On the way to Experience Driven Business?
Today, there is not an event, not a conference, not a presentation, where no one speaks about customer experience. This is due to the clear predominance of digital, but also to the increasing will to break down silos: thus “Navigating the new digital divide”, the recent Deloitte study, showed that if, in the United States, the digital impacts 64% of in-store sales, only 4% of total Retail sales takes place online. In other words, the digital is a fully fledged sales channel, but it is especially a crucial channel for the overall growth of the company, both through digital and physical channels.
Therefore, it is important to offer consumers a unified experience across all channels. The more quality is offered through this experience, the more impact it will have on the business. The study “The Value of Customer Experience, Quantified” conducted by Gartner Medallia shows that when we ask customers to rate their experience on a scale up to 10, an increase in this rating from 1 to 10 is equivalent to an increase in sales by 2.4! This impact of the experience is even more obvious on subscriptions, with an increase in sales of up to 6.2 for an extremely positive experience.
How to deal with these data as a marketer? Often, e‑commerce is more or less akin to a product catalog, without offering a truly engaging experience to its Internet users. It’s a real problem because it is the building of a rich and consistent customer experience that will make the difference.
To achieve this, it is necessary to rely on four foundations:
- Create rich content, particularly by using videos, whose consumption is exploding. Some studies show that the presence of videos increases conversion by 65%!
- Link this experience with products: too many companies separate the product catalog and the content created around such products. The content should be considered as a conversion aim, and as a discovery tool for the product. This means that the catalog must be above all experiential.
- Deliver this experience on the right device at the right time, to the right person. The notion of context is essential: we must, of course, optimize content based on devices, but also push a personalized experience, contextualized, in real-time, otherwise the conversion chances are minimal.
- Finally, measurement and optimization. It remains essential to continuously measure the results of all these actions to obtain the key to understand and optimize, in order to rally customers.
To achieve all this optimally, brands need to be guided by an agency, but the experience platform dimension integrating the different e‑commerce platforms (Hybris, IBM, Demandware …) like Adobe offers, is also essential. Indeed, what really makes the difference is the ability to offer a rich and creative experience, capable of generating ROI but also ROA (Return on Attention): you have to get the attention and curiosity of your audience, before being able to turn it into customers.
What about you, how important do you see the customer experience in digital today? Feel free to share your views in the comments.