This simple routine has, unbeknownst to us, changed drastically over the years. Your Apple watch or Garmin wakes you up, your electric toothbrush helps you cleanse your teeth, you’d measure the calories you’ve burn during your exercise either at the gym or on your Peloton bike, pick up your pre-ordered breakfast from Deliveroo or Foodpanda as you set off on your Uber to get you to work. Every facet of our daily routine is in some way or form providing a digital way of assisting us with the task and capturing immense amount of data. That is Digital Revolution at work.
The excitement and anticipation as we waited to see the next piece of unpredictable chaos was electric. These straps are all hand-made from our two good friends in Saigon, who are leather-makers, singers, and entrepreneurs. Also remember that money spent on traveling and experiences is always a better investment than buying new gear (if you don’t need it).
The whole idea behind innovative companies like Uber, FoodPanda, AirBnB, LinkedIn, Peloton, Kindle among others is to somehow leverage the power of digital media to provide value to customers. This will continue until each and every thing is linked together to provide a seamless experience. I’ve mentioned LinkedIn above as an innovator because it has derailed the traditional lower and mid-tier recruitment firms by allowing candidates to directly interact with the hiring managers and likewise for small to large organisations looking to scout talent in the region.
Five ways to leverage digital to improve customer experience:
- Providing information online: An informed customer is a smart customer – transparency is key when it comes to products and services offered. Customers will appreciate detailed explanations and reach out to you with specific questions which helps you reduce your inbound call and email volumes.
- Strengthening your relationship with customers: Listening to your customers on social media channels helps the organisation provide solutions and suggestions which might be helpful for others too thereby creating a community of followers and supporters. Developing an online community is key – Companies like Apple and Amazon leverage this to get questions and issues resolved among customers without them ever reaching their service representatives.
- Leveraging data to tailor services: Online interactions generate a lot of data which can then be used to provide personalised recommendations, solutions and services. Again, Amazon does this well with its ‘Recommended Products’ section which leverages customers browsing history.
- Embracing Automation: Gradually automate facets of your customer journey to improve speed, accuracy and efficiency. It also helps boost customer experience. A recent Accenture survey revealed that 84% of respondents said they preferred interacting with computer-based applications rather than human advisors due to their 24/7 availability. The report also revealed that, 68% of respondents said that automated applications were faster to engage, and 64% said they communicated more politely. Although the quality of service was a valid concern about automation in the past, we’re now at a point where many consumers actually prefer this approach.
- Providing value: Every step towards digitising should add value to the end customer either by enriching his/her experience by allowing a faster transaction or easier access or clarity in information making their journey with us memorable.
In conclusion, this digital revolution is here to stay and will affect each and every industry and organisation whether we like it or not. We all remember what happened to Kodak when it refused to adapt itself to the era of digital photography, don’t we?