Digital Consumer Experience
There’s so much more to digital consumer experience than merely gathering feedback. It entails concentrating on customer insight and following up with action. It takes much more for UAE business than just setting up an easy comment section on your website to have a successful digital consumer experience strategy.
Different UAE companies utilize feedback from consumers in diverse ways, for instance, the collection of data or converting insights into action. Nevertheless, there are several distinct stages that must be passed through by an organization to improve its digital customer experience. It’s important that they fully identify and understand these phases to make sure that they get the desired result.
Companies always talk about the consumer experience. They invest lots of energy and time analyzing it and brainstorming on ways it can be improved. However, people frequently think that user experience and consumer experience are the same things, but they are not. In broad terms, user experience emphasizes user-friendliness – for instance, websites, apps, and other digital channels. On the other hand, customer experience focuses more on the multichannel consumer experience as part of the overall strategy of the UAE business. It is based on the company’s brand values and guarantees that all points of customer interaction are aligned to link the journey that a consumer passes through so as to accomplish the objective as well as possible.
Take a look at digital channels with this in mind. For instance, when a customer visits your website, for them to achieve their goal, there are several steps that they must pass through. Your aim as an organization should be to make this journey as effortlessly as possible and to shine in the areas that are mostly essential. If you approach the digital consumer experience from the perspective of a user experience, you are bound to miss several important issues.
It is imperative to keep in mind that shaping the digital experience isn’t merely a project on the side – it must form part of the whole consumer experience strategy. By this we mean that focusing on the consumer isn’t just a project assigned to a specific department, everyone in the organization must put all hands on deck to ensure that the overall objective of the company is achieved.
More than ever, consumers are nearer to your business, with countless multichannel interaction points. Even the traditional outlets that are offline are beginning to increasingly embrace online activities and digitized processes – just visualize all online and self-service sales. In the same way, once customers pass through these processes and encounter challenges, they will most likely go to your competitor. Developing a loyal customer base is extremely important especially in this digitized world as consumers are capable of switching very easily. If you want to secure customers that will remain loyal, you need to align the experience of consumers in the digital channels along with your call center and stores. All the touch points customers have with companies shape the entire experience and feedback from consumers is the main metric to attain a consumer experience that transcends your channels.
Having an insight into the phases experienced by a UAE company is very useful in developing a digital consumer experience strategy.
At first, several organizations study their website statistics. They have set up to see the sections visitor enter and exit, the pages that are performing and the pages that aren’t. Possibly there might be some A / B testing in position and are mostly examining quantitative research and click behavior. In this stage, the organization is yet to conduct qualitative research since the present understanding is sufficient, as stated by the controller, or maybe for the reason that there isn’t much time at that stage. For instance, a company sees where a visitor exits the site, but can’t say the reason and the emphasis are only on numbers.
Nowadays, organizations don’t just focus on statistics and numbers alone. They make use of periodical or one-off website feedback form, for instance as part of their consumer gratification strategy. We may have encountered those long pop-up questionnaires with lots of questions about “how old are you?” and “what’s your reason for being here?” and “would you please take out a short time to rate our website?” Open comments and qualitative feedback are utilized, but not yet instantly since the consumer is still undergoing the process. Mostly, customer feedback is used for overall web-assessment purposes, which is useful, however, the end is not around the corner.
At this stage, the connection with real-time feedback is in position. If you conduct a periodic inspection just like in phase 2, say quarterly or twice a year, the results of the research will be too late. It becomes impossible for you to restore relationships instantly with consumers when they are dissatisfied. Today, there are tools utilized like feedback forms on each page of the website where consumers have the opportunity to specifically state where they got trapped and are facing difficulties. So, even though the company continues to pay attention to direct consumer feedback, the emphasis is still primarily on gathering feedback. This stage isn’t the end, but it is advantageous in that it doesn’t cost a lot to attain the desired results. A lot of ‘plug-and-play’ tools are available to set up a feedback form on the whole website.
The fourth phase is when UAE organizations have become skilled at the digital consumer experience. The organization observes all key online customer trips and grasps valuable feedback on a real-time and structured basis. As a result of the qualitative and quantitative data collected, an action is taken. On the inside, an action is taken to join in continually optimizing digital channels and internal processes. Furthermore, the feedback circle is closed such that it engages consumers and they are able to see that their feedback is being utilized (that is when a problem with the app or website has been fixed), this is communicated back to the consumer as closed circle feedback. Turning insight into action is the focus in this phase.
A traditional Dubai offline store presents a perfect illustration. When people shop at a grocery store and end up leaving their basket close to the freezer area fully loaded with products and stroll out, the assumption is that every store owner would wish to know why. Is there something wrong with the product? Is it too costly? These and more are some of the questions that would be going through the mind of the business owner. They don’t wait for 6 months before conducting a survey and analyzing the results. Rather, the owner is always on the lookout for where things go wrong and then takes action. Relating this concept to the present stage several companies are in as regards their digital channels, you’ll discover that there’s a growing distance between the company and the customer. Everything appears less personal. The bakery down the street typically aware of consumers’ opinion of his bread. However, it’s a whole new story when there are thousands of customers ordering products online every day.
The delicate part of phase four of the maturity model is that a lot of effort and commitment is required from within the organization. The challenging thing about working with consumer feedback is that it goes beyond the online marketing department. It also concerns the website management team, the customer service, the sales department, etcetera. It’s easy to install a feedback form on your website, however, to be the UAE customer-centric company, the consumer’s voice must be heard in the entire company. And for this to be accomplished, there must be a paradigm shift which would result in the positive change in your digital consumer experience.