Digital Customer Experience at Touchpoints

Posted in Marketing & Strategy Articles, Total Reads: 776 , Published on 01 May 2018
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A customer visits a store to buy a pair of jeans. While at the store, the customer realizes that the XYZ store has about 10 varieties of jeans from ankle length, straight fit, high waited, etc. At this juncture, the salesman, who has already comprehended the great dilemma that the customer is in, explains to her the type of fit each pair will have, what are the ideal situations one must wear the respective pair of jeans and what looks good with them.

Now, let us move the focus to a digital platform such as Facebook, Instagram or for a better description of the situation, a website. A consumer lands on your landing page where the Product Listing under the category “Jeans” has been made successfully. However, the dilemma in the mind of consumer regarding the type of jeans to buy, and the option to choose from, continues. This, multiplied by the 50+ brands that have their product listed on the website. Indeed, a plethora of options to choose from.


Image: pixabay


With the dawn of digital media, which intends to simplify the ease of purchase, it is hence of crucial importance to improve this Digital Customer Experience. Important metrics and parameters come into picture when talking about measuring the ROI of digital customer experience. Metrics such as the CTR, Bounce rate, Net Promoter Score and so on. The important thing to note is that the customer should be provided not just a satisfying but a value worthy experience at each touchpoint.

Offline and online customers have different needs and different expectations.


Image source: Superoffice

Companies are pumping in a lot of effort and resources in improving this digital customer experience. Even a few seconds of customer time wasted could lead to a huge bounce rate. It is important to harness technology at its best to understand and breakdown data obtained from the customers visiting the website/digital interface.


Certain important steps in this direction could be to monitor the purchase and browsing history of the customers and providing related and relevant products according to those observations. It is no longer about just providing some discount coupons on purchases. Next, is to create an emotional connect with your customer. The best example with respect to this is that demonstrated by Zappos. When a customer delayed the return of a pair of shoes due to the death of her mother, Zappos took care of it personally. The return shipping and courier was arranged along with a bouquet of flowers with heartfelt condolences by the service team

Third is to integrate contextual help in the form of content marketing and FAQ list. This shall not only help from an SEO perspective in building a web of internal links but will also enhance the consumer journey.

In order to implement each of the strategies listed above, it is important to segregate the website according to the funnel intent of the consumer from – Awareness, Interest, Desire and Action. Although, there is much more to the Digital Funnel now, as shown in the figure:


Another important concept to consider while looking into enhancing the digital customer experience is the UI/UX design. The recent factor considered from design perspective is of infinite scroll vs. pagination. Infinite scroll is the design that allows a user coming to the landing page to continue scroll until all the products/elements are listed on the PLP (Product Listing Page) or CLP (Category Listing Page).


Pagination on the other hand is when the customer gets an option to view the products or display elements page-wise. Infinite scroll is best used when there is user generated content being displayed on the website. The most common example of this being Facebook, Twitter, Pinterest, Instagram etc. On the other hand, pagination is used when there is a goal oriented activity. This occurs commonly on the E-Commerce websites when a user wants to purchase something, or on lead generation websites such as those of the magazines and banks.


Hence it can be clearly deduced that when one wants the consumer to come back and exactly go to the page where it left early to complete the funnel of AIDA – AWARENESS, INTEREST, DESIRE AND ACTION, it needs to be a paginated website.

On the other hand when the purpose of the website is to keep the user engaged by showing one piece of content after the other, infinite scroll comes to the rescue.


Conclusion:

The intent of the consumer is different at each level of touchpoints and interaction. It is hence very important to understand this intent and design the UI/UX of the website in such a way that it caters to the different needs of different consumers, coming from different platforms and on different levels of the website. Amidst the onset of the digital in full throttle, it is also important to remember that the integration of digital that is online with offline should not be ignored and should be leveraged to the fullest. Sales and services belonging to both online and offline customer should be thoroughly planned.

 

This article has been authored by Nidhi Gandhi from IMI Delhi

 

Resources:

1. https://www.superoffice.com/blog/customer-experience-strategy/

2. https://hbr.org/2015/11/what-a-great-digital-customer-experience-actually-looks-like

3. https://www.ngdata.com/measuring-customer-experience-success/

4. https://www.usertesting.com/blog/2016/05/19/customer-experience-metrics/


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