3 Questions to Consider About Your Customer’s Digital Experience

An unnerving statistic from the research  experts at Gartner predicted by 2020, 75% of global consumer brands will lose 20% of their brand equity value due to declining brand perception.  The study concluded that successful companies must use analytics to better evaluate their marketing strategies going forward. As the leader in digital publishing and customized communication solutions, iPR Software has a first-hand knowledge of brand perception online and how companies are managing their brand equity value via analytics...and now with AI. As a company, we firmly believe the best User experiences are not static solutions but rather something that dynamically exists and changes each and every day.

One of the ways we’re helping companies manage their brand value is by incorporating AI into their analytics strategy and tactics. Embracing the power of AI with its advanced analytics capabilities builds customized customer experiences that are more contextual, adaptive, and personalized, ultimately effectively engaging customers.  Our clients ask the following three key questions as they evaluate existing customer experiences and seek to engage new fans and followers, and successful Clients such as NVIDIA, Toyota,  and Verizon, and many others focus on these questions too: 

1. What is the optimal customer experience? Ideas should be grounded in consumer insights and business realities, and ensure improvements are linked to the business metrics that impact the consumer the most. IT has an important role in architecting technology, but they are not always the ones closest to the customer and the workflow in which they consume your brand.  Engage your audiences and ask “How” not just “What” they need to better interact with your services.

2. Is the UX > UI? It’s all about the User Experience – not just the features and functionality! Do you remember KISS = “Keep it simple ____!”  Technology is great, but the customized integration of the workflow is far more important to the effective audience building and customer experience.  The currency of keeping customers engaged in an experience rooted in keeping it simple. UI alone is not enough—changes also have to be useful in order to build relevance and increase engagement.

3. How does brand shape the customer experience? In this age of technological disruption, brands are now built by the experiences they create. It’s a virtuous cycle. As brand characteristics shape the customer experience, those same customer experiences increasingly define the brand. Our successful clients are keenly aware that organizations that espouse customer centricity pay attention to changing customer experiences, ultimately building fans and followers that truly define the brands they love.

 We believe the best customer experiences are not static but rather living and dynamic solutions. Templated approaches can’t adequately maximize the unique workflow and needs of today’s growing organizations. As you ask the three questions above of your organization’s technology and customer experience, consider that customized workflows create easier, more responsive user interactions that drive more relevant and sustainable growth. Altimeter, said it best…“Technological capabilities must be paired with organizational commitment and preparedness in order to effect relevance-driving experiences.”