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Keep Your Loyal Customers by Enhancing the Customer Journey Digitally

Brinda Sereno

February 22, 2022

There’s no doubt that a seamless customer experience creates a loyal and repeat customer. Digital transformations can completely alter your client journey and overall experience. 

Most businesses today are going through a digital transformation on some level, and it’s all with the purpose of refining how your customers can interact with your business. However, successful digital transformations aren’t easy to pull off without factual data and a knowledgeable development team.

Understanding the Customer Journey

Before you begin your transformation expedition, it’s essential that you truly understand what the customer journey encompasses to stop losing customers to start-ups. In short, the stages of every customer journey, which differ according to persona and goals, follow the same general formula.

Mapping Your Customer Journey

When it comes time to begin mapping the customer journey, you’ll want to consider the specific stages (listed above) that your customer persona will go through. Next, brainstorm for your customer journey mapping session, and consider the following:

  • Define the profile of your consumer persona and define their goals
  • Set a clear objective for your map
  • List the customer touchpoints
  • Write out the elements that you’d like your map to showcase
  • Understand the resources you’ll need to solve customer pain points
  • Put yourself in the shoes of your potential customer
  • Make any changes necessary

Digital Transformation Improves the Customer Journey

Once you’ve established your customer persona and mapped out the journey, they’ll take with your brand. It’s time to put your plans into action. A company that has appropriately transformed digitally will have a much easier time at this stage than those that have not. Here’s a look at how to pull it off.

Transform Digitally While Continuing Operations

It’s impossible for you to successfully transform your systems while bringing operations to a screeching halt, even if your current systems don’t support an optimal customer journey. Your technology has evolved over the years, layered and stacked in stark comparison to cloud-based technology’s organized, sufficient container infrastructure.

Perceive the Customer Journey with a Modern Mindset

The customer journey map is still necessary, but it’s crucial to understand that, technically, the customer journey doesn’t end directly after the purchase. In most cases, post-purchase customer activities include sharing their opinion of your product and brand long after purchasing. 

It’s so essential to improve customer experience through digital transformation for this very reason. Word of mouth and online reviews carry a lot of weight regarding future potential clients’ decisions. 

Know Your Outcome

You can’t pull off a digital transformation without knowing precisely what you want from the change. If you’re unsure of what you want from your outcomes, you can generally focus on these aspects of enhancing your customers’ journey. The outcomes are a well-weighed balance of business, user and technology goals.

Security

Security comes before everything else. When you secure business and consumer data, you secure brand reputation. Your clients need to know that they can trust you, and adequate security measures are a massive part of digital modernization.

Speed

Speed is crucial to your digital transformation and your customer journey. You need to deliver content and your products and services at high speed with a very low risk, which is where security comes into play.

Analytics

Know your analytics and learn how to understand and analyze your data in real-time. Analytics help you know how your business is running and which marketing tactics are working and which are not. When you have instant access to such information, you can make the necessary changes right away.

Optimize IT Functions

Your digital transformation has to support your IT functions from end to end. However, it’s essential to keep your costs from getting too high. The cool part of optimizing your IT framework means you can look closely at which pieces of your business are working and which need integration.

Working with partners to digitally transform on an open scale can significantly help guide successful results. Your employees also need to be willing to change, probably continuously, as digital transformations occur. Optimizing functions throughout, and bringing in a third party to help, will make this process easier.

Stepping Back to Move Forward

Mapping the customer journey and transforming your company to serve the modern customer experience requires stepping back and looking at what isn’t working. Set your priorities and know your audience.

It’s crucial to review current processes to enhance your customer journey. If they do not, they should be reformed or eliminated. By moving forward on the right track, you’ll prevent losing your customers to start-ups that are already technologically advanced enough to provide outstanding customer service. 

The end game will always be the experience your customer has. Your customers drive your business, and the knowledge they have regarding your products and services has the potential to make or break you in the long run. Why not do everything you can to keep them coming back? It is the story of discovering and fulfilling the known needs better and giving the unmet needs life.

By

Brinda Sereno

Associate Vice President – Experiences

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