizations to use their information to improve their experience. You must invest in CRM, to take advantage of this opportunity. Without it, you can’t treat your consumers as individuals. Plus, without storing the history of how your company engages with them, it is impossible to offer unique experiences.
With CRM systems, it’s possible to study and analyze customer-associated data based upon a customers’ prior engagement with your business. For instance, it’s possible to get a great understanding of your consumers by assessing general requests, support enquiries and product quotes. This information then can be utilized to develop highly targeted messages that match customers’ personal preferences, resulting in a more individualized experience. Delivering the proper message to the proper person at the proper time brings us to our third and last success digital transformation factor – a smooth multi-channel experience.
Smooth multi-channel experience
Technology empowered consumers to obtain what they want, whenever they want it, as well as how they want it.
Now, over 50% of all consumers expect a customer service reaction within an hour. Also, they expect the same reaction times on weekends as on a weekday. That need for immediate gratification forced companies to stay on-demand and accessible, 7 days per week, 24 hours a day.
Now, everything happens in real time, which is the reason why those businesses that may provide accessibility, personalization, and immediacy to their consumers will win out within the long-term. Consumers today aren’t tied to one channel. They shop online, browse in-store, share insight through mobile apps, as well as ask questions for your support staff upon social media channels. Tying all those interactions together enables you to craft one digital profile each time a customer engages with your company.
Videos are flexible, easily shareable and an engaging means of providing content to consumers in a way that gives them a clear picture of your message. Videos are consumer favourites because they are entertaining and require minimal effort to digest. For marketers and brand owners, videos provide a significantly larger ROI across many channels when compared to the content formats.
If you still harbour some doubts over the effectiveness of videos in brand exposure, these reasons should change your mind.
1. Add a touch of personality to your brand and message
Having your brand/marketing messages reflect your personality is a proven way of earning consumer trust and creating more personal connections.
Conventionally written copy mostly hits users as dreary; a recent survey found that users ignore 73 % of banner copies! Infusing your brand with your personality through videos reassures your visitors that they are dealing with something real. Videos give off an air of ease and approachability and encourage visitors to interact with your brand.
2. An SEO hack
Videos make up 70% of the top 100 search results; this bit of statistic says all there is. The SEO advantages of promoting your brand through videos are endless. Google and other search engines rate videos highly because there’s a high chance that there are already hundreds of articles concerning the subject.
Another way videos help with SEO is that they increase the duration of user visits on your page. This metric is an essential consideration in SEO ranking; besides, the longer visitors spend on your page, the more chance you have of converting them to customers.
3. Easier to remember than written copy
Be honest, how often do you remember a random AdWords ad that showed up on your screen? Probably never.
The average internet user is exposed to hundreds of marketing ads daily, and it’s quite challenging to make an impression. Videos catch the attention faster and register in ways that copy ads cannot equal. Even when a written ad succeeds in capturing attention, there’s only a slim chance that it’ll stick to
memory. Alternatively, videos have a higher chance of sticking to mind, and the result is that users become familiar with your brand even before they become your customers.
4. Encourages shares on social media
The fact that most social media networks encourage the use of videos is a significant pointer to the relevance of videos. A lot of them have implemented new features to aid video sharing.
Facebook did this by introducing 3600 Video, Live Video, and Lifestage (a teen-targeted video centred app). Instagram launched 60-Second Videos, highlights & Instagram Stories while Twitter did the same by introducing Periscope.
Creating a branded video that is entertaining pushes users to share it with family and friends across through social media feeds (76% of users admit to being open to sharing entertaining marketing videos with their friends if they found it interesting). I’m pretty sure you’ve never been sent an ad copy that someone thought interesting.
5. Videos engage lazy and busy users
The ease of consumption of videos is probably its most appealing feature. We are all so constantly bombarded with content that our attention spans are at an all-time low. In a few seconds, a well-made video can show tell your client all about your product and let them see it in action. This way of presenting information appeals to even the laziest users!
It’s crucial to create your videos to capture both the eyes and ears of users, also make them as brief and straightforward as possible.
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