The COVID-19 pandemic has largely transformed stores and physical outlets into an array of digital touchpoints and online interactions. Today's digital customer experiences are dynamic, and customers are heavily relying on digital transactions, for their essential & retail needs.
The US has seen a 20% uptick in preference for contactless operations, with numerous industries adapting to this change, states a McKinsey report. While, in Italy, e-commerce sales for consumer products had risen by 81% in a single week, during the pandemic.
Yes, this is the new reality and the new world order!
37% consumers prefer to satisfy all essential needs while staying indoors - including working, virtually socializing, consuming media, and making retail purchases - Forrester.
The challenge for brands with an upshot in digital customer experiences is to ensure that end-to-end contactless digital customer journey is understood and mapped from beginning to end.
What is an End-to-End Contactless Digital Customer Journey?
An end-to-end contactless digital customer journey is a detailed framework of the path traversed by the user/customer with a brand encompassing different stages of interaction on digital channels from research, consideration, selection, conversion, service and finally - advocacy.
In the new normal, this is indispensable for all businesses as digital is going to remain the primary mode of all communications & transactions.
What Does It Mean for Brands and Consumers?
A McKinsey research establishes why end-to-end journey is important for brands. It says that focusing on larger journey over time and covering multiple touchpoints has greater impact on business performance with 30-40% increased customer satisfaction and 20-30% greater impact on business outcomes.
Another report by Forrester Research establishes why end-to-end journey and digital customer journey mapping is important for a delighted customer. It says - understanding the specific devices, touchpoints and interactions is the only way to know if your digital investments will directly improve CX.
End-to-end contactless digital customer journey is an effort by brands to understand their customers from the very eyes of the customers. How seamless or frustrating is their experience? How quick or painstakingly slow is their interaction with your touchpoints? How simplified & fast is your support and delivery? What are the steps they need to go through before they make purchase?
Let’s discuss some of the benefits of end-to-end to contactless digital customer journey:
1. Realignment for the right CX
Customer journey data and analytics can help brands in enhancing their testing capabilities by emulating what customer sees and hence realigning content, campaigns and apps before they are ready for an improved CX. Experience and performance data including site abandonment statistics is helping brands to ensure speed and consistency of their websites - thereby contributing to improved leads, customer conversion, retention and even higher search engine rankings.
2. Customer Centricity: Meet the customers where they are today
The primary goal of the entire digital journey mapping exercise is to better understand your customers. In the age of customer-centricity and empowered customers, a well-designed digital customer journey mapping is a critical element of every business’ growth strategy. The focus here is showing care and concern to customers by reaching out genuine support and not just marketing campaigns.
3. Aid to Support Team & Cost Efficiency
Realignment and recalibration of your products and services on your brand touch points at the right time before will surely helping brands to save time and cost involved. An end-to-end digital journey map helps brands to anticipate user reactions under different circumstances and helps them bridge operational efficiencies beforehand. This means expand home delivery options and innovating digital models to weather the COVID-19 crisis safely from home.
4. Building Empathetic Connections & Increase in Customer Engagement
What type of content will resonate with specific customer? How user segmentation can help in delivering personalized content? What context, tone and emotional connect is to be used with target customers? An end-to-end digital customer journey greatly helps brands in crafting personalized, contextual, hyper-relevant and meaningful content. It thus helps in increasing customer engagement and building an emotional connect with the customers.
The way businesses deal with their customers, employees, and the broader community in a crisis is likely to leave lasting memories in customers' minds. Therefore, this is the time to build agile capabilities now to address immediate needs of customers and prepare for the future - beyond COVID-19!
MORE FROM OUR BLOGS
Crafting Bespoke Claims Handling System for a leading UK based Insurance brand to enhance Customer Retention
A leading UK-based Insurance brand dealing primarily in claims business, which specializes in employer's liability and third-party insurance coverages for over 100 years now.
Supporting & Building Digital Solutions for Improving Customer Experience
Espire upgraded their existing corporate website to Sitecore version 9.1 for streamlining navigation issues, upgraded their E-commerce platform for delivering personalized customer experiences, deployed Sitecore technical enhancements to improve development process like refactoring, Unicorn, Glass mapper and T4templates, Search etc
A Leading Offender Management Software Solution Provider Gains the Competitive Edge of Agility
The client is a leading provider of offender management product, catering to the Governments sector mainly to Canada, USA and UK. With the aim of becoming agile by automating the internal processes and modernizing the systems, the client decided to develop an application to assess their end-client’s business process environment.
Role of data analytics to drive customer acquisition and maximize return on campaigns
Creating a customer-centric digital marketing strategy that accurately targets and addresses your customers’ needs is essential for any business. However, this can be challenging when you lack the right tools and data to help you do it. In this article, we’ll be focusing on how you can use data analytics in your digital marketing efforts to acquire new customers and retain current ones.
Sitecore Symposium 2022 Check out latest updates and announcements
Sitecore made some huge announcements during the Sitecore Symposium 2022 event to continue their journey to build and help and their customer and brands to deliver standout CX through innovative solutions that drive results and build customer loyalty. Learn about all the announcements and updates now.
Sitecore managed cloud drive digital experiences at scale with cloud
Businesses have started investing in digital experience platforms and technologies aggressively to drive omni-channel digital experiences throughout the customer journey. Sitecore empowers businesses to host their different DXP products on cloud, Sitecore Managed Cloud helps them streamline system integration, enhance the speed of deployments while providing improved security and data privacy.
Global Customers Served
Years of Experience in Digital Transformation & Total Experience