Digital transformation is forcing enterprises to change their business strategies and adapt to the new market models. Digital technology has transformed customers’ habits. Mobile devices, chatbot, apps, machine learning, automation allow customers to get what they want almost exactly at the moment they need it. Customers expect relevant content in relation to what they’re doing and on the device of their choosing. Enterprises must embrace technology to deliver a good customer experience.
In this era of disruptive technological change, products and services that are cutting edge one day are outdated the next. In this context, the unmatched customer experience a company offers is increasingly its differentiator. Advanced digital technologies have caused a shift in customer expectations, leading to the sharp rise of new kind of modern buyers. Due to the opportunities that rise from using modern technology, consumers rank businesses based on digital customer experience. Digital first requires entrepreneurs to rethink how they better interact with their customers and offer good customer support.
Mr. Andy Ann, Founder and CEO of NDN Group, said, “It is of utmost priority for entrepreneurs and business leaders to fully understand the customers’ unique needs and enhance their customer experience through the adoption of digital marketing and technologies. Businesses have to deploy right technologies to understand and get a whole picture of why a customer made a certain decision as well as garner consumer insight.”
Leverage right technology to power up digital strategies
Having the right technology to power up digital strategies is fundamental in business world. By easily connecting SaaS applications such as customer databases, Big Data analytics, web and mobile apps, companies can digitally record all touch-points to create a holistic view of customers and deliver customer experience strategy.
At NDN Group, one such campaign we have successfully launched is for Blue, a digital insurer partnership by Aviva, Hillhouse Capital and Tencent. We have deployed 360-degree touchpoints covering social media, video production, web/mobile production, SEO/SEM, as well as innovative technologies namely cognitive ads, an AI chatbot capable of suggesting interest-based offers to engage users individually and generate sales leads. Cognitive Ad helps us understand consumers’ needs and interests by deploying the latest AI-enabled interactive advertising on websites and WeChat.
With our Cognitive Ad technology, we use massive consumer data and a powerful AI-engine to build industry specific ads that are easy to implement and customize. Our ready-to-go and pre-configured dialogues allow your campaigns to run smarter, engage customers faster and improve conversions over 300%.
Seamless omni-channel customer experience
Technology has empowered customers to get what they want, whenever they want, and how they want it. Omni-channel customer experience involves using multiple channels to engage customers. When businesses use social media, blogs, the web, videos and other channels to engage customers, they must ensure delivery of a seamless message across all touchpoints to maximize customer experience.
In fact, content types are versatile and diverse content can be specially curated to fit into different channels. Sites like YouTube will provide a better video sharing experience, Pinterest offers a brilliant experience to users interested in product photographs and other kinds of images, and you can find other website aimed at other types of contents. A blog is a very versatile tool, as it allows you to publish all kinds of contents, from text contents to embedded videos, audio images.
Personalize customer experience
Customers want organizations to treat them as a unique individual, and know their preferences and shopping history. It is more likely for customers to buy from a company that recognizes them by name, realize their purchase history and recommends products based on their past purchase history.
Customers feel truly delighted for organizations to use their data to enhance their experience. Enterprises need to invest in Customer Relations Management (CRM) to enhance customer experience management. Without CRM, you cannot treat your customers as individuals. Without storing the history of how your business interacts with them, it is almost impossible to provide a unique customer experience and foster customer loyalty.
Customers should be given options to choose their favourite content types and themes. Some of them like to read and skim, others like to listen, and others are visual. For visual learners: Take your key points and charts and turn them into an infographic. For audio fans and Youtube lovers: Talk through your blog post, turning it into a video. And for readers – take your webinar transcript and create multiple blog posts.
In conclusion, businesses need to consider implementing a digital transformation strategy in fast-moving society in long-term. Digital transformation offers organizations an opportunity to foster customer engagement and customer interaction regardless of channel or place. Personalized experiences are what your customers have come to expect and the core of cx strategies.
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