With companies like Amazon raising the bar up every now and then, even your organization should create strategies that ensure a synergy between customers and your company. So here are some of the modern digital plans that you can execute to provide your consumers the best experience.
1. Your Digital plan should complement the traditional process
Whatever you make or decide you must keep in view your company’s value and current tradition. Most firms make the mistake of haphazardly introducing an app or technology that drifts away from the core or is completely irrelevant to the cause. Your company has to make or introduce something which directly benefits the consumers and also adhere to your values.
For example, to make the payment process simpler, at your brick and mortar store, you can easily introduce an online payment app so that your customers can save time—which is one of your mottos—and have a seamless personal experience.
The Starbucks app is a great exhibit of this. If you check the numbers, 7 million sales are done via their app even though the coffee is still served and sold in the traditional way. But, the idea has certainly been useful for the company and its customers. Even Hilton allows its loyal users to select a room via their app when they book with them.
Your team should come up with a similar plan to provide buyers that extra bling the next they shop with you.
2. Using technology to customize customer experience
70% of customers want personalized shopping experience: Source
Shoppers love it when you offer them ‘customized and personalized’ experience. This is one of the best ways to grasp the attention of your buyers. By doing surveys and technology like co-browsing, you can understand what the actual taste of your consumers is and make a strategy on that particular data itself. This will allow you to understand your consumers better and would promote greater conversion rates.
Just make sure you have enough data to shoot out personalized group e-mails, alerts, or notifications so that you can charm a particular set of viewers.
Just try to figure out these things first before making tailored made e-mails:
- Location and demography of your possible consumers
- Age bracket
- Taste and buying pattern
- Interests and likes
- E-mail ids
3. Understanding what the customers need
9 out of 10 of the world’s top hundred brands have a mobile app: Source
If you want to jump to the digitalization bandwagon, make sure to take a survey first and check out what your consumers need. If you have an existing online community, then a survey won’t hurt. You must ask questions like these to your shoppers and followers:
- In what channels or mediums, you want to connect with us?
- Would you prefer to use an app?
- Will you like self-serving?
- Should we offer 24×7 support and sales?
- What technologies and systems would you like us to have?
Although the data will be raw, but you will still get a good idea on what you must make and create to serve your shoppers. This will allow you, later on, to optimize customer experience.
4. Identify the channels yourself first and provide cross-channel linking
Since digitalization is too big to ignore in this era of ‘customer first’, you must start identifying the channels you can use. Here two things matter the most—what your customers are comfortable with and what’s your budget for digitalization.
The service that you provide must be seamless and it must be as per the demography of your shoppers.
53% of consumers in U.K have changed brands thanks to bad usage of digital channels by businesses: Source
Companies can connect with their shoppers via various means, but that doesn’t mean they must do it with all. Strategies that they pick and choose are as follows:
- E-Mail marketing
- Online website
- Automated Calls
- Text Messaging
- Social Media
- Web Chat etc.
Apart from this, your organization must also provide cross-channel support to your shoppers so that everyone in your company can have all the data they need when they have to talk to a consumer. For example, having a customer’s preference, case history and previous complaints etc. handy can be pretty useful for all your departments.
5. Using Social Media and Tools
Online sales in U.S. will reach $ 500 billion by the year 2020: Forrester Online Retail Forecast
Since there is so much at stake, you cannot put your guard down for one single second. Thus, you always have to be active on Social Media too, where the world lives these days. It is a must and it is one of the most fruitful ways to interact with your shoppers. With nearly two billion people using social networks, you cannot ignore the benefits of connecting via this medium.
Your buyers can use social media to connect with you and give out their reviews, opinions, suggestions, feedbacks, complaints, and compliments through it. Apart from that, you can even use social media to promote your company. Social media can also act as a great channel where you can convey your offers and notifications to all your followers.
Also, you can easily rely on tools and applications too if you believe you want to break down the barriers to proper communication.
Using the traits of digitalization and technology can certainly provide your shoppers the seamless experience that they seek from your side. It could also enable your team and employees to serve your buyers better—and in the end, help you to map and create a better framework for substantial growth of your business.
About the Author
Sawaram Suthar is self-motivated digital marketing consultant and growth hackers. He is founder of Jagat Media – a digital marketing agency and marketing head at Tagove live chat. He helps small & medium and big enterprises to increase their ROI and overall business. Reach him @sawarams or his blog thenextscoop.com