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There was a time when customer service and experience had everything to do with just the purchase and after sale relationship between a consumer and a brand. Perhaps a simpler time, those days are long gone. With the rapid proliferation of digital, shoppers now have hundreds if not thousands of ways that they enter the buyers journey as technology, mobile and social media has put brands and consumers in better alignment than ever before.
As more and more data becomes available, companies are going to have access to a clearer vision as to how their typical buyer enters and engages in the funnel. This visibility will make it clearer for brands seeking to map the journey and drive not only a memorable user experience, but a “Right-Time” experience leading to an exponential uptick in sales conversions. It is because of the potential and power of user experience that it was named the 2nd of the Ten Trends driving Digital Transformation in 2017.
The customer experience (including employees) is the ultimate goal of any digital transformation. Customers are more cautious than ever; they’ll turn away from brands that don’t align with their values and needs. A top-notch user experience is a fantastic way to keep customers involved and engaged with your brand. This is a comprehensive process. Anywhere and everywhere customers can interact with your business, the experience must be consistent and positive. For example, entrepreneurs can use analytics to discover where customers are coming from (whether it’s a social media platform, a blog, or somewhere else) and streamline the interaction in those high-traffic areas. Every touch point matters, and those leading the transformation should constantly be asking how are we removing friction and enhancing the experience for every customer regardless of where they are in the journey.
In this video I dive deeper into why User Experience is at the core of Digital Transformation in 2017.
For more on the Top 10 Trends Series, please visit the first post recapping the series here.
Daniel Newman is the Principal Analyst of Futurum Research and the CEO of Broadsuite Media Group. Living his life at the intersection of people and technology, Daniel works with the world’s largest technology brands exploring Digital Transformation and how it is influencing the enterprise. Read Full Bio