71% of consumers expect companies to deliver personalized interactions, according to McKinsey, and three quarters will switch if they don’t like their experience. No matter the interaction with a company, customers expect the convenience and streamlined experience of the digital world, while still feeling that they are connected to other humans. This expectation makes it crucial for businesses to stay in touch with their customers’ expectations, on top of meeting business objectives, in order to improve their overall digital customer experience. With this in mind, let’s take a look at how a company can succeed while staying ahead of its competitors, and why some companies get stuck.
How to Stay Ahead in The Game with Digital Interactions
In order to truly engage an audience, it’s extremely important for a brand to build trust with their customers throughout their experiences. With trust comes the emotional connection that many customers are looking for. Customers who have an emotional relationship with a brand have a 306% higher lifetime value and will likely recommend the company at a rate of 71%, instead of the average 45%. Many companies get tied up in wanting their audience to think “isn’t this application pretty?” However, what a company should truly care about is if their audience is using it at all and if it is making their lives better. For example, a county healthcare system could have the best app for healthcare and have the most attractive landing page, but if it’s not maintaining engagement, it loses its purpose.
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According to Localytics, 25% of an app’s downloaders will abandon it after one use, but by combining a humanized experience with digital interactions, we can create an experience that supports lasting engagement.
If You Don’t Have the Data, You Can’t Measure Success with Digital Interactions
So how do you know if your company is truly succeeding at delivering personalized interactions?
One word – data.
Data is the fuel that drives customer experience improvement. If a company doesn’t accumulate and analyze data feedback loops from digital interactions, then they won’t know what’s effective and what’s not, leaving them to base their business plans simply off a gut feeling. One of the best ways companies can efficiently gather and review data is via intelligent automation. By using automation to extract, integrate and analyze data, organizations can improve customer and employee experiences with human-centric design, enhance operational compliance and manage a multitude of workflows with greater speed, transparency, consistency and efficiency than what was possible manually.
What’s The Hold Up?
While the solution to delivering a streamlined and personalized experience to customers may seem simple, there are still industries and organizations who are falling behind due to lack of knowledge, lack of internal skillsets, or ability to scale. In these cases, it can be beneficial to bring in a third-party partner with the right experience to build those solutions. In other cases, digital transformation efforts have failed as executives focus on the initial expenses but don’t envision the revenue growth that the investment into humanized digital experiences will bring.
Some business leaders resist building digital initiatives around customer experience simply due to complacency within their industry and think “I am ahead of my competitors; therefore, I don’t need to invest into digital customer engagement.” But in this ever-growing technological world we live in, executives must always have a mindset around “what’s next?”. By remaining complacent when people are craving a humanized digital experience, a company can quickly fall behind.
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The Next Steps in Digital Interactions for Brands
The need for brands to be more human, and more personal, in an increasingly virtual world is here to stay.
Companies must explore changes that are being made in consumer preferences, affinities, purchase behaviors, and brand loyalties. It’s time for these brands to understand the impact they can have in this increasingly digitized world and create smarter solutions that grow their businesses and enhance the human experience.
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