In the run-up to the year+end festive season marketers need to connect experiences across every touchpoint in order to deliver an exceptional and seamless customer experience (CX), says Adobe.
In its recent Sum of its Parts report, Adobe provides insights on how businesses can make their CX consistent, engaging and personal. The report includes tips on designing connected CX:
1 Develop customer journey maps
Journey maps show where customers’ experiences with a brand begin and end. But to be effective, they must take into consideration all the contexts and environments in which customers might use a company's products and services. For example, do customers interact with the brand at home or on the go? Both? Do they depend on the brand daily or intermittently?
Start by collecting all customer data available in the organisation, then plugging it into a data platform that can help identify key personas. Learn how those personas interact and respond at different touchpoints.
As the technology evolves and new channels emerge, sources of data will evolve. Adobe suggests constantly revisiting data sources and making sure all data is leveraged.
Hands-on research complements quantitative data. Interviews, “follow me home” research, or shopper shadowing helps businesses understand how customers really use their products and services and provides indications of how they can improve their customer experiences.
2 Prototype the experience
Using the new customer journey maps, build out experiences for key personas. Prioritise the touchpoints that will make the most emotional impact on each persona as they move from channel to channel. The journey maps will show where each touchpoint will have the greatest effect.
3 Analyse and revise the prototype
Use data to learn how customers respond to experience prototypes. Data anomalies can highlight where customers are experiencing extreme friction or enjoyment within the customer journey. By investigating anomalies, companies can decide whether to repeat previous efforts or redesign them to improve the experience.
Key informant interviews or focus groups are useful ways to get qualitative feedback. Ask customer services, sales, and support teams for input provided by customers about their experiences. Identify all areas that need adjustment, and make changes.
4 Roll out and perform ongoing optimisation
Deliver an experience modified to meet customers’ needs and expectations. Continue to monitor how customers are responding to the experience through direct feedback, social comments, and reviews.
Use analytics to identify metrics like low conversion rates, abandoned cart statistics, video completions, repeat visits, and others that identify opportunities for improvement.
5 Automate engagement
Reaching customers with personalised content and experiences across channels and devices is impossible without automation. Explore technology to automate the delivery of one-on-one experiences that are relevant to each customer segment.
At the same time, continue to evaluate the experience, both by customer satisfaction and the evolving needs and capabilities of the business.
Adobe notes that an experience that is working well could be made to work better, for example if it is augmented with a connection from a new channel.
In its recent Sum of its Parts report, Adobe provides insights on how businesses can make their CX consistent, engaging and personal. The report includes tips on designing connected CX:
1 Develop customer journey maps
Journey maps show where customers’ experiences with a brand begin and end. But to be effective, they must take into consideration all the contexts and environments in which customers might use a company's products and services. For example, do customers interact with the brand at home or on the go? Both? Do they depend on the brand daily or intermittently?
Start by collecting all customer data available in the organisation, then plugging it into a data platform that can help identify key personas. Learn how those personas interact and respond at different touchpoints.
As the technology evolves and new channels emerge, sources of data will evolve. Adobe suggests constantly revisiting data sources and making sure all data is leveraged.
Hands-on research complements quantitative data. Interviews, “follow me home” research, or shopper shadowing helps businesses understand how customers really use their products and services and provides indications of how they can improve their customer experiences.
2 Prototype the experience
Using the new customer journey maps, build out experiences for key personas. Prioritise the touchpoints that will make the most emotional impact on each persona as they move from channel to channel. The journey maps will show where each touchpoint will have the greatest effect.
3 Analyse and revise the prototype
Use data to learn how customers respond to experience prototypes. Data anomalies can highlight where customers are experiencing extreme friction or enjoyment within the customer journey. By investigating anomalies, companies can decide whether to repeat previous efforts or redesign them to improve the experience.
Key informant interviews or focus groups are useful ways to get qualitative feedback. Ask customer services, sales, and support teams for input provided by customers about their experiences. Identify all areas that need adjustment, and make changes.
4 Roll out and perform ongoing optimisation
Deliver an experience modified to meet customers’ needs and expectations. Continue to monitor how customers are responding to the experience through direct feedback, social comments, and reviews.
Use analytics to identify metrics like low conversion rates, abandoned cart statistics, video completions, repeat visits, and others that identify opportunities for improvement.
5 Automate engagement
Reaching customers with personalised content and experiences across channels and devices is impossible without automation. Explore technology to automate the delivery of one-on-one experiences that are relevant to each customer segment.
At the same time, continue to evaluate the experience, both by customer satisfaction and the evolving needs and capabilities of the business.
Adobe notes that an experience that is working well could be made to work better, for example if it is augmented with a connection from a new channel.
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