Technology is not valuable in and of itself, but as a means to an end of delivering a better, richer, more pleasant customer experience. Many companies are getting wrapped around the axle, going back to the drawing board to invent the most cutting-edge application for their technologies, when the truth is, it’s not necessary to start from scratch. The real power in technology is the ability to deliver a better customer experience. Here are some ways that the technologies can be applied to do just that.
Personal, compelling, unique
Customers expect a personalized experience built just for them based on preferences, history and interests. Technologies like AI can harness and analyze customer data to help you deliver the most relevant products and services at the best times. Whether a customer is online or at a physical location, personal touches such as recommending new offerings that they may enjoy, sending them discounts for their birthday, or activating a warning based on their food allergy may make the difference between a delighted customer and a former customer. Leverage technology and the data it collects to ensure a personal, compelling and unique customer experience.
Simpler, easier, faster
Not only do customers want a more personalized experience, but they also want an easier, faster, more streamlined customer experience. Whether they are ordering, booking or searching for something online, they want the process to be streamlined, quick and easy. Whether it’s long checkout lines in a retail store, waiting for a website to load, or having to enter duplicate information several times, customers will walk away if they are frustrated by the process.
New technologies like edge computing are designed to ensure that technologies support a streamlined customer experience. By maintaining complete information in the cloud, but deploying smart devices on the edge, companies are reducing lag-times, mitigating risk of downed systems and speeding processing times, all streamlining the customer experience.
More automation, fewer flaws
It may seem as though companies have already automated all critical tasks. However, a surprising number of processes are still manual in businesses across the board.
One example is the automation of the previously manual process of selecting, purchasing and tracking scratch-and-win lottery tickets. The manual process, whereby the customer approaches a box, selects their tickets, and then proceeds to the register to pay for those tickets - was fraught with theft, administrative error and loss. By automating the process using digital signage, the customer approaches a kiosk, selects ticket numbers and places the ticket order at the kiosk. Then they proceed to the register where the cashier has their tickets waiting and they can pay for them and receive the tickets. By providing a digital transaction, stores and lottery providers are able to accurately track the number of tickets sold, when they were sold, all while offering convenient self-service to the customer. This has reduced frustration and loss associated with the burdensome manual process.
Businesses in all industries should be leveraging technologies to delight their customers in these simple ways. In his session on how to delight customers, Brad Christian noted that delighted customers are 3.5 times more likely to recommend a brand than those who give a 4-star rating on social media. This means that delighted customers actually dig in and share their experiences with family, friends, colleagues, etc. That is the kind of customer that all businesses need. So if you have not already, ask yourself: Are my technologies delivering a better customer experience?