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Digital Experiences that drive Organizational Success

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Every business is an experience business. Customers not only purchase the products or services an organization offers, but the whole experience in every interaction with all digital touch points, across all stages: awareness, engagement, purchase, post-purchase.

McKinsey’s Next in Personalization Report highlighted that 71% of consumers expect companies to deliver personalized interactions while 76% get frustrated when this doesn’t happen. Customers expect organizations to know them well and hence provide a relevant, contextual, and personalized experience.

On the other hand, the relevant and contextual factors help organizations increase revenue, reduce marketing costs, and enhance customer experience. Organizations that excel at personalization can bring down customer acquisition costs, lift revenues and increase the efficiency of their marketing spend.

The focus on customer experience is even more important for brands since the lack of it can lead to customer churn, high marketing spends, and unsustainable growth. According to a survey conducted by PwC, 32% of today’s consumers are willing to walk away after one bad experience with the brand. Organizations must utilize superior Digital Experience Services to unearth moments that matter the most in customer journey, leaving customers feeling heard and appreciated.

There are various key business metrics that can be targeted by employing Digital Customer Experience Services. E.g. Customer Lifetime Value, Churn Rate, Net Promoter Score, Share of Wallet etc. This empowers organizations to deliver highly personal, relevant and seamless customer experiences across moments, channels, devices and buying stages.

3 Pillars of Digital Experience

Customer-centric Mindset

The change begins from within. To effectively deliver the relevant customer experience, the organization needs to align its vision and staff to the customer-centric mindset. The leaders of the organization need to have a goal of making the entire organization more customer-centric. Customer satisfaction arises from the overall experience in the end-to-end journey of the customer (from awareness to purchase and post-purchase) rather than the experience with the individual touch points. The customer-centric mindset, hence, requires the vision, a set of process and staff alignment across the different parts of the organization. Organizations can adopt proven customer-centered design and Digital Experience Solutions to outsmart their competition and gain an edge in the market.

Hyper-personalization

With the ocean of information and content available in the digital world and the average person’s attention span reducing to 8 seconds, today’s customer expects not a generic experience but tailor-made experience that is personalized, relevant, and contextual. The personalized experience drives engagement and loyalty to the brand. As an organization, one needs to deliver the personalized experience throughout the customer’s journey across all interactions and touch points. To enable hyper personalization, organizations need to reimagine the end-to-end customer journey with the right set of technology, data, and content.

Integrated Technology stack

New-age technologies assist organizations in delivering a personalized, relevant, and contextual experience. To deliver the personalization at scale, the organization needs to have the right set of technology suites that use AI to customize the content and experience at scale. Additionally, tapping into the micro-moments require little to no latency in delivering the contextual, personalized, and relevant content and experiences. To power all of it, an integrated technology stack is a must that works for today and years down the road. Digital Customer Experience Platforms often offer organizations an integrated suite of tools to cultivate meaningful relationships by articulating, listening, and responding to their customers.

Standard Digital Experience Maturity Curve

Each organization is at a different stage of the maturity curve. For an organization, it’s important to know the current level of maturity and define the strategy and roadmap to move to the next level. Typically, we can see the organizations at the following maturity level:

  1. Foundation: The maturity curve begins with the foundation at which an organization has a web presence without much flexibility. At this stage, organizations are present on the digital platforms on which their target audience is. E.g. Website, Apps, Social media, Email, Google Search, etc.
  2. Emerging: At this stage, organizations start leveraging the inherent strengths of digital platforms. They have Web Analytics in place to understand customer behavior. They have the right tools in place to deliver data driven insights and experiences.
  3. Leading: At this stage, organizations strengthen their omni-channel experiences, so that the customer’s experience is hyper-personalized across all touch points.
  4. Optimizing: At this stage, the automation, machines, and AI take the front seat to predict the next best offers, contents, and experiences, and deliver it to the audience personas.

Digital Experience for Non-Profit Organizations

Digital Experiences for Non-profit organizations is a whole new ball game as these organizations cater to varied set of audiences availing varied products or services: memberships, donations, benefits, merchandise, etc. Hence, it becomes even more important for Non-profit organizations to look at delivering consistent experiences to drive sustainable growth and success. However, to turn their members and donors into an active, engaged and thriving community, these organizations must overcome sub-par experiences and tackle the below challenges:

  • Put an end to siloed and disjointed engagements that hinder the long run success and growth of Non-profit organizations.
  • Resonate with the expectations and motives of young, zealous volunteers, members and donors and re-imagine how they connect with the products/services.
  • Craft Amazon-like, stellar experiences for their digital-savvy members and donors and extract maximum value from them.

Conclusion

Digital Experience is the differentiator for your organization in today’s age of Digital. Hence, the organization needs to proactively work across people, process, and technology to build and deliver the delightful customer experience at every interaction across the touch points.

At Innover, our Digital Customer Experience Solutions enable companies to provide superior and personalized engagements on all digital touch points increasing revenue, improving customer loyalty, and maximizing return on digital spend.


  • Kumar Pritam  |  June 6, 2022   |  
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