In the modern age, customers are increasingly interacting with businesses through digital means. Gone are the days of the brick-and-mortar store. Online websites, portfolios and stores are now a crucial part of the customer experience, as is social media and your internet presence.
Today, people look for customer service, information gathering, sale tracking and shopping to take place online wherever possible. Customers aren’t interested in needing to call in or stop by the store for service. This is a big change from the longstanding conventions of business and marketing, which means companies have to adapt to these modern expectations to keep their customers happy.
Businesses need to devote time, energy and money into monitoring and improving their digital customer experiences. Every program release, every additional item in your inventory, every customer service inquiry must be prepared for online presentation independently from in-store presentation, paying attention to the unique challenges associated with the digital platform
WHAT MODERN CONSUMERS EXACTLY WANT?
Consumers connect through smartphones and smartwatches, mobile apps, web apps and desktop browsers. For consumers, a digital experience is a smooth interaction which solves a problem in a mobile moment. For creators of digital experiences, it is a string of decisions and months of work behind the scenes before it reaches a user’s device.
- The Business Lens: Your digital experience has to help achieve your business goals, whether it’s turning profits, generating leads or building brand awareness.
- The Experience Lens: The experience lens is where you’ll strategize for the ways your digital product will stand out from the competition and delight your users.
- The Future Lens: Every digital experience has a different lifespan to account for as you build a strategy. If the experience is tied to an event or has a short lifespan, the strategy likely won’t need to include calibrating for the long-term. If it does need to be calibrated, you’ll have to be realistic about its long-term goals so the project stays under budget.
USER EXPERIENCE IS THE FOUNDATION ON WHICH CUSTOMER JOURNEYS ARE BUILT
The ideal user experience occurs when people are able to do exactly what they want when interacting with your company. You fulfill their needs in a way that meets and even exceeds their expectations. Fundamentally, when customers’ expectations are exceeded, they experience a positive emotion, and providing consistent positive interactions with your company is the highest goal of UX design.
Every SaaS team needs a path to sales. Build customer journey maps to facilitate the buying process. Learn how your SaaS is currently engaging with customers. Use data to pinpoint unknown consumer behaviors. And develop a blueprint that illustrates your buyers’ needs. Map out the customer journey. Increase conversions.
Take time to develop and improve upon your digital customer’s experience interacting with your business. Use the ample data you have access to in order to respond to customer needs and provide an intuitive, constantly available point of access to grow and continue your business.