In 2022, the digital transformation of the customer journey is one of the major concerns of companies. Although the digitization process is already well advanced for some companies, some are still slow to take the plunge.
The question is not so much to digitize the customer journey but to fully succeed in this digitization. So, what are the key success factors for the digitization of customer journeys?
In this article, we give you 5 tips for successful digitalization.
Integrating changing consumer patterns into the digital customer journey
It is not companies that drive digital transformation, but consumers. Consumption patterns are changing and becoming more connected: it is up to companies to adapt.
All the new technologies (voice, self-service, mobility, connected homes, big data, etc.) are also shaping new expectations in terms of immediacy, autonomy, and expertise.
These changes in consumption patterns have had an impact on the various customer paths. Today, omnichannel is paramount, contact channels are used simultaneously, customers expect more personalization and fluidity at each point of contact…
In 2022, Gartner even estimates that: 72% of customer interactions will involve emerging technologies such as messaging and chatbots (compared to only 11% in 2017).
With all of these developments, companies need to keep up with the times. Before taking action, listening and knowing your customers is key. For example, asking a sample of customers about their digital expectations along the multi-channel customer journey is a relevant starting point.
Involve the entire company in the digital transformation of the customer journey
One of the keys to a successful digital customer journey is the involvement of internal teams. A digital transformation involves major changes within an organization.
It is essential that the project is known by all teams, from the head office to the field.
Sharing clear objectives and a diagnosis of the processes to be digitized will enable a general 360° understanding.
A project team must also be set up to build an action plan to digitize the processes without friction. If the new paths adapt to the digital codes, the new processes must also adapt: team agility is an essential characteristic for the successful digitization of customer paths.
To spread this new approach centered on digital transformation, it is essential to communicate by promoting a logic of benefits and not constraints.
No, the digitization of the customer journey is not going to be a hindrance to everyone’s tasks. But a great opportunity to centralize data, improve customer relations and facilitate the various stages of the journey.
According to the Customer Services KPI barometer: Today, only 43% of customer services measure the satisfaction of advisors…
Moreover, the digitalization of the customer journey does not mean replacing all physical contact points. Digital does not replace existing channels but offers a range of additional and complementary options throughout the customer experience.
Ensure consistency between the different channels of the customer journey
For the customer, the buying experience must be seamless on an optimal customer journey. Always with an omnichannel approach, the consumer juggles between online and offline channels.
He discovers a brand on the Internet, evaluates the opinions on Facebook. Sometimes exchanges with a chatbot, and then go to the shop to try it on… We speak of “phygital” to designate the alliance between physical and digital contact points.
All these contact points are complimentary for the customer. The company must ensure that they are consistent at each stage of the purchasing process. With one click, the call center must know that an order has been placed online, thanks to the use of a CRM for example.
Similarly, if the customer finds a product on a website and wants to buy it in a shop. That’s why the visibility of stocks must be communicated regularly.
The successful digitization of the customer journey can only be achieved by ensuring consistency between the different channels, which become complementary.
Delivering the right message at the right time in the right place in the customer journey
When digitalizing the customer journey, each step must be thought through to provide an optimal user experience. Thanks to digital, the omnichannel customer relationship must be personalized, waiting and searching for solutions must be reduced and navigation must be made more fluid.
Before, during, and after the purchase, the customer experience must be 100% optimized.
A dynamic and intelligent FAQ, a contextualized help box, and a suggestion engine in the contact form are elements to be implemented.
Each solution makes it possible to transmit the right information. Adapted to the user’s profile and at the right stage of the customer journey. By integrating a 100% digital device into your customer journey, you will achieve significant results.
Delivering the right message at the right time on digital offers the customer a unique experience. No more friction during a never-ending search for information. All customer needs are anticipated and even automated for the most part.
For the company, the digitization of the customer journey allows it to relieve call centers and accelerate the conversion of visitors into customers. By adopting the logic of transmitting the right message, at the right time and in the right place, the digitization of the customer journey can only be a success!
Refocusing the Human at the heart of the digital customer journey
The success of a digital transformation is often made possible thanks to the self-care tools put in place. But also thanks to a customer-centric approach.
The main frictions are linked to contact with call centers, when the customer does not find answers to his questions, needs help with his journey, encounters a problem, etc.
The success of a digital transformation lies in a company’s ability to identify these points of friction, in order to offer a better customer experience. A digital customer journey goes hand in hand with a human customer journey!
So what exactly do customers want? At what moments do they need a presence to accompany them or, on the contrary, maximum autonomy?
It is essential to keep in mind that every customer is different. In the online customer journey, always offer several alternatives, to respect customer expectations.
According to a study by Aspect: 86% of Internet users think that a “talk to an agent” option should be present when they interact with a chatbot.
A study result to keep in mind if you want to improve your customer experience and build loyalty.
Today, with all the tools available to companies, the hardest part is not so much digitizing the customer journey but rather ensuring maximum success.
Don’t forget these 5 key points:
- Since it is the customers who dictate the current digital transformations, it is essential to study their behaviors. In order to adapt the paths as best as possible.
- The whole company must be involved while spreading a logic of benefits and not constraints
- For any good marketing strategy, digital is complementary to physical channels: perfect coherence is necessary for successful digitalization
- Delivering the right message, at the right time, in the right place limits friction and personalizes relationships, enriching the customer experience and promoting loyalty
- Any digital transformation must keep people at the heart of its priorities. A digital customer journey does not dehumanise customer relations, on the contrary!
You don’t know how to apply his advice? Contact us, Powerlab is a company specializing in e-commerce and digitalization. We will guide you and provide you some advice.
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