Four Drivers of Digital Customer Engagement
By Christie Flanagan on Aug 13, 2013
The web is a primary channel for conducting our businesses and even managing our own lives. More information is available to people online than ever before, and in an increasing variety of digital formats. The web has also evolved to include important new channels like mobile and social, and interactive and on-the-go online experiences are now part of our everyday lives.
These factors have come together to create customers who have more choices than ever before, more influence than ever before, and greater control over their relationships with brands than ever before. And while this so called customer experience revolution has been great for consumers, this new environment poses many challenges for businesses when it comes to engaging and connecting with their customers. To be successful in this dynamic market, it’s essential for businesses to focus on delivering engaging customer experiences that drive sales and long term loyalty.
So, what are the characteristics of a truly engaging digital customer experience?
An engaging digital experience is one that is contextually relevant. Delivering a one-size-fits-all digital customer experience is no longer acceptable or particularly effective. Instead, your customers expect you to know who they are and to understand their preferences, behavior and past relationship with your brand. And they expect you to demonstrate this by delivering an online experience that is relevant and personalized to their needs.
Social networks like Facebook and LinkedIn have also changed customers’ expectations in favor of more interactive online experiences. Visitors to your site expect to participate and contribute on your web presence and to also share aspects of that experience with their social networks. Whether through user-generated content like comments, reviews or ratings, the engaging digital customer experience now requires plenty of opportunities for social interaction.
The ubiquity of mobile devices means that an engaging digital customer experience is also an increasingly mobile experience. This requires mobile enablement of the web presence, ideally reusing existing web content and sites, reformatted and optimized for delivery to thousands of different mobile phones and tablets for anytime, anywhere engagement.
And finally, the engaging digital customer experience is a connected and consistent experience. Over the course of their relationship with your brand, your customers may go online to browse, search, make purchases, or service their accounts and a number of different technologies may be involved in supporting these different types of interaction. Your goal should be to create a connected, seamless and consistent customer journey, by integrating the different technologies involved in delivering the customer experience.