February 14, 2020

Digitalizing the Customer Experience for Greater Brand Success

Did you know that nowadays about two-thirds of companies compete on customer experience? That’s up from 36% in 2010. There’s a reason for that - it’s good for business; that’s because customers are prepared to pay more for a better experience.

Digital solutions are giving businesses the power to create powerful customer experiences. But it’s about more than just customer experience. It’s about usability, wherever someone connects with you. That’s why it’s so important to create digital solutions that, instead of frustrating users, delight and engage them. Creating a great experience means you benefit much more from your digital touchpoints. As a result, your business looks better and people enjoy interacting with you. Your sales rise and customers go away more satisfied. Just as importantly, they keep coming back.

Your customers can probably get the same product or service from a bunch of other companies. The big differentiator is how enjoyable you make it for them to interact with you along the way. For B2B services and digital products, the customer journey is critical to built successful partnerships with both existing and new clients. As a company,  you should make sure that everything you offer has the best experience possible from engagement and onboarding to conversion and retention. 

Right now, digitalization is giving organizations, big and small, all the tools that are necessary to create an exceptional end-user experience. However, because technology is everchanging, it can overwhelm companies looking to give the next step in their digital process. The fact is, that technology is giving every type of company new ways to improve the customer experience, compete better in their marketplace, and reach their business goals faster.

So it’s important to get real expertise from people that know what they’re doing, whether it be from within the company or an outside party. Of course, at Bons we can always help you out 

Customer experience vs user experience

They might sound pretty similar, but customer experience (CX) and user experience (UX) aren’t one and the same. While customer experience reflects the sum of all the interactions a customer has with a company, user experience is all about how easy those interactions are. With the right tools, you can measure this via success rate, abandonment rate and clicks to completion. 

Good UX is all about how easy it is for users to find information and complete a task on your website or application, while good CX is when a customer feels positive about the company, product, or service in general. 

There’s plenty of evidence out there to support the benefits of delivering a great experience. A report by Forrester Consulting found that companies that are experience-led enjoy 1.6 times higher brand awareness, 1.9 times higher order value, 1.9 times return on investment, and 1.6 times higher customer satisfaction rates.

The good news is, there’s plenty you can do to influence customer experience through digital. 

Digital customer experience trends are delivering results

‘Word-of-mouth’ recommendations have always been one of the most important ways of marketing a business. All that’s changed today, is that ‘word-of-mouth’ happens digitally - in the form of social media interactions. 

If customers aren’t finding you through ‘word-of-mouth’ recommendations, then you can be almost certain they’re finding your website and online presence. As a result, it is extremely important to be consistent across all the digital touchpoints. We can help you spot potential issues and bottlenecks and review existing websites, applications, and processes to ensure they are working together seamlessly. 

As companies everywhere realize the power of digital, more is being invested in the digital customer experience. Mobile, in particular, is one area where companies are seeing big gains, as more firms conduct relationships with business partners via mobile devices. 

Ready to learn how to improve customer experience?

At Bons, we look at the whole digital customer journey and business model, identifying your audience, defining what they need to do when interacting with you and the best way to do it. From acquisition and engagement to conversion and beyond, we’ll analyze every step of the customer’s journey in the search for opportunities to optimize the user experience. 

Of course, you’ll be involved in every step of the way. We won’t do anything without liaising closely with you. From web design, product design and implementation (either for websites or web applications), we’ll deliver insights into why users engage with your brand and products, and, just as importantly, why they don’t. Ever wondered about all those users who created an account but never came back? Or why users suddenly give up during the onboarding process? The tools are there to help you find the answers to those questions. It might be something as simple as a slow loading page, but until you know that, you can’t do anything about it. 

Deliver the ultimate customer experience

The customer’s impression of your brand is made up of many different touchpoints and digital transformation is all about improving those interactions and delivering consistently excellent experiences throughout the customer journey. Digital gives you the power to do this in the most effective way for your business model. 

The outcome is that you attract more interest, gain more customers, win more business and keep customers coming back - everything you need to be successful and compete better in your industry.

By 
Leo Zakour