Written by Luis Hergueta for Buljan & Partners Consulting
Now that I think over Digital Customer Experience, we read in the news that the Spanish Bank BBVA is going to change its top management in order to reach its goal for a digital transformation. The banking sector, among others, is going digital (“Claves para el nuevo entorno” [Keys to the New Environment] by FIAB [Spanish Federation of the Food and Drink Industry]). On the other hand, we see that not everything is digital, as we read in this article “Si está todo en internet, ¿por qué seguimos yendo de compras?” [If Everything is on the Internet, Why do we Keep Going Shopping?]. That is to say, not everything is digital – the physical experience is fundamental but the digital side is taking on an increasingly prominent role. The mix of the two in a customer journey is key and every company has to find the right balance for its business model which will benefit the customer.
I’m going to outline this issue in 4 QUESTIONS and 1 CONCLUSION.
1. But WHAT IS Digital Experience?
It is the set of interactions between a customer, a company and their environment through any digital channel at any time. This involves listening, understanding, and talking to the client, generating and maintaining interest, managing the experience and optimizing the relationship.
2. And WHO is behind it?
Behind these initiatives, at least and in the first place we have the human resources department (those who provide the experience), IT (technology serving humans), marketing (knowing the client and dialoging), finance (being customer-oriented is profitable and there are KPIs for it), the customer experience department (the coordinator), sales (managing the experience), and leadership (as seen in the case of BBVA, without proper management, the transformation to an excellent digital experience mentality is not possible).
3. WHAT FACTORS should I keep in mind?
In this day and age, the Digital Experience can happen from anywhere in the world, in any way (a public or private company, in any country) and between any kind of speaker, thanks to Internet connections available 24/7. This is both good and bad in terms of visibility. Visibility includes other associated values such as: transparency (I can know if something is true relatively easily), innovation (what doesn’t provide me with something different isn’t worthwhile), security (if I don’t trust something, I’ll search elsewhere), and platform (if I can’t find it on the channel or device I’m using, I’ll go to the competition, “Retos de las empresas en atención al cliente” [“Challenges for Companies in Customer Service”] by the online magazine Dirigentes Digital). In short, there are so many alternatives that it is important to keep it in mind so that we, as a company, are the ones our customers choose.
4. And who said it would be EASY?
In the value proposition that we must give our customers, the customer should feel primarily that we’re taking care of their needs (“Customer Delight in a Digital World: 10 Big ideas”, by the Customer specialized site Customer Think). That is to say, that when they need something from us, we’ll be there to provide them with it easily and with great service. Customers can be very different and that’s why it is important to identify them properly in our CRM and to be careful and send personalized & relevant communications to each of them.
Each customer will value a series of factors more than another type of customer, which is why it is important that we provide the right value to each specific target audience. For example, Knockaround glasses, founded by four young men from Elche (Spain), has had a tremendous increase in turnover. This is based on choosing a product with a high market demand, selling it at the right price, and with three basic online elements: creating a very user-friendly website based exclusively on images of the glasses, comprehensive KPIs, and retargeting. This strategy is based on the idea of “following you” with its banner ads as you navigate through other pages. In other words, either you make the decision the first time, or they won’t let you forget about them. And all this is a company whose offices are semi-hidden in order to stop too many people from going there to buy glasses in person and distracting them from “their main” focus – online experience. My question is, does this company meet all the premises of a “Digital Experience”? Probably not all of them but definitely enough for the customer to see the value in his / her purchase. Another question. Do customers come back to repurchase? They most certainly do because it is a compulsive and a fashion-based purchase which allows customers to come back and buy more after a couple of months.
BE FLEXIBLE | FACILITATE THE EXPERIENCE | MAKE DECISIONS IN THE CUSTOMER’S FAVOR
These are my messages. What do you think?
Luis Hergueta is consultant at Buljan & Partners Consulting and specialist in customer centric marketing. Luis is consultant for customer centric and customer experience projects accross several industries at Buljan since 2011.