Digital business but dissatisfied customers? Try focusing on their experience…

Digitalization of business is the way forward and many have already implemented it. But when you look at it from a customer’s angle, the picture looks distorted. Typically, customers hear from a company when there are information updates or when the company wants to sell them something. Between these two transactional scenarios companies seldom connect with customers, which leads to low attention, minimal brand loyalty and high customer switch. And in the instances where companies do reach out to customers to cross promote products, most often the marketing messages are dense, lengthy, and difficult to comprehend, and to top it all it comes as an SMS or an email which never gets opened.

Your customers, who are usually grappling with everyday activities, would not give such messages a second glance. It should come as no surprise when only about 15% of the customers are satisfied with the kind of digital experience that companies are providing. Customer experience is imperative whether you are updating your product or introducing a new one or trying to keep the relationship ongoing and healthy. With digitization taking over, most companies are locked in product and process orchestration, while proactive and immersive customer responses are rare and/or absent. Marketers fail where empathy succeeds. To understand the customers’ experience, marketers and product teams have to put themselves in the customer’s shoes and understand the journey that they have to take to grasp the important information you are conveying.

At the outset, simply adjusting your business or product strategy to make it more adaptable to the digital environment can be ineffective, except if you were to use a medium that epitomizes experience over mere information dissemination. For instance, a policy holder in contact with an insurance company, will have to deal with multiple touchpoints in the system in order to process their insurance claim coverage. Ranging from talking to a customer support desk to enquiring about the process to follow, online chat before submitting the claim, interacting with TPA for claim clarifications, and final payment settlement from the insurer, a typical customer may interact with 5 to 6 touchpoints in an insurance company on one instance.

Specific touchpoints can only operate within their own silos of customer experience. Companies should choose an intermediate that focuses on the customers’ experience rather than only the touchpoints. Hyper-personalised videos have the ability to stitch these experiences across multiple touchpoints and create a seamless interaction between your business, its offerings, and your audience. Each interaction, based on industry satisfaction ratings, may have a 90% chance of going well. But the average satisfaction takes a beating over the course of the entire journey – this even when the majority of the encounters seem positive. That is because, even if customers are not disgruntled, they are not entirely satisfied.

It is time to shift to more personalized contextual and meaningful synergies where your customers are able to relate to your business. Create a customer-centric journey that is more applicable to the business outcomes than the touchpoints alone. Automated dynamic personalised videos can easily fill in the expectation gaps, which other informational experiences are clearly unable to address. Delight the customer with personalized updates every time he connects with you and makes their experience unique and relevant.

With Selfanimate GoCampaign you can provide customers with automated, workflow driven best-in-class experiences at every touchpoint using hyper-personalised videos. Captivate your audience by providing just the right level of follow-on information they need, in visually engaging ways. Create meaningful improvements in your customer relationship management strategy by putting the customer in front of problem-solving and improve their customer journeys and related experiences. Let the products, features, and processes follow the customer rather than putting your customer through the tedious activity of trying to keep up with you.

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