You want to make your products and services available at all times and everywhere. You need to offer self-service touchpoints that your customers love. You want to succeed in digital channels.
You took your first steps in the digital arena some years ago. Websites, social media, and perhaps a mobile presence. Company information, products, contact, campaigns, and probably a web shop. You’ve completely overhauled your online presence once, twice, or multiple times. In that process, you’ve discovered that all things digital are not that easy. Ad hoc efforts often fail to deliver the savings, customer satisfaction, and competitive edge that you envisaged.
You’re ready to step up to the next level of digital maturity: Executing a successful, sustainable digital strategy to support your products and services. This requires you to embed a broad range of skills and capabilities in your organization. For instance to answer challenging questions, like:
Which touchpoints to develop?
The digital landscape evolves quickly. As soon as you grasp the possibilities of one medium, new platforms already surface and are hyped as the next big thing with unique benefits and disruptive impact. To avoid wasting money on shiny, new technology that won’t support your brand promise, you need to be able to make informed decisions and pick the digital touchpoints with the most impact on your business objectives. You also need to integrate them within an orchestrated service ecosystem which delivers great customer experiences while meeting your organization’s cultural, budgetary, staffing, and technology needs.
How to make touchpoints compelling?
Delivering outstanding digital experiences is critical to your success. You will not generate enthusiasm if you confront your customers with onerous, unappealing tasks. To transition customers from services previously mediated by trained employees to self-service touchpoints, requires a thorough, user-centered redesign. You need clear, simple and meaningful dialogs that reward customers for engaging. The devil is in the details — every flaw in a self-service interaction chips away at your brand image and erodes customer loyalty. It only takes one click for a customer to leave the digital store.
That’s why you need to ensure that your digital touchpoints simply work as customers expect them to. They must meet or, preferably, exceed customers’ expectations. You need to find any mistakes and gaps before your customers do.
How to roll out touchpoints efficiently?
To avoid reinventing the wheel for every initiative, you need to store and reuse assets —especially for touchpoints like self-service channels that depend on integration with back-end systems. Unfortunately, ad hoc design and developmental efforts that don’t take strategic consequences into account seldom produce reusable assets. In the past, one-off efforts were seen as adequate for campaigns and content-centric touchpoints. However, to build digital touchpoints that enable critical interactions requires a solid, industrial delivery highway with processes that are repeatable, scalable and predictable.
All this necessitates a solid foundation and fast assembly with tried and proven building blocks. From a strategic perspective, working with re-usable assets gives you the capability to evolve to meet new customer expectations, adopt new technologies, and embrace new digital trends. From a financial perspective, re-usable assets enable you to reduce costs and improve profitability.
If you want to achieve customer experience excellence in your digital strategy and you see that you need a more systematic approach to tackle the challenges you face, Informaat may offer the answer you’re looking for. Read on to learn about what we can do to help.