Article

7min read

How to Deliver “Wow” Digital Customer Experiences

Customer centricity might be one of the buzzwords of business today, but the demand for good service is hardly new. So why does it suddenly matter so much nowadays?

In our rapidly-changing, technology-driven, multichannel society, the product itself is no longer the sole reason for a customer to interact with your brand. The entirety of the purchasing process is crucial, as it shapes repeat purchases and customer loyalty, lifetime customer value and broader engagement with your brand. As we’ve seen when discussing the experience economy, experience matters – and if you can create this layer of value beyond the mere acquisition of your product, you can get ahead of the game.

Multichannel means both digital and physical touchpoints: e-commerce stores alongside physical stores, AI-driven service tools alongside customer call centers. Mastering all of these is essential, but where in-person experiences can be managed on an individual and human-controlled basis, digital experiences rely on technology in the back end and the user journey mapping your team has established when building your website and mobile app.

Given the autonomy with which customers approach digital interactions with your brand, ensuring your online channels are operating smoothly, the transaction and checkout process is clear and bug-free, the page load times are imperceptible, and key information like shipping and returns policies are readily available builds the bare-minimum experience that customers now expect. The next step is to ramp it up and add the “wow” factor.

Customers now expect “wow” experiences when shopping both online and in-person
Customers now expect “wow” experiences when shopping both online and in-person (Source)

A great way to knock the socks off your customers is by personalizing their experience, leveraging the power of data to curate an exclusive and relevant interaction for them each time they visit your site. Think about tailored product recommendations and discount offers or content that’s targeted to each visitor’s unique desires. If you nail personalization, you’ll also go a long way to nailing retention and repeat business: according to a report by Accenture, 91% of consumers are more likely to buy from companies that remember them and provide relevant offers. Not convinced? On the flip side, 74% of customers get frustrated when content has nothing to do with them. Is that a risk you’re willing to run when it comes to how your brand is perceived? Bottom line, bring the “wow” or your customers will go elsewhere.

How to go from functional to “wow” customer experiences

In previous posts, we’ve explored the notion of experience optimization, and that’s your starting point when it comes to customer experience. Here we’re referring to smooth, glitch-free transactions on functional websites with clear CTAs that drive conversion. It’s the bare minimum required in the e-commerce space today, and it’s driven by a continuous feedback loop founded on A/B testing and leveraging customer data to ensure your platform is always optimized.

The bare minimum might keep your business viable, but if you want to go to the next level, experience innovation is the next step toward CX that makes your consumers go wow. Competition in the online shopping space is intense and the leaders secure their advantage by investing in innovation and going beyond the basic transactional elements of product acquisition.

Experience innovation is key for wowing your customers
Experience innovation is key for wowing your customers (Source)

Put optimization and innovation together and what do you get? That “wow” experience that puts you ahead of your the competition and keeps customers coming back for more. It’s an improve, adapt, anticipate process flow that typifies this dynamic:

  1. Improve: Start with basic UX improvements to your website to increase your conversions.
  2. Adapt: Learn and streamline your process so that the team can focus on efficiency and what drives value.
  3. Anticipate: Surpass your customers’ expectations by creating agility in your optimization, experimentation and innovation approaches that enable creativity and sparkling results.

Being meaningful and memorable seems like a no-brainer of a strategy, right? Personalize, optimize and innovate, and you’ll be top of mind in your category and driving conversion and revenue all the way to the bank.

Three keys for ramping up your customer experience

1. Data-powered customer insights

Knowing and understanding your customers is essential to recognizing – and eventually anticipating – their needs. The best approach to building this understanding is through a solid data foundation that will allow you to collect and analyze data about customer behaviors and trends. Customers trust brands that protect their personal data, so being transparent about data collection and use, and setting up a robust approach to collating and processing that data, will ensure that you retain that all-important trust factor while building a workable infrastructure that serves your optimization and experimentation roadmap. From here, you can understand customer intent: what they’re looking for, what their needs and wants are, and how you can tailor your offering to meet and exceed these expectations. When you get to the point where you know what your customers want before they realize it themselves, you’ll be poised to deliver that next-level experience.

2. Create a personalized experience

Your data foundation will also drive your personalization efforts and help you go far beyond that name in a direct email. Given 48% of consumers spend more when their experience is personalized, this is another sure-fire strategy to knock your CX out of the park and deliver returns to your business as well. UK-based beauty retailer Fragrance Direct used personalization to great effect during the holiday period, designing a “Fragrance Finder” tool that provided tailored product suggestions in response to a series of questions about the user’s needs. By then targeting site visitors with a “Searching for a gift?” CTA, the brand leveraged high-traffic shopping periods to both fulfill their customers needs and optimize their experience. This personalized approach delivered a 10% increase in user conversion during peak shopping periods alongside an exceptional experience for Fragrance Direct’s customers.

3. Deliver superior interactions through omnichannel coverage

Omnichannel strategy comprises brand touchpoints that cover both in-person, in-store interactions and online web, mobile and social retailing and exchanges that are powered by data, tools and AI. According to Harvard Business Review (HBR), this strategy is built on the notion that shopping experiences across multiple touchpoints – both brick-and-mortar and online stores – not only differentiates retailers from their peers but gives them an advantage over single-channel businesses. Enabling your customers to engage with you whenever and however they feel like delivers better returns. By powering these experiences with tools like chatbots, self-service and human-driven help centers, you can keep customers coming back again and again.

Fuel customer loyalty by optimizing shopping experiences across multiple touchpoints
Fuel customer loyalty by optimizing shopping experiences across multiple touchpoints (Source)

Take the example of OUI.sncf, the European distribution channel of the French railway network, whose team used the AI-powered exploration assistant to support travelers’ itinerary planning and provide personalized suggestions for those with high interest scores. The tool not only delivered support to site users when ticket counters were closed, it also drove a 61% increase in web responsive and a 33% increase in desktop conversion rates for online shoppers.

Innovate and optimize your omnichannel strategy

To be completely blunt: Customers don’t care about the tiny details of your digital process and platform until those details impact their experience. It’s the experience that wows them and keeps them coming back again and again, so building out an omnichannel strategy around brand interactions should be the core of your focus. A study from HBR found that omnichannel customers represent more value for businesses: they spend 4% more in-store and 10% more online than single-channel shoppers. From website to mobile and social engagements, to your customer support centers and in-store, in-person connections, seamlessness and continuous “wow” moments will be what sets you apart from others in your category.

Consistency also relies on constant optimization of your digital interfaces – website, mobile app, social touch points – by adopting a continuous testing approach driven by your experimentation roadmap. This perspective ensures that nothing gets left on the table from a conversion standpoint and also that customers are consistently blown away by their time spent engaging with your brand. What do you get when you put together experience optimization and experience innovation? Digital experience mastery.

Looking for more on delivering impactful brand experiences that will wow your customers? Check out AB Tasty’s digital customer journey, a roadmap to driving optimization and innovation that will take customer experience for your brand to the next level.

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Article

9min read

What Is Customer Experience Innovation?

In today’s world of fickle attention spans and abundant choice for consumers, building your brand experience is no longer something that companies could consider doing. Nowadays, it has become a must-have for anyone that wants to stay in the game.

Establishing a relationship with your customers by adding value to each touchpoint – be it via services that go beyond what they’d expect, special rewards that inspire and entice, or personal touches that address their direct needs – will be what keeps them coming back. It will also play an integral role in building your brand’s very reputation by delivering the ‘wow’ experiences that put you ahead of your competition and at the top of the class.

In recent weeks we’ve discussed the importance of customer experience optimization (that is, maximizing conversion and delivering against KPIs, as well as leveraging responsive and quick-win experimentation to ensure nothing gets left on the table). When it comes to customer experience innovation, it’s about taking that to the next level. If optimization is the bare minimum that you should be doing, innovation is maximizing the long-term value of your brand and building a competitive edge to set you apart from the other brands in your category.

In this article, we’ll cover:

[toc]

Why customer experience innovation matters

Here at AB Tasty, customer experience innovation means going beyond the product to create an exchange that delights your customers, cements their loyalty and sets the bar so high that you’re the standard they come to expect from every company they encounter. It’s also more than just optimizing to ensure you have a high-performing, functional website. When it comes to innovation, the goal is to stand out from the pack, staying ahead of your competition, to create a signature brand experience that distinguishes your business from others.

Think of Spotify. At a basic level, they’re a streaming service that offers a huge library of content that is easy to access, and simple to subscribe to with seamless payment that makes for uninterrupted listening. But Spotify is more than just an optimized service, they’re also about innovation that delivers experiences that go beyond. One example is their user recaps, which leverage data to create a personalized experience to help listeners celebrate who they are (based on what they’ve listened to) and give each individual their own story to tell. (It’s also a nifty way for Spotify to get their users to advertise on their behalf!) Spotify is also making it clear that they’re more than a streaming service: they’re the embodiment of their users’ wishes brought to life.

Spotify leverages data to create a personalized experience for their listeners
Spotify leverages data to create a personalized experience for its listeners (Source)

Companies that wrap an immersive experience around their product (as Spotify does with its year-end recaps) create a more engaging environment for their consumers that goes beyond the mere items they sell and delivers an experience that’s more than just a transaction. From Nike creating a community of fitness to Tim Horton’s gamifying its loyalty program and Oui.SNCF leveraging AI to elevate trip planning, these companies are using customer experience innovation to drive sales.

The key components of experience innovation

In 2020, Accenture’s Business of Experience report found that 77% of CEOs believe their company will fundamentally change the way it connects and interacts with its customers, and that leading companies are twice as likely to have the agility to pivot towards new models that deliver value than their competitors. Not sure on which side you fall? Let’s take a look at the key elements for customer experience innovation.

In the current environment of fast-moving technological change marked by devices and services which are never far out of reach (and thus never truly off), your brand is accessible at all times; long gone are the days when shops would close and your customers would have to wait for them to reopen the following morning. This presents a multitude of opportunities to drive meaningful interactions and engagements with your consumers alongside added value to your business. And to get there, you need to leverage experimentation.

Companies need to leverage experimentation in order to drive meaningful interactions with their consumers
Companies need to leverage experimentation in order to drive meaningful interactions with their consumers (Source)

Experimentation can be run client-side (front-facing, on the website’s interface) and server-side (on the back-end, across all digital touchpoints if necessary). Client-side testing runs in your visitors’ browsers and is limited in scope to largely aesthetic and layout measures. To dive deeper into experience innovation, you’ll need to get into server-side.

Server-side experimentation

Server-side experimentation allows for more sophisticated experiments, tests features that go beyond the surface level and is platform- and language-agnostic. It’s also a heavier lift and needs developer and tech team input; as it’s run using a website’s source code, this testing relies upon coding skills. To implement server-side experimentation, you’ll need buy-in from both marketing and product teams, and a willingness to invest developer resources into running your experiments. But you’ll also achieve more flexible and sophisticated testing, such as price sensitivity and elasticity testing, as well as testing across multiple channels.

Feature management

Feature management is a process by which developers release updates gradually, through the use of feature flags, to allow platform updates to be tested while minimizing the risk of major site crashes or performance issues when rolling out new software releases. Using progressive deployment and rollbacks, where parts of the code are removed to allow features to be toggled off and on, feature management can test multiple versions of an update to determine which yields the best result – optimizing against set KPIs – and should thus be adopted permanently. Using this approach also ensures that you nail the transition to an updated platform with existing users, delivering an elevated experience that guarantees they never look back.

Each experimentation method has strengths and challenges, but it is in their combination that their greatest power lies. By leveraging both client- and server-side testing, you are able to go beyond optimization to build total brand experiences.

Get the most out of experimentation by leveraging both client- and server-side testing
Get the most out of experimentation by leveraging both client- and server-side testing (Source)

Three innovative companies that are taking up the challenge

1. Zwift

Zwift is a multiplayer online game and fitness platform that leverages virtual reality to transport its players’ running and cycling workouts to various iconic locations around the world. Ever wanted to tackle the famous Alpe d’Huez stage of the Tour de France or the bone-jamming cobblestones of Paris-Roubaix? This is the kind of platform that can make that happen. Users connect their turbo trainer or treadmill to the Zwift app and the in-game avatars bring workouts to more than 240 miles of virtual terrain, and permit group sessions and participatory events such as the Virtual Tour de France. The pandemic saw a considerable upswing in at-home fitness, but Zwift’s innovation takes the experience of working out at home to another level.

Zwift takes the experience of working out at home to another level with virtual reality
Zwift takes the experience of working out at home to another level with virtual reality (Source)

2. Uber

Ride-sharing phenomenon Uber identified that 60% of trips in Sydney, Australia, begin or end in areas with limited access to frequent public transport. Leveraging that user insight, they launched the Uber and Transit feature in September 2020, enabling riders to identify the best combination of public transit and UberX rides to complete their journey. The feature gives passengers the ability to compare the cost and time for their trips depending on the constellation of transport methods they adopt, an approach that prioritizes customer needs without driving users away from their core service.

Uber prioritizes customer needs to offer them a better experience
Uber prioritizes customer needs to offer them a better experience (Source)

3. On

Consumers are increasingly conscious of the sustainability commitments of the brands with which they engage. Swiss sporting goods manufacturer On adopted a subscriber approach to support a business model which encourages circularity without stymying both the desire and the necessity to consume products (in this company’s case, shoes). Customers pay a US29.99 subscription fee which allows them to swap out their current shoes for new ones as often as they’d like, and also delivers On sufficient sneaker returns to make circularity feasible. The shoes are made from castor beans and can be completely recycled, giving that growing consumer base of sustainability-focused customers peace of mind whilst still serving their performance needs.

On offers its sustainability-focused customers a product that caters to their needs
On offers its sustainability-focused customers a product that caters to their needs (Source)

Want even more best-practice examples of brands hitting it out of the park? Check out AB Tasty’s guide to optimization trends. Get your copy of the “50 Tests You Should Know for Your Website” E-book now!

Collaborate across teams for continual evolution and development

We’ve already established that experience optimization is the bare minimum when approaching your brand’s online presence and commercial activities, and that experience innovation is what takes you to the next level in your category. To innovate is to experiment – exploring different configurations, layouts, price thresholds and incentives, as Jonny Longden of Journey Further told us on the “1000 Experiments Club” podcast. Your experimentation roadmap is essential to retaining your customers, recruiting new ones and growing your business.

Experience innovation is not owned by one team: It takes multiple divisions collaborating toward the common goal that is established by your roadmap. Setting up your internal organization to anticipate customer demands requires investment in your tech stack, alignment and cooperation between product, tech and marketing teams, and allocation of resources in accordance with your agreed-upon experimentation plan.

Experience innovation requires alignment between product, tech and marketing teams
Experience innovation requires alignment between product, tech and marketing teams (Source)

To maximize customer experience innovation, your teams should be empowered to be the innovators. Allocate resources and responsibilities fairly and toward efforts that the individual teams can influence, simplify the tech processes for implementation and rollout, and drive innovation around business priorities so that everyone is paddling in the same direction and the outcomes from experimentation efforts find success.