Every organisation has a customer experience. Big or small, new or old, the customer experience is not something businesses create – it’s something that’s formed naturally as soon as you open your doors.
Just because you don’t create the customer experience, however, it doesn’t mean you can’t impact upon it and every business should be taking steps to continually develop the experience they deliver to their target audience.
Varying considerably from organisation to organisation (and industry to industry), over the last few years, one thing has become apparent with the customer experience regardless of your organisation – and that’s the need to integrate digital technologies within your customer experience.
Digital has been something that every organisation has needed to take into consideration in recent times. Or more accurately, it’s something that organisations have needed to take on board. From the absolute basics of needing to have a website from the moment your business launches through to the inclusion of Twitter as part of your customer service model, digital is no longer a ‘nice-to-have’, but a necessity.
With so much to consider and on an ever-expanding basis, understanding how digital fits in with your customer experience specifically can be more than a little confusing.
So how do you do it?
Well, while it’s not exactly simple, it doesn’t have to be the most complicated thing in the world and in fact, it’s likely to be less headache-inducing than you first realise, as long as you stick by one rule – understand your audience first and foremost.
The key problem the vast majority of businesses have when developing their customer experience to include digital technologies is that they try to include everything. As soon as a new tool or resource becomes available, they go about attempting to integrate it.
Developing your customer experience should be something that you’re continually doing, but it’s simply an impossibility trying to integrate every single thing that becomes available.
However – and more importantly – it’s not something that you need to do. Digital technologies are being developed in huge quantities regularly, but they’re not all suited to every business, every industry or every customer base.
Take something such as live chat as an example. For those retail organisations who are essentially using their website as a digital version of their offline store, utilising live chat could be imperative to the website’s success by offering that much-needed level of customer service throughout the buying process.
But look at an organisation who’s using their website as an information resource and live chat is likely to be a redundant technology. Sure, it’s going to be used by some customers, but chances are the time and resource investment that’s required by you as the business to maintain a presence on it for what will be a tiny part of your target audience will far outweigh the benefits you’re going to receive from it.
Having a customer experience that takes into account the digital requirements of your customers is a necessity, but what’s not is having a customer experience that includes every digital technology available.
Remember, your customers should be the most important aspect your business focuses on and so when you’re developing your customer experience – whether you’re focusing on digital or not – you need to fully understand your customers needs and move forward by ensuring you’re able to give them exactly what it is they want.