It’s becoming clear that in order to build a successful digital brand, customers should be at the centre of your strategy. In a study by Deloitte 50% of consumers say the overall enjoyment of their experience is important in their decision to buy a product or service.
The customer is always right still applies, but is it enough?
1. Delivering unique experiences no matter the device used
A recent study by Bain & Company reported 4% - 8% extra revenue growth for companies that excel at customer experience (Bain & Company). Customers expect a seamless journey and frictionless experiences across multiple devices. Any delays or errors can have a negative effect and long-term impact.
2. Building long-term relationships and loyalty through engagement
As a digital-first business you have to recognise the importance of listening to your customers and move well away from the traditional ways of working. Find out how customers would like to engage with you and devise an appropriate communication strategy.
3. Making your digital content accessible to all
Compelling content is required to enhance digital experiences for your customers. However, not every user can enjoy digital content in the same way. For example, recent developments involving mobile apps have enabled people with different capabilities to easily navigate online and take full advantage of the internet despite their disabilities.
To become a truly customer-centric company you must meet your customers’ true needs. The New Sales Imperative research found that a “proactive, prescriptive approach increased purchase ease by 86%”. Using prescriptive content to present concise product offering and capabilities can help enrich customer trust, making the overall purchasing experience memorable.
Right now only 7% of brands are exceeding customer expectations, and few companies feel confident in how they’re improving customer experience.
In a world where customers are presented with endless choice, brands creating delightful, fast, and easy customer experiences are much more likely to succeed. Ultimately, that’s what being customer-centric really means.