Elevating Customer Connections
The key to creating business value is to focus on customer value which is mainly about how customers perceive your brand; and customer experience, be it digital or in person.
The most important aspect is always to treat the customer as a person and not just an additional data for the company
Main focus:
- The experience of digital customers
- How their journey affects your business
- Ways to retain them to grow your business.
Digital transformation and customer experience are closely related when looking for ways to capture and retain customers for your business.
Marketing has numerous channels and technology has made businesses focus more on digital marketing for their products and brands because customers are mostly glued to their gadgets.
Focusing on the digital customer experience will greatly help in motivating prospects/customers to the products and services offered because once they have a positive experience, their reviews or recommendations will influence others to utilize your business.
Without customers, there is no business!
This has always been the perception that keeps businesses designing the best way to capture the interest of their customers to increase sales. Nowadays, digital evolution has made it easy for the customer to quickly contribute to building or breaking a business.
Customer experience starts from when they visit your business or log in to your site until their final purchase. Make sure your call to action is captivating.
A lot of focus must be on how to create an offering that will not just have a one-time satisfaction to the customer, but also retain the customer through the customer’s experience.
Focusing on the customer
- In defining digital customer experience, we notice that it supersedes the overall customer lifecycle, as it sums all their interaction with your brand, services, and touchpoints from the moment they engage with your company.
- Keeping the customer in mind, always make the browsing channel easy be it when they are using their phones, laptops, or a desktop. Also, there is always the need to connect your site to many social media channels as some customers feel reluctant to browse websites directly from Google.
It is indeed a complex process. We all have a very short interest span when browsing through sites. Keeping the customers interested might be far-fetched. However, encouraging reviews from your customers will help in improving the services and most people would always like to use your services because it shows you listen to their views.
Focusing on Customer Service
A key interest is how your company handles customer service. Making it easy to interact digitally provide a sense of trust/commitment to the business.
- Keep in mind that there is no such thing as ‘one size fits all’. What works for one person might certainly not work for another. This also creates more complexity as businesses will have to consider each person who might visit their site/business. In this case, reviews will guide them to the right part of understanding their needs and expectations.
- Digitalization of businesses is inevitable and creating channels where businesses could find the best way to capture their customers’ interest will greatly help and open the way for more digital possibilities. Analyzing customers’ journeys will also help in focusing the marketing resources on building a customer base and increasing profitability.
Conclusion
Most often than not, customer experience defines customer’s expectations and the value they place on your product/service. These aspects are interconnected because if the customer does not find value in your product or service, they will have a negative experience, and this will affect your brand and business.
Although digitalization and customer experience create value for the customer, focusing on a single branch of the business might not contribute to its success. Customer experience also involves their journey.
Customer focus is a vital strategy when looking for means to elevate your business. Consider what makes the digital prospects tick and stick with a clear-cut method to have continuous increase in sales and profitability.
References
Experienced Management (n.d). Customer Value: Definition, Measurement, and Value. Accessed on 18 January 2024. Retrieved from https://www.qualtrics.com/uk/experience-management/customer/customer-value/?rid=ip&prevsite=en&newsite=uk&geo=FI&geomatch=uk
I-Scoop (n.d). Digital Customer Experience – Connecting the dots. Accessed on 18 January 2024. Retrieved from https://www.i-scoop.eu/customer-experience/digital-customer-experience-connecting-the-dots/
I-Scoop (n.d). Digital Transformation, the Customer Experience and Marketing. Accessed on 18 January 2024. Retrieved from https://www.i-scoop.eu/digital-transformation/digital-transformation-customer-experience-marketing/