Digital Experience and Your Customers

Data is the foundation of any digital business. Every touch point and every clickprovides insights. Use tools to give you the same insight you get when yourcustomer talks to you via your call centre or when they visit your store or branch.

As your customers engage more with you online, you need the tools to understandwhat that journey looks like and what their online expectations are. Understand theyexpect 100% availability, 2 second response times and every click to work. If not,they're simply going to take their business elsewhere. And when that happens, howare you going to know?

Digital transformation doesn’t just need to align to customer needs; itneeds to anticipate them. And to win the battle, you need the tools to tellyou how your customer's digital experience compares with yourcompetitors. You need to know your enemy.

Data is your best friend

The Art of War

Know your Customer journey

Continual transformation & innovation

As the marketplace and customer needs keep changing, so organisations must keeptransforming. Don't try and boil the ocean; rather take an approach that willdeliver meaningful and measurable results fast, in a way that can be scaled up andout.

Digital disruption is about making customer experiences better, so put thecustomer at the heart of everything you do.

Be customer-centric

Availability

* Customers expect your website to beavailable 100% of the time.

* Anything less than 100%availability = lost revenue andengagement.

How do you compare with yourcompetitors?

* Know how your performance andavailability compare against yourcompetitors.* Know how your online businessprocesses compare with yourcompetitor.

Get attention FAST;

* Attention span online is now 8seconds (almost the same as agoldfish)!

* Make your message clear and to-the-point. * If you want to stay in business - berelevant.

Make every click count

* Keep the upfront customer steps asfast as possible (homepage, productoverview, price).

* With heavy process and slowerresponse times at the end of a businessprocess (placing an order, orderconfirmation)

Objects, page size and hostconnections

*Keep your object count down.

* Keep your page size to less than1.4MB.

* Every call you make to a third-party service reduces yourresponsiveness.

Responsiveness

* Response times impact revenue andyour brand.

* The speed of your website hasbecome synonymous with userexperience.

Remember that building a better digital customer experience is iterative andthat review, analysis and planning need to take place continually.

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Website Digital experience Checklist