As we navigate through a world in which the online persona of your business matters as much as (or perhaps a little more than) its offline one, strategizing your customers’ digital experience becomes vital to accelerate your organization’s digital transformation. So, what then is the range of this digital experience? Picture your customers browsing through the website of your business, scrolling through its app, and following its social media pages. I’m sure you will agree that the last thing you want is customer complaints about fragmented interfaces and far-from-smooth interactions.
With that in mind, I’m penning down this blog wherein I am going to share four ways in which you can improve your customers’ digital experience:
Adopt user-centred design processes
Design thinking is an ‘outside-in’ approach to understanding what customers really need. User-centred design entails deep research about users’ habits and preferences, including their interactions with the product and vision of how it ought to function. In this process, designers involve users in the design process via multiple research methods to create highly relevant products for them. A UX design strategy is a detailed plan to align a company’s brand identity with the anticipated user experience at every customer touchpoint. So, a well-thought-out UX strategy can definitely make for an enhanced customer experience.
Imagine consistent, intuitive user interfaces with plenty of white space, neatly placed elements and accessible data that make for easy navigation for customers. That calls for skilful UX and UI engineering!
Unify customer experience across digital marketing platforms
Ideally your business should be optimized across an array of digital touchpoints. Customers should be able to interact with your brand in a uniform way, wherever the brand features online. The mobile app and website experience of your brand should be uniform and communicate the same messaging. This is sure to make digital customer experience omnichannel and seamless. Your brand will earn a reputation for putting customers first, enjoy a positive overall brand perception, and eventually experience a viable competitive advantage.
Document customer experience
One way of going about this is mapping relevant customer journeys. A customer journey map is a visual representation depicting a customer’s complete experience with your brand. When a customer interacts with your business on their device, both parties experience a digital customer journey. Once you leverage customer thinking, you can identify and digitize the most significant customer journeys, ultimately bridging gaps between systems, processes, and people.
Allow me to wrap up my ideas about digital experience engineering you have read about so far.
The fact of the matter is that new-age customers aren’t easily impressed by average application features. There isn’t a one-size-fits-all solution for this, but overall, it is important to consider user-focused design, omnichannel digital marketing, creating customer experience documentation, and peer product management.
All in all, by devising the right design and business strategies as well as extracting and leveraging critical customer insights, your business has an excellent chance of heightening your customers’ digital experience. Digital experience engineering can initiate customer transformation and subsequently fuel business growth that goes hand in hand with end-user satisfaction.