The world of digital experiences has evolved, with customer experience (CX), marketing experience (MX), and user experience (UX) playing important roles. Chander Damodaran, CTO of Brillio, explores how businesses can seamlessly bring these experiences together to go above and beyond for their customers.
Businesses that have achieved success understand the importance of providing a great customer experience (CX). As customers desire a seamless experience through their chosen channel, device, or touchpoint, companies are advancing from multichannel to omnichannel and then to multi-experience (MX). This requires leveraging various modalities, digital touchpoints, apps and devices to design and develop a unified experience.
In the past, MX developers designed apps independently, based on how people clicked, spoke and touched various web, mobile and wearable interfaces. Now, all these experiences are built on the bedrock of ensuring the best user experience (UX) managed by product, program and service delivery managers.
In the world of digital experiences, customer experience (CX), marketing experience (MX), and user experience (UX) play important and interconnected roles. However, these disciplines often operate independently. Companies seek to create a more unified, personal, and engaging digital experience to stay ahead of the competition.Â
Although immersive digital experiences are still in their infancy, enterprises must start experimenting now. This involves updating technology infrastructure, adopting new strategic thinking, transforming business models and services, and ensuring privacy and data security. To achieve this, companies should assess and adopt appropriate technologies, begin with small steps, move quickly, and prioritize privacy and data security.
See More: Why Immersive Commerce Is the Next Standard in Customer Experience
An Era of Hyper-personalization
In today’s competitive environment, organizations must act more contextually relevant, intelligent and impactfully, which calls for a detailed understanding of their target audience. Businesses must find a way to personalize their interactions to engage customers and boost sales.
The concept of personalization has been introduced previously. Still, technologies, including AI and machine learning, have enabled businesses to narrow down a customer’s preferences that the customer may not even be aware of. Businesses must also focus on developing trust, creating a secure environment, and offering customers the option to opt in and out of personalization. This will ensure that customers are comfortable with the level of personalization and that their data is secure.
Another example of hyper-personalization is using AI to tailor the customer journey. By leveraging customer data, companies can better understand the customer’s needs and interests and provide customized content and relevant offers. For example, suppose a customer purchased summer beach gear last year. In that case, the retailer could use hyper-personalization data to determine the purchase location, a device used, time of purchase, payment method and social media activity. This way, one can design a highly engaging campaign ahead of the current summer season to potentially lead to an even more profitable sale.
For better customer service, higher efficiency, growth, profitability and increased client lifetime value, hyper-personalization has emerged as a strategic necessity. To anticipate customer needs and offer better customer experiences, businesses need to gather detailed information through extensive data and analytics.Â
How to Strategize Omnichannel Delivery
When customers engage with brands physically and digitally (i.e., “phygital†commerce), integrated omnichannel strategies must prioritize customer service and an effortless buying experience. Today’s customers demand and expect the same level of service no matter where or how they shop. An omnichannel business strategy can significantly increase revenue for firms, while the lack of one can seriously impair sales potential.
From a physical store perspective, stores can use RFID tag technology to track customers’ in-store movements and send personalized messages and offers to their mobile devices. They can also use interactive displays to give customers more information about their products and provide customers with an easy way to purchase items. Mobile wallets and digital payment methods are becoming increasingly popular in stores, making the checkout process easier and more convenient than ever before.
Regarding your digital omnichannel strategy, businesses need to worry about websites, social media pages and mobile experiences, anything customers interact with. At the bare minimum, companies should optimize their website for all devices, from laptops to smartphone screens. Companies should also focus on providing a seamless checkout process, such as offering various secure payment options, including online payments, buy now, pay later, and in-store pickup.Â
Businesses can enhance their omnichannel approach by comprehending consumer journeys and creating individualized experiences. Each cross-channel touchpoint should offer customers a unified experience they can interact with easily, thanks to an omnichannel strategy. This means customer service must be consistent while providing help in multiple ways whether that is through a customer service hotline, an online chatbot, or a help desk—so that customers can get the assistance they need in a format that is comfortable to them.
Studies Opens a new window show that companies with a strong omnichannel retail strategy have higher customer retention rates and that omnichannel consumers typically spend more over time, with larger transaction sizes and higher customer lifetime value.
Evolving in the Metaverse
In the metaverse, companies can introduce new products, services, and experiences that surpass anything currently available online. With time, the metaverse will provide decentralized, long-lasting, compatible, and cooperative business opportunities and models. This will allow businesses to reach new heights in digital business, boosting brand recognition and customer loyalty while appealing to Gen Z and Gen Alpha customers.
According to McKinseyOpens a new window , 60% of consumers familiar with the metaverse engage in metaverse activities today, while 95% of business leaders expect it to positively impact their industry within five to 10 years.
The metaverse is considered a new era in digital evolution, combining mobile internet, social connections, and web 3.0 to create immersive virtual and augmented reality experiences, transforming traditional internet usage.
Ultimately, the metaverse will provide businesses with an unprecedented level of customer engagement and insight. Companies that are able to adapt to the metaverse and leverage its potential quickly will be able to unlock new opportunities, connect with customers in meaningful ways, and create experiences that will help them stand out from the competition. As the metaverse continues to evolve, it will become increasingly crucial for businesses to stay ahead of the curve, leveraging its potential to create unique customer experiences.
The Immersive Future of CX
A confluence of changing market dynamics, tightening regulatory pressures and evolving customer preferences are shaping new ways of doing business. Enterprises must prioritize being customer-centric and delivering personalized, seamless experiences by leveraging technology solutions and capabilities. This requires exploring new business models and experimenting with innovative technologies for a competitive advantage in enhancing customer experiences.
How do you think immersive experiences will shape customer experience in the near future? Share with us on FacebookOpens a new window , TwitterOpens a new window , and LinkedInOpens a new window .
Image Source: Shutterstock