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4 ways to improve your digital customer experience

4 ways to improve your digital customer experience

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Customers expect easy, seamless access to digital services across multiple touchpoints. However, as anyone whose tried to book movie tickets on a faulty iPhone app can surely attest to this: the digital presence of businesses who provide a perfectly decent in-store experience often leaves much to be desired. (Read also: What's stopping brands from providing a great customer experience?)A recent Forrester Research report ("Develop Your Digital Customer Experience Strategy") details the groundwork that brands need to do to improve their digital customer experience. Below are five tips to get you started: (For more discussions on digital customer experience, join our Customer Experience Conference 2015, 11-12 March.)1. Define your brand's objectivesThe firms best known for delivering a high quality digital experience know what they want to deliver to their audience. They define their brand objectives, understanding the role that digital touchpoints play in their overall business strategy. Virgin America, for example, is known for its quirky brand image. Recognising this, it took pains to ensure that its ticket booking process was fun, edgy and had a conversational tone.2. Understand what your organisation is willing to fundA good starting point is to review official company documents like annual reports and announcements to media and shareholders. Key organisational stakeholders are also a great source of information. Speak to them, find out what they want to deliver to customers, and work on ensuring that your strategies are aligned accordingly. For example, executives at Amazon.com, which focuses heavily on cost-cutting so as to provide the cheapest products to its customers, would more likely to be supportive of a digital customer experience strategy which helps simplify online purchasing.3. Prioritise critical touchpointsA study done by FedEx revealed that the company had over 200 customer touchpoints. The world's largest companies run complex organisations that serve many different customer segments, but building a customer experience strategy that tries to serve the needs of every single customer at the same time serves none of them particularly well. It's critical to prioritise the touchpoints most important to customers, and to prioritise which customers you need to target most.4. Understand your target usersAn effective digital customer experience strategy requires organisations to truly understand user needs. Customer journey mapping is very helpful. When United Airlines upgraded its digital services, instead of relying on past research and evolving processes, they sent employees home with customer to find out how they went about booking tickets. This allowed them to improve their mobile services to reduce customer stress.For more perspectives on customer experience management from brands such as Kimberly-Clark, Subway and Toys "R" Us, look out for Marketing magazine’s Customer Experience 2015 conference, happening 11 – 12 March 2015.To register, please click here or contact Carlo Reston at carlor@marketing-interactive.com or call +65 6423 0329, +65 9727 0291If you would like to learn more about sponsorship opportunities, contact Soren Beaulieu at sorenb@marketing-interactive.com or call +65 6423 0329.For speaker or agenda queries, please contact Ambrish Bandalkul at ambrishb@marketing-interactive.com or call +65 6423 0329.

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