With ever-demanding customers who may stop supporting a brand after just one bad experience, delivering a personalised, consistent and seamless customer experience across multiple channels has become a top priority for businesses.

Indeed, by 2018, some 80% of companies that serve consumers say they will revamp their digital front doors to serve more customers than they do at present, according to IDC, a technology research firm.

But what does revamping digital front doors entail? And how will doing so enable organisations a deliver a great digital customer experience? Here are three steps you can take to help you transform your customer experience from dated to digital:

Understand your customers’ preferences

It’s hard to transform your customers’ experience if you don’t know how they prefer to engage with your brand. Whether it’s buying a product from your brick-and-mortar store or e-commerce website, or making an appointment to try out your product or service, you need to know if your customers prefer to engage online or offline, under which circumstances, and their preferred communication channels such as e-mail, telephone and online chat. Much of these insights can be gleaned from user studies, using a combination of qualitative and quantitative research. Then, match the various touchpoints to a user journey to ensure you’ve got most customer preferences covered. Increasingly, as more consumers prefer to engage with brands for the first time online, it is imperative for any business to develop user-centric websites and a strong social media presence.

Create a digital workflow strategy

Once you’ve got your customer preferences worked out, the next step would be to develop a digital workflow strategy that underpins the digital customer experience. For each touchpoint, identify the corresponding workflows that are needed to address a customer’s needs. For example, all queries submitted through an online form should be directed to the right staff for follow-up action. For touchpoints involving a physical store, say, a telco shop, customers could apply for a service using the store’s tablet device, and sign the application form using a stylus. The completed forms could be printed for a customer or sent to him or her via e-mail. The customer data could be stored on the telco’s customer relationship management system, to be used by marketers to inform customers about relevant upcoming promotions.

Automate your workflows

This is key to the success of any digital workflow strategy. After all, without automation, organisations would need to manually track customer interactions and direct queries to the right department, whether it is to the tech support team or customer service representatives. Plus, with automation, tasks for digital workflows can be reallocated based on staff workload and employee availability. Finally, don’t forget about reporting capabilities in your digital workflows, so that managers, with full visibility on the bottlenecks in your digital customer experience, can make informed and timely decisions to address customer issues.

Discover how Fuji Xerox Smart Work Innovation can help you satisfy your customer’s needs digitally. Get in touch with us at swi.marketing@fujixerox.com today!

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