The art of the digital customer experience was pioneered by early market innovators including Amazon, Starbucks and Uber. These brands leveraged unique digital experiences to differentiate their offerings from the competition, and they remain ahead of the curve when it comes to consistently delighting customers on-line and on mobile.
Companies hoping to remain competitive and stay relevant can pick up a few easy, yet powerful tips based on how these innovators navigate the digital world. Here’s what some of the most innovative brands get right about digital customer experience.
They keep it simple
If a customer is confused, they won’t buy into what you’re selling. Studies show you’ve got less than a minute to convince visitors to your website whether or not they should try your product or service, and that number drops to just 4 seconds when it comes to digital ads. People like language that is easy to understand, gets to the point, and isn’t too technical.
Take Uber for example. Engaging with their app and social media feels like engaging with a real person. The language is simple and direct, but also friendly and approachable, while still communicating their value proposition at all times – that we’re getting a ride for you nearby.
They get personal
These brands get to know their customers. What do they like, what they don’t like, what triggers them to take certain actions? And they don’t guess. They use customer centric data to deliver what their customers want.
Starbucks puts a lot of effort into gathering data on customers in order to serve them better. The Starbucks mobile app allows customers to pay and order right from their phones, which also reduces waiting in line. The app also aggregates purchase data in order to offer deals personalized to the user’s tastes.
They engage with the customer
Customers appreciate feeling like they aren’t just another nameless face in a sea of endless people interacting with a product or service. Customers who feel engaged are more likely to remain loyal to a company and become an advocate for it.
Warby Parker’s customer engagement strategies are a huge driver of the company’s success. They encourage customers to try on eyeglass frames, take pictures, and then post to social media using #WarbyHomeTryOn. The Warby Parker customer service team will respond to the hashtag, and offer their opinion on what looks best. Warby Parker connects with customers at the most important point; the buying decision.
They make it easy for their customers
Digital customers are impatient, and it doesn’t take a lot to tick them off. Nearly half of web users expect a page to load in less than 10 seconds, and are unlikely to return to a website if it takes more than 3 seconds to load. When it comes to apps, customers get frustrated if they can’t easily find what they are looking for. Whether it’s an app or website, the best brands are careful when thinking about the user journey through their digital offerings.
Amazon has mastered the art of making life easier for customers. Page load times on the website are quick, and search is fast and powerful making it easy for users to find exactly what they are looking for. The mobile app mimics this experience, and is even more streamlined, so that users can buy items with a single tap.
They remain customer focused
When it comes to developing a great digital customer experience, there’s no need to reinvent the wheel. Just remember to keep things simple, personal and focused. As long as you look outward and remain customer-centric, you will build loyalty to your brand and gain referrals from happy customers.