Digital experience encompasses all digital interactions (or touchpoints) between customers, suppliers, employees and the organization itself: it is the entire business ecosystem. In addition , we have the same approach as the Nielsen Norman Group, and they even take it philippines b2b leads one step further: we believe that experience is that part in which we fulfill the brand’s value promise, which is why it is so important to have a “consistent experience in all interactions with the company or product.” If digital experience is linked to the brand promise, it is obvious that it will also be integrated with marketing.
Let’s reflect on this idea. Many businesses that are involved in digital transformation need years to complete their digitalization process, and implement strategies such as B2B portals for their distributors, or a branded mobile application with click-n-collect services . However, a company that makes hasty decisions due to market pressure, and implements proposals without ensuring that they are part of the larger vision of its business ecosystem, will run the risk of this new project generating a fragmented or isolated experience . What is the worst thing a company can do in a marketing, branding or sales scenario? Offer a fragmented digital experience.
What ensures that all of your digital offerings are aligned to meet and fulfill user needs while meeting specific business goals? Obviously, by understanding that the bigger picture is your brand promise in the online realm. We came up with some key questions and discussion topics that you can ask yourself on your journey to create and design better digital experiences that help you reduce the risks of deploying “empty shells” that don’t deliver results. After all, how would you not want to reach your customers in the right way every time? If you focus on a cohesive experience, you will have a far-reaching impact.
Question 1: Are your digital actions part of the bigger picture?
Many businesses have tried to push ambitious projects as if they were the only chance they had to fix problems with their products or services. Imagine an amusement park that has just launched a redesign of its app when it has little presence in the digital world. Will mobile devices be the primary channel through which you communicate with your type of customers? How will the app connect to the website to check online ticket availability? Does the website offer a better experience than the new app? How does the customer service staff interact with the app? What functionalities does it have or does it complement those that the audience already knows and uses?
Keep in mind that such an app can provide customer service in case they have to deal with long queues to get on a ride, but in itself, it cannot fix the pain point. Your brand can be damaged if the app's expectations do not meet what it promises. A better option would be to design a solution or a touchpoint for your digital assets that could help solve wait times such as a "priority pass" or push notifications to avoid waiting in line. But this requires more than just an app: it will affect your operation, even your business model. Moreover, the best way to solve the problem would be to invest in technologies that reinforce brand recognition and market presence: these solutions will also benefit your overall digital experience.
The added value of your digital experience and the vision of an optimal digital environment is what will generate that attractive experience for your customer. After all, connectivity and communication are two great forces behind digital transformation .
