Whenever customer experience professionals are asked how
important it is to improve their digital experiences, they affirm that it is
absolutely critical. But, there is still an ongoing struggle to identify what
digital experience improvements they need to make.
Customers today need to have great experiences when they
interact with an organization's digital presence, but what can businesses do to
improve digital experiences? A new report from Forrester Research, “Top
10 Ways to Improve Digital Experiences,” shares 10 pieces of advice:
10. Flex
Your Analytics. A factual basis can be established for understanding where
visitors go inside a website or app as well as what they do.
9. Conduct
Expert Reviews of Digital Touchpoints. There’s user data and then there are
“heuristic reviews,” where experts — who can either be users meeting the
characteristics of targeted users or usability experts — try to accomplish
specific customer goals.
8. Reach Out to Customers.
Get feedback from the people who are encountering the digital experience,
with data is derived from surveys, customer feedback forms, emails, support
calls, chat sessions and social media posts.
7. Adopt User-Centered
Design Process. This involves customer research, idea-generation and
iterative prototyping.
6. Take
Advantage of the Inherent Characteristics of Digital Touchpoints. This
provides the sane advice to use the features — and the size of the screen — of
your targeted device. These can include interfaces that are optimized for a
touch tablet screen or real-time data in a mobile app that changes content or
offers based on location.
5. Get Outside Help
When and Where You Need It. This includes tech help as well as specialists
for, say, researching customers in their native environments.
4. Plan for the
Post-Launch. This is often overlooked for how those great features and
customer feedback are going to be maintained over time.
3. Bolster Your Brand. This is a common focus of companies looking to enhance the
digital experience. But this distills the wisdom down to understanding your
company’s positioning or supporting brand attributes in what is seen and done.
2. Measure
Digital Touchpoint Performance Against Business Metrics. This offers the advice
to figure out business objectives, ways to get there, how to measure customer
response from all digital and non-digital channels and ROI.
1. Unify the Overall
Customer Experience. This is a hot topic, as companies and their agencies
try to present a unified experience across channels, which means a data
consistency about the customer’s interactions and a consistency of feelings
about the brand.
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