Insights/ Created January 2023

Thinking beyond websites or apps. It’s all about CX journeys

If you're still thinking, “we need a website” or “we need an app” - unfortunately, you're thinking in the past. Digital experiences are no longer isolated. They are part of the customer journey and this customer journey usually travels across multiple channels and touch points.

As technology continues to evolve, businesses are shifting their focus from traditional websites and apps to creating seamless, omni-channel customer experiences. This shift, known as CX (customer experience), is all about understanding and meeting the needs of customers across all touch points, from a company's website and social media accounts to in-store interactions and phone calls.


Tailoring the CX with personalisation

One key aspect of CX is personalisation. Personalisation allows businesses to tailor their interactions with customers based on their preferences, behaviour, and history. For example, a retail website might suggest products to a customer based on their past purchases, or a customer service representative might address a customer by name during a phone call.

Personalisation can be achieved through the use of data and technology, such as cookies, analytics, and CRM systems. By collecting data on customers and using it to create personalised experiences, businesses can build stronger relationships and increase customer loyalty.

However, personalisation is not just about using technology to send targeted marketing messages or offer personalised discounts. It's also about understanding the customer journey and creating experiences that are tailored to their needs at each stage. This means considering the customer's pain points, goals, and motivations, and designing interactions that address these.

Creating a consistent, omni-channel experience

Omni-channel experiences are about creating consistency across all touch points. This means ensuring that a customer's experience with a brand is consistent whether they're interacting with the brand in-store, online, or through a mobile app. This can be achieved through the use of a consistent visual identity, messaging, and tone of voice across all channels.

In addition to consistency, omni-channel experiences also require integration. This means that all touch points should be connected and work together to provide a seamless experience for the customer. For example, a customer should be able to start shopping on a website and continue on a mobile app without losing their place in the checkout process, or be able to access their purchase history and customer service on any channel.

Creating omni-channel experiences can be challenging, but it's essential for businesses to meet the expectations of today's customers. Customers expect to be able to interact with a brand on their terms, and they expect a consistent, personalised experience across all touch points. To create effective omni-channel experiences, businesses need to understand their customers and design interactions that meet their needs. This requires a deep understanding of customer behaviour, preferences, and pain points, as well as the ability to use data and technology to personalise interactions and create consistency across all touch points.

Personalisation and omni-channel experiences are no longer just nice-to-haves, they are becoming table stakes for businesses looking to compete in today's marketplace.

Businesses that want to stay ahead in today's digital age must think beyond traditional websites and apps, and focus on creating personalised, omni-channel experiences that meet the needs of customers across all touch points. By focusing on CX, businesses can create deeper connections with customers, increase loyalty, and drive growth.

So, it's time to start thinking CX, and leave the past behind!

If you want to improve your customer experience, then get in touch with Nick, our Experience Director today!


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