Enhancing customer experience through digital transformation

The arrival of the internet age has changed the whole approach to customer interaction and behaviour. While earlier the emphasis was on consumerism and self-gratification by ownership, the world is now becoming increasingly experiential. The new generation customer has more money to spend, but less inclination to do so on things that don’t offer a quality and shareable experience. Communication has now shifted from offline to online, and today’s customer is ‘always-connected.’ Therefore, to score with such customers, businesses need to offer an unmatched customer experience.

Unlike the past when companies dictated their customer experience strategies, customer is the King now. While creating their products or UI/UX Design, companies must devote utmost attention and resources to cater to customer demands. A great customer experience works as a fantastic marketing tool and results in the growth of business. Happy customers post their opinions and positive feedback on social media and terrible experiences also go viral. In recent years, we have witnessed how a few isolated yet bad customer experiences have caused several international airlines tens of millions of dollars.

It is a make-or-break scnario

Large organizations have Customer Experience Management (CEM or CXM) systems to monitor and follow the customer interactions with their brands on various digital and social media platforms. In today’s highly competitive business environment, it is customer experience that differentiates between brands. A faster, more convenient, congenial and knowledgeable response leads to better customer experience and high approval ratings of the brand. In a survey involving 15,000 users spread across 12 countries, about 60% stated that they would not do business with a company that has unfriendly service and almost half of the customers mentioned that they would not interact with a brand that has employees with poor knowledge or lack in trust. Almost one-third of the respondents won’t hesitate to leave their favourite brand if they encounter a bad experience. While this digital transformation has made customer experience vital to brand success, it has also made it possible to incorporate certain tools and strategies to UI/UX Design to enhance brand reputation by offering superior CX. Some of the major digital customer experience trends that can help improve a brand’s CX are as follows.

  • Mobile is the hub of customer engagement: Mobile phones have become the primary centres of communication and brand interaction. Apps and mobile-optimized websites are instrumental in enhancing customer experience.

  • Social Media integration: There are numerous high-quality multi-platform social media management tools that can automate and regulate a brand’s social media presence. These tools can be easily integrated into the UI/UX design. They keep track of social media posting schedules, curate posts and data related to brand followers, provide insights and give notifications regarding important events, user comments etc. This helps enhance customer experience by giving the company a dynamic, responsive and personalized social media presence.

  • CMS is history: Content Management Systems (CMS) today are more advanced than the past. However, the digital focus has led to Digital Experience Management Systems that offer seamless, synchronized and positive customer experience across various touch points like personal computers, mobile phones etc. There is uniformity of content, customer data and related services across channels. For example, you might login to your ecommerce portal from a laptop, desktop or a mobile device, but the details and process flow remains the same, leading to an easier and more enjoyable user experience.

  • Big Data driven enhancements: The integration of Big Data analytics in a brand’s UI/UX design has led to more accurate and personalized customer experience. For example, when you log in to Netflix, its AI-based system suggests options based on your preferred genres and past viewing history, making it easier to watch your preferred shows and films instead of searching for them.

  • It is predicted that by the end of 2020 , there will be an average 26 “smart objects” for every human being. Such a huge web of interconnected devices will create an unmatched user experience based on data collected from multiple platforms and sensors.

In conclusion

The world is set for a massive digital transformation. Brands that are able to leverage this technological revolution towards enhancing their customer experience will remain at the top in the future