Digital transformation is a crucial factor in the growth of a business. It is being increasingly used to create enriching experiences for the customer. A report by Forbes, the World’s Most Influential CMOs Report (2018) states that CEOs must adopt Digital transformation with customers as a priority. Another research shows that 66% of the business leaders are willing to alter their business models in the next three years. Now, companies have also realised that if they aim to prosper, improved customer experience has to be the nucleus of all operations.
Customer Experience (CX) has become a very important differentiating factor in the marketing efforts of the companies. Every member of the organisation must be committed to provide extraordinary CX. Seamless web navigation, smooth app operation, expressive chatbots, 4D product preview are small examples of Digital Transformation that have brought far-reaching results in customer management.
In 2019 also, enhanced Customer Experience will continue to be the topmost priority of businesses. Here are the top 5 ways in which Digital Transformation will reshape customer experiences:
(1) Augmented Reality in Travel sector:
Companies in the travel sector all across the globe have pinned huge hopes on Augmented Reality. These companies are leveraging Augmented Reality to reform their service offerings with focus on engaging customers. A beautiful blend of graphics, sound, images and several other features are being used to replicate real-life travel experience for prospective customers.
(2) Creativity powered by data
The use of data is not just restricted to analysts anymore. Today, marketing teams are integrating data in their marketing campaigns so derive more results out of it. Use of data helps them to deliver the right content to the right person at the right time. The teams of data analysts and marketing professionals will cease to be different and 2019 will witness a trend wherein all the team members will be trained in analytics to design the campaigns better.
(3) Personalisation
Every customer wants to feel special and recognised. Personalised services goes a long way in enriching a client’s experience and enhancing loyalty. Technologies such as Artificial Intelligence and Machine Learning can very well read the preferences and tastes of the customer. This will help companies to offer services and make personal recommendations. Carnival Cruise, a global cruise company leverages this with the help of a wristband. This provides customised directions to travellers, suggests events and sessions according to the traveller’s taste and creates an environment wherein a customer feels like a king.
(4) User-generated content
Nowadays customers have started showing lesser response to campaigns if it’s monotonous. 2019 will be the age of user-generated content. It is very important for customer satisfaction that they also feel connected with other customers of the same product/service. There are Digital channels that enable B2C companies to offer an open platform for customer to exchange their experience, share images, opinions and generate rich information. Many companies will be seen adding a community page on their portals so that prospective customers can get a sneak peek of the products through existing customer interactions.
(5) App access
More than 50% of the world uses the internet and half of them are adept with social media. Out of these, the most important feature in the penetration of smartphones. Companies are realising the potential of smartphones and almost all the companies have now come up with their apps. With apps, the customers feel in charge and can access any help and information 24*7. No calling customer care, writing and checking emails, or checking varied sources for information. Everything is right there. This independence does a lot to enhance customer satisfaction, engagement and retention.
(6) Account-based Marketing
Account-based Marketing is a marketing approach which focuses first on customer engagement and then on sales. This is a nascent phenomenon and but is expected to pick up in 2019. A research by e-marketer found that almost 70% of the B2B organisations have opting for ABM practises. ABM is not just a marketing tactic but a holistic process which involves integration across teams to deliver superior experience to the customer. This involves personalization based on engaging content, customised to business requirement and the persona of the customer.
(7) Data safety will be paramount
Enhanced customer experience just doesn’t mean engaging a customer, it also must focus on retaining a valuable customer. One of the first step towards this is ensuring data safety. The business are now seen to have increasing their focus on ensuring safety of customer’s data. The data safety protocols, compliance with GDPR must be in place, there must be internal controls and training in place to ensure that customer’s data is safe.
