Forrester recently published their Top Technology Trends for 2014 to 2016 report, which states that
‘A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business as we more fully enter the digital age.’
Businesses today are all too aware of the fact that we are living in the age of the customer, ‘where customer obsession is the new frontier of competitive differentiation — scaled and fuelled by customer insights’ (Forrester, 2014).
According to Anna Kirah, Chief Experience Officer at Making Waves; ‘You need to observe, listen and understand people from their perspective and not your own. You have to collaborate with your potential customers.’ The lack of a user-centred design approach and the idea that we already know what our customers want or do not have time to ask them is the single largest mistake businesses make.
Consistency across channels
As our physical and digital worlds collide, so do our expectations for uniform service, regardless of which of these worlds we are in. Therefore, in order to keep customers engaged and satisfied, the digital experience must be consistent across web and mobile delivery channels, with content presented appropriately within each context. Consumer’s impressions of a business are largely established through digital engagement, forcing businesses to recognise that software is the brand.
Today’s organisations need to deliver on these heightened expectations and build relationships that allow them to thrive, in other words, they need to do more. Therefore, in order to compete in today’s competitive market, businesses must understand the needs of their customers and deliver exceptional service while at the same time simplify the experience and delighting those engaging and doing business with them.
‘Any intelligent fool can make things bigger and more complex…It takes a touch of genius and a lot of courage to move in the opposite direction’ – Albert Einstein.
Find out more about how you can enhance your company’s digital success and get 10 tips to help you create a great digital experience by downloading our free guide: