Do’s and Don’ts with Consumers in the Digital Space

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As consumers today, we know what we want and we are willing to pay for it. Over the past decade, digital transformation has dramatically accelerated the pace and scope of our empowerment by increasing individual access to information and expanding the range of goods and services directly available.

For example, the entertainment industry was dictated by production companies: if you wanted to see a movie or watch a TV show, you had to be seated in front of the screen when it aired. Digitization has given consumers direct control of their entertainment experience, allowing them to choose what to watch, when they can watch it, and how to watch it. The hundreds of millions of customers currently subscribed to streaming platforms show how much people are willing to pay extra for convenience and control.

To satisfy empowered consumers, businesses need to be nimble, responsive, personal, and proactive. The ability to capture, analyze and improve your customers’ digital experiences exists today like never before. No more excuses for not adapting your practices to their needs.

6 best practices you can use to delight those self-driven customers

Do: Put yourself in your customers’ shoes.

Business leaders must regularly put themselves in their customers’ shoes. You need to be a consumer of your experience in order to know that you are providing the best customer experience (CX) possible. How many times have you struggled with a brand’s digital channel and thought, “Has their CEO even used this app?”

Do: Invest in the right technology.

According to a Harvard Business Review survey, customer experience is the top priority for 40% of business leaders and a key component of digital transformation. To maximize the success of CX, companies must invest in technology and partnerships that allow them to capture, visualize and analyze all digital interactions.

AI-based experience intelligence (EI) platforms, for example, will help optimize customer experience across all digital channels and platforms, from identifying and eliminating issues real-time techniques to a better understanding of each stage of the digital customer journey.

Do: Consider new touchpoints.

72% of business leaders said they are excited about digitizing their operations and services because it creates new opportunities to build better relationships with customers. Businesses need to regularly reach empowered consumers through multiple touchpoints: social media, your mobile app, websites, email, text, and even phone.

Communication needs to be both proactive and reactive – businesses need to develop onboarding tools and educational resources to help consumers self-service.

Do: Encourage comments.

Frequently ask for feedback on your products and services. Embrace both the positive and the negative – this is how you discover the true customer experience. Tackle negative comments head-on. Right the wrongs and turn a negative experience into a positive one.

Nine out of ten consumers read reviews before making a purchase. Understanding this, business leaders should create simple avenues to publicly share positive experiences.

Related: How to Train Your Customer Support Agents to Provide Better Service

Do: Time your interventions carefully.

Customers want your support when they need it, but not before. Don’t spawn a chatbot when the visitor lands on your site. Instead, recognize when someone is struggling and offer support at that point in their journey, providing quick intervention and welcome support – or even an idea of ​​how to get even more out of their experience.

Do: Focus on Transparency and Clarity.

Savvy consumers are often frustrated by hidden fees or missing information. Inform visitors of delivery costs and when they can expect their items. When they make a mistake, provide the information they need to rectify the problem. If visitors need to escalate an issue, provide easy access to live chat or customer support.

Related: Customer Experience Will Determine the Success of Your Business

5 things to avoid in the age of consumer empowerment

Don’t: Drive the client away from their goal.

Every customer who interacts with your business has a goal and will want to achieve it as quickly and easily as possible. It is essential, especially within digital channels, to allow them to do this as efficiently as possible. Make sure things like filters and site search work efficiently and provide all the information they need to make informed decisions.

Don’t: work in silos.

Too often, departments operate in silos and fail to recognize the power of jointly learning from and adapting to customer behaviors. Every key business stakeholder needs to see and understand real digital engagement activity with consumers, working from a single source of truth. IE solutions that capture all digital interactions can inform key business decisions and support project prioritization.

Don’t: Take a “one size fits all” approach.

Every customer is different and empowered consumers expect tailored experiences. Understanding your customers’ behavior, browsing, shopping habits, and preferred communication methods allows you to deliver targeted messaging, relevant content, and ultimately a less noisy, more personal brand engagement experience.

Don’t: Forget “silent” customers.

Direct customer feedback is important, few take the time to share their thoughts with brands. Businesses can now “listen” to 100% of their clients through EI digital platforms. This is essential because you can now give a voice to the silent – those who don’t speak to you with their words, but speak loudly with their demeanor to reveal points of frustration and new business opportunities.

Don’t: Stop iterating.

You have mountains of data about your customers and their digital journeys. Use it to constantly improve your CX. Listen to your customers and be prepared to change direction if your customers ask for it.

In summary, meeting the needs of empowered consumers is simple: you have to listen, learn and change. Put customers in the driver’s seat, gain insight into their preferences, and let their behaviors inform your business decisions.

Related: How to Really Hear and Use Customer Feedback

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