Why are so many digital experiences still ignoring the customer? We read stats about 85% of businesses competing on ‘customer experience’ alone in 2016, but I don’t see it!
I’m an avid Internet user, but only see a subtle increase in the quality of sites across the net. I still have to trawl through dozens of sites to find one that offers what I’m looking for. A few weeks ago I wanted to buy some Wallpaper online and thought this would be a relatively easy and enjoyable exercise. I must of visited 20+ websites and they all made it so difficult to buy from. The range of Wallpapers they offered was fine, the prices were generally fine, but the ability for me to ‘virtually experience’ the Wallpaper was almost non-existent. It seemed they all had one thing in common, they lacked a ‘customer-centric’ approach.
Customer-centric, means it was designed and built to empower the customer. So how hard could it be to help facilitate the sale of Wallpaper online? Lets explore the obvious customer needs;
- I’ll need a decent range to choose from,
- I’ll need the prices to be realistic,
- I’ll need to understand scale–how large is the pattern, 10 x 10, 50 x 50cm’s?
- I’ll need to see the texture of the paper, is it rough like blotting paper, or is it smooth and shinny?
- How does it look in context, whether in a bedroom, or in a kitchen?
As a typical online customer, I don’t think it’s unrealistic to expect answers to these questions. Particularly if I’m looking to spend anywhere from $3,000 to $5,000, I’ll need assurance that what I’m buying is exactly what I want. I’m not alone, customers are becoming increasingly expectant, we are literally spoilt for choice, and if we don’t find what we want first time, then we will persevere until we do. So to say that a customer-centric approach to digital engagement is a competitive advantage, is an understatement.
If you are aware that your business isn’t supporting its’ customers enough, then you really need to do something about it. Customers are gravitating to the experiences that make their life that little bit easier. At Spire Digital, we are driven to improve the customer experience and have customer empathy in spades. So if you want to drive sales and inspire your customers through customer-centric digital engagement then I’m confident we can help.