The current situation made it inevitable for many organisations to shift their work to home in order to stay operating.
From universities transferring to online learning, to restaurants having to offer only online order and delivery, the digital environment has seen a swarm of new occupants joining in during the time of emergency, which put to test all brands that weren’t investing enough into their digital presence.
The new normal poses many challenges to brands, the biggest one being having the capacity to thrive in sudden reality turnover. As the whole world moves to the digital, understanding digital experience management will be of key importance in staying afloat in the current climate. Businesses that can satisfy consumer needs through digital channels will be the ones to survive the crisis.
The rule of three
By focusing on three key digital outcomes, you can foster a sustainable and differentiating experience:
- How did the interaction make the customer feel? Pay attention to emotion.
- Did the customer have any trouble achieving their goal? Keep track of the effort customers have to put.
- Was the customer able to achieve the goal? Was the interaction successful?
Let’s discuss one by one:
1. Emotion
In today’s uncertain world, conveying meaningful emotion through digital channel presents a significant challenge for brands. By finding the right balance of listening and speaking, you can establish an empathic connection with your customers. Understanding what are the priorities of your customers, employees and partners alike can help you deliver a complete service founded on trust and confidence.
2. Effort
It is paramount to eliminate any potential obstacles on your customers’ journey. The customers should struggle as little as possible – if at all, in achieving their goal. Try to simplify the process and make it easier for your customers to make decisions. The task itself should not be challenging, as the seamless flow and connection of your brand’s digital channels are crucial for fulfilling customer expectations. Make your messages clear and effective, and above all timely. The current climate is unpredictable and changes could be happening when you least expect them. By tailoring communication to the place and time of the situation you can ensure customer loyalty and keep customer churn at the minimum.
3. Success
When it comes to the third and final element of digital experience, the customer can either successfully complete the task or not. It is how much trouble they went through until completing the task that counts. Ask yourself what you can incorporate to make a difference in approach to your digital experience. Analyse your strong and weak points and finetune them to make your customers successful in each of their experience with your brand.
How do others do it?
An Australia based media company leverage verbatim feedback to adapt to their customer’s needs quickly. The company learned that their pricing blocks were too loud when reporting on COVID-19, and in accordance with that, they managed to change and adapt easily and rapidly.
The Covid-19 has turned the world upside down. Isolation and hardships of many can give your brand a chance to excel your digital experience with a refreshed and empathic sense of purpose. What you do now is what will differentiate your brand in the post-COVID -19 world, as the one who went above and beyond when it was needed the most.