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Data driven experiences: 3 steps to creating great online and offline experiences

According to the BVDW, the largest market volume for customer experience services in Germany last year was in the IT consulting and systems integration sector. Hardly surprising as system-controlled solutions to help satisfy customers become increasingly important.

As well as this, any customer-obsessed business who is looking to improve satisfaction should also consider running their business in a data-driven manner. For example, the data you hold on your customer should be up to date and accurate in order to effectively communicate with them not only via digital communications but in person too, be that face to face or over the phone.

Here are some simple steps you can take to help improve the data you hold on your customer in order to not only improve customer experience but also drive conversions.

1. Customer onboarding that will delight

Simply put, customer onboarding is the process of welcoming new customers, getting them acquainted with your products and services and addressing their questions and concerns. We all know this, but it is rare that as businesses, we stop and reflect on the approaches we take in addition to the way we handle the process.

Great onboarding is crucial to a positive customer experience and your ability to communicate effectively with customers and make the relationship profitable.

Many businesses offer free trials to entice new customers, yet according to Databox almost half of organisations they asked told them that less than 10% of free trial users converted to paying accounts. If you want to successfully bring those customers back into the process its vital you collect accurate data on them at the onboarding stage. Real-time data capture such as email and address verification are great tools to help you to successfully onboard new customers. Ensuring your website captures accurate customer phone numbers or email addresses will also allow you to follow up with that customer. A wrong phone number that you can't call back or an e-mail address with typos that you can't send messages to will leave a bad impression on your new customer.

2. Providing a great UX on and offline

In addition to providing simple ways for your customers to interact with you digitally via online forms, your customer service by phone also plays a critical role in winning new customers. In order to be able to react quickly and in an agile manner to callers, you need to know, for example, who is calling you and why who should answer the call and in what order. This is especially important for companies offering complex and expensive products and services such as insurance.

Almost everything can be easily compared in figures however, so you shouldn’t forget what makes your offer unique? In steps user experience.

The attention span and patience of users (or your customers) is constantly decreasing. In fact, a 2019 review by academics from Oxford, King's College London, Harvard and Western Sydney University found that the internet is having an immediate impact on our ability to concentrate, with people displaying a reduced capacity to maintain attention, following online activities. This is why the first contact experience, in particular, is so important in order to not only win the prospective customer but also provide a positive customer experience and in time turn them into loyal fans of your brand.

3. How technology can create a terrific inbound telephony experience

Many studies show that inbound telephony is possibly one of the most important customer contact channels for many industries in B2B and B2C. Trends such as voice control and tab to call experiences on smartphones increase the importance of this channel even further. Just as voice commerce is cheerfully stirring up the shopping and ordering process thanks to Alexa and Co.

Nevertheless, experience shows that companies rarely have innovative call solutions and products on their screens. Presumably, some decision-makers simply consider telephony too "boring". Depending on the target group, there is a discrepancy between the contact preferences of customers and the focus of the companies.

Tracking the entire journey - from keyword to landing page, contact and then conversion - is also crucial to measuring the success of digital marketing. This works perfectly as long as your user stays online. But what if the prospect lands on your landing page, for example, learns about your offering and then calls you? Would you know for your marketing success tracking that you have generated a lead from this campaign without explicitly asking for it and registering the number manually? Would your sales team know why the prospect is calling?

Another important hurdle is that when switching from the digital marketing journey to the telephone sales journey, the data record could be duplicated in your system - possibly with different data. However, if you know on the first call that your prospect is from a marketing campaign, probably his or her data was previously captured online at the beginning of the nurture process through lead generation forms, your call taker no longer needs to manually enter this data. Call tracking helps you to eliminate potential errors in data entry and your customer will spend less time on administrative issues on the phone.

When you consider all of the above, you can start your journey to becoming a data-driven business whose customers are at the heart of everything you do.

Guest Author - Manfred Artmeier, Multiconnect - The Call Journey Company.

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