The customer doesn’t care about you, your product or your company. They care about themselves and what they want to achieve, that’s why a strategy for digital customer experience is so important.
Businesses and salespeople assume that the customer cares about them, their product or their company. They’re wrong. The customer only cares about themselves and what they want to achieve
So why do so many companies still make the mistake of talking to their customers instead of with them?
Why do we try to sell people our products rather than solve a problem that is important for them?
Stop selling!
Start helping instead!
The importance of customer experience
Help the customer solve their problems and they will buy from you without even thinking twice.
The best strategy for digital customer experience is to create a journey path for your users that gives you preference over your competitors
Digital customer experience is the new battleground for companies, and you need to stay ahead of your competition.
When it comes to digital customer experience, there is no one-size-fits-all solution.
You probably already have some ideas on how to create an amazing digital customer experience, but you might not be sure if those strategies will actually work for your business and achieve your goals.
A journey path helps you define the best strategy for creating a great digital customer experience that gives you preference over your competitors and improves your ROI through increased revenue, reduced costs, or both.
It answers key questions like “What do I want my customers to feel?” or “How can I make my customers happier with our product/service?”
The answers to these questions help develop a journey map that shows users where they are now in relation to where they should be at each step along their journey towards conversion (or whatever goal you set).
Provide ease and convenience
Make it easy for customers to find your brand and begin the customer journey – improved customer experience
The customer journey is a process that starts before the customer even knows you exist. It’s difficult to capture and measure, but we can all agree it’s important.
- How do you make sure your customers find you?
- How do they know who to trust?
- How will they understand what problem your product solves for them?
This is because most brands don’t have a clear digital strategy or they don’t know how to execute this. They might not even understand what their customers want, so they can’t give them what they need.
Solve these problems by creating an all-inclusive digital marketing plan that helps you increase your website traffic and conversion rates.
Build customer trust through content marketing, optimize your site for search engines like Google, generate leads with social media marketing, sell more products online with pay per click advertising (PPC), manage email campaigns, create videos that convert viewers into buyers and much more.
How to plan a customer-centric strategy for digital transformation
Digital transformation is a critical step in the evolution of any organization. However, implementing this strategy can be difficult because it requires an overhaul of your current business model and culture.
The digital world is changing at an incredible pace, and companies are struggling to keep up. Companies need to transform their business models in order to thrive.
Many companies decide to ignore digital transformation until they are forced to change by competitors or market pressures. This is often too late for these organizations, which means that they’re at risk of being left behind by their more innovative peers.
Most of the time, digital transformation efforts start with a big bang approach. They fail because they focus on new technology first instead of on how customers will interact with these technologies
Why it is important to have a good digital customer experience
Instead of waiting for problems to arise, you need to plan ahead so that you can transform your company into a customer-centric organization before anyone else does it for you.
You will learn how to plan a customer-centric strategy for digital transformation.
We show you how to create a customer-centric strategy for your company’s digital transformation by using a human-centred design process that focuses on the needs of your customers and employees before introducing new technologies into your organization.
Leverage data insights from various sources, including online behaviour, purchase history, demographics, and more to gain new insights into your customers’ needs and behaviours
You want to use data insights to improve your business, but you don’t know where to start.
Data is a powerful tool that can help you better understand your customers and make informed decisions about how best to serve them. But it’s also hard for small businesses with limited resources and time to collect, analyze, and apply the right data at the right time.
Rethink the digital customer experience
Today’s customers have high expectations when it comes to the digital experience. They expect a seamless user experience across all channels, from desktop and mobile web to social media and messaging apps.
The good news is that you can deliver an exceptional customer experience with today’s technology – but not without help.
A new breed of multichannel engagement platforms has emerged that enable organizations to deliver more consistent brand experiences across every digital touchpoint, wherever their customer may be online or on the go.
Customer experience is not an afterthought it needs to be at the beginning.
Make it easy for customers to buy what they want when they need it by making sure you have a comprehensive inventory management system in place that can offer personalized recommendations based on previous purchases or browsing history
It’s a fact that people buy from brands they know, like and trust.
It’s not enough just to have the items that your customers are searching for in stock; if they can’t easily find what they want when they need it, you’ll lose out on sales and upset customers.
Make it easy for customers to set off on their buying journey and engage with your brand, website, and beyond.
Your roadmap to digital customer experience success
The following are the best techniques to help you optimize your paid channels so they work even harder for you, day after day.
Step One
Make it easy for customers to set off on their buying journey and engage with your brand, website, and beyond. The more touchpoints you have with customers the better – people are more likely to click through if they know who’s being advertised to them.
Be consistent across all paid advertising channels including social media, display ads, Google AdWords, etc., but also think outside of the box too. It can be worth investing in traditional print adverts or showing advertisements at key points in TV shows (research how this may affect people) – every potential customer needs to see your business in order for you to win them over.
Step Two
Make good use of Google AdWords’ enhanced campaigns feature. This enables you to merge search and display campaigns – meaning advertisers can run cross-channel paid ads, analyze data from both channels in aggregate, and have full control over how their budget is spent across the two platforms.
You may find that running a successful search campaign then will naturally boost your display campaign’s performance too – just be sure not to ignore the latter entirely when planning your advertising strategy.
In addition, look into integrating Google Analytics with your Google AdWords account so you can easily monitor conversions without having to jump between different platforms for this kind of information. Don’t forget about Bing Ads either It’s a great alternative if people are not searching on Google.
Step Three
You should also consider retargeting your customers. Retargeting is a fantastic way to reengage with people who have previously visited your website, taken certain actions on it (e.g., added products to their shopping cart but didn’t complete the checkout process), or gotten so far through your sales funnel that you want them back!
This is done by using remarketing lists for search ads, which are ideal if you already have existing web pages ranking well within search engines – pull in organic traffic too! Plus don’t forget about other forms of advertising such as display adverts alongside relevant content and incentivized referrals.
Step Four
Have a clear understanding of your customers and their journey. It’s important to identify and track everything that affects the customer journey you want them to take, e.g., various events (e.g., date of birth), how they came to be interested in your brand (referral, paid adverts etc.), when they’re ready to buy, etc.
Your marketing strategy should be laser-focused on optimum performance for PPC ads – use landing page testing tools such as Optimizely or Visual Website Optimizer so you know exactly where visitors are dropping off and why, and try different versions of pages in order to find out which works best.
Step Five
Ensure good quality scores. Google AdWords has an algorithm in place that examines all aspects of a campaign including click-through rates, the relevance of keywords, ad copy and landing page quality before determining your Quality Score.
When you optimize campaigns for this metric it tends to improve the overall performance on AdWords – ensure that you have enough data available first before making any changes though or else they’ll be fruitless. You can also save time by optimizing for conversions rather than clicks.
Step Six
Try geo-targeting your audience . Geographic location is probably one of the most effective factors in advertising success because people are shopping locally these days more than ever – plus they’re usually more easily influenced when it comes to buying something new too.
Think about where your target customers live based upon what you know about them (e.g., age ranges, gender, occupation, family status etc.), and use this information to run relevant PPC campaigns in order to win them over.
There’s Google AdWords location targeting, Bing Ads geo-targeting, and even the option to sign up for a dedicated local campaign on Facebook too, although it can be quite expensive.
Step Seven
Keep audiences engaged throughout every part of the customer journey. It’s important that you keep people interested in your brand or products from start to finish – and the best way is by using different forms of marketing (e.g., social media ads, advertising programs like Google Partner, content marketing efforts such as blogging).
It’s also worth boosting posts on social media networks such as Facebook and Twitter too; we’ve written more about how to use Facebook advertising effectively elsewhere.
Step Eight
Consider using Google Dynamic Remarketing. If you already have an eCommerce website with lots of products, this is a fantastic way to generate sales for new and returning visitors through personalized recommendations on the SERPs. It’s not just for AdWords either – try it on Bing Ads, or even your YouTube videos too if they’re designed for eCommerce purposes (e.g., tutorials etc.).
It requires some technical knowledge but is relatively straightforward once you get started.
Step Nine
Remember that 5 cents per click are the average price in 2020. The CPC may vary between different countries, types of search ads, product categories, clicks/screen views etc., so don’t forget to check out what others are paying to get a feel for what’s going on.
You can also use Google AdWords Express as a way of getting started quickly and easily, but make sure you choose the right keywords first unless you want to pay over the odds.
Step Ten
Write compelling adverts that people want to click on. This is where headline features come in – they should be compelling enough to make people stop scrolling down their search engine results page (SERP) so they’ll click through to your landing pages instead.
Use these headlines wisely because it affects Quality Score too which is important for costs; there are several tools available including Serpstat, SpyFu, SEM Rush etc. Not all SERPs work in this kind of format though – some just show headlines.
Step Eleven
Keep content fresh and relevant. Without a constant flow of new material, it’s easy for your website to become the most neglected one on the Internet, therefore affecting sales as a result.
It’s worth carrying out some brainstorming sessions with colleagues or friends who know about your industry in order to come up with fantastic ideas, and you could even consider using a tool such as Curata, Scoop it, MarketMuse etc., which provide valuable data on what readers want from your content too.
Final thoughts
When it comes to digital customer experience, there is no one-size-fits-all solution. Every business and its customers are different and that means every strategy has to be customized for the individual company.
But what we know is this – you can’t put off thinking about your digital customer experience any longer if you want to stay competitive in today’s society.
