Digital Customer Experience

Nathan Baranowski

Why customer experience solutions are more than just using social media

UX

In an increasingly on-demand economy, we as consumers have taken the notion of convenience to a whole new level. Today, we have immediate access to most of the goods and services we need exactly when we want them. At the click of a button or call to Alexa or Siri, we can receive food, book accommodation, order a taxi and even get a health check without even leaving the house. If we aren’t happy with a product or service, we take to Twitter to connect with the company first-hand and gain support or compensation for our troubles.

Becoming a conversational brand and communicating through real-time, businesses can win over frustrated customers by demonstrating their commitment to quick and painless resolution. 

However, there’s more to a strong customer experience than just social media. If your organisation is to retain a loyal client-base in the face of digital transformation, you may want to consider the following:

AI-backed conversational experiences
In order to keep up with the “always-connected” customer, yourbusiness must find a way to be “always on.” Achieving this with social media will undoubtedly be a challenge. Instead, leaders must look to the potential that AI solutions have to offer for both outbound and reactive messaging to customers.

By 2020, Gartner estimates that customers will manage 85% of their relationship with an en-terprise without interacting with a human. Highly secure, reliable and responsive, AI-backed chat-bot solutions are already transforming customer service across a number of industries.  Since consumers today express significantly higher expectations for customer support teams than previous generations, chat-bots can assist businesses to develop positive relationships with their customers by enabling them to be available anywhere, anytime and on any terms.

With the vast evolution of deep learning technology and the increasing capabilities of Artificial Intelligence systems, we can expect chat-bots to become far more sophisticated and deliver increasingly personalised experiences in the coming few years. In turn, the use of social media for customer support will naturally decrease, with chat-bot messaging becoming the favoured mode of communication.

Immersive solutions and the rise of Augmented Reality
Where VR headsets were once confined to the realm of pro-gamers, many organisations in the last few years have taken to the technology to create meaningful customer experiences that leave a lasting impact.

Some, for example, have used Virtual Reality simulations to showcase new products to customers in a way that allows them to engage and interact with the product as opposed to simply viewing it on screen. In order to allow potential customers to test drive its new vehicles, Volvo built a VR experience that would provide the company with insight into which features the users liked and didn’t like. Topshop, on the other hand, invited several lucky customers to watch a live 360-degree feed of the brand's newest fashions on the runway during London's Fashion Week through state-of-the-art headsets in-store.

It’s this pro-active, customer-focused approach that is the driving force behind immersive solutions, but Virtual Reality is not the only option. Rather than donning headsets, certain organisations have been trialling the use of Augmented Reality (AR) technology to transform the customer experience. Early adopters of this technology have already reaped the benefits such as Ikea with their interactive AR catalogue.

By overlaying digital information and images to real-life through smartphone applications, companies are able to enhance the experience that a customer has of their product. No longer are they restricted to 2D screen or print: instead, they can customise brand interactions and help to build emotional connections with their customers. From a holiday brochure that takes you to the beach, to experiencing a business before accepting a job offer, immersive technologies can transform our experience and ultimately increase our sales.   

With a plethora of tools and technologies at your fingertips, it’s time to stop relying on social media and start looking to the future to build better customer experiences.

If you would like to find out how AI and immersive technologies can transform your customer experience, speak to the ojo team today.  

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