From Click to Conversion Customer Journey: Webinar Recap

In April 2024, we hosted a virtual event titled 'From Click to Conversion: Elevate Your Customer Journey. '

In a fireside chat, a distinguished panel of seasoned DSG professionals, each with a wealth of experience in their respective fields, shared invaluable insights on crafting a successful customer journey. This article distils some of the pivotal points from our esteemed panellists, offering you insights to fortify your customer journey strategies.

Our incredible panel included the following:

Lisa Basson, Head of ??Digital and CX for? our? CXG? group? from? DSG

Brandon Meszaros - Integrated CX Expert, CEO at CXG

Michael Elmira - Marketing Consultant at DSG

Introducing Customer-Centric Tactics: Channel Mastery

In our research at DSG, we've discovered a significant trend: over two-thirds of CMOs, including 82% of leading torchbearer marketing executives, are prioritising the development of more profound, richer customer experiences.

This is a clear reflection of the current marketing landscape. Furthermore, our research reveals that nearly 80% of consumers feel that the average brand doesn't understand them as individuals, highlighting the need for customer-centric strategies.

Key Industry-Specific Channels for Enhancing the Customer Journey:

As industries continue to discuss diversity, customer experiences are changing fast. Technology is becoming the primary way customers connect with businesses, so it's crucial for us to understand how they use technology and what they prefer. Adapting to customer habits is necessary, not just a strategy.

Knowing where our customers are is the first step to effectively engaging with them. We need a mix of old and new ways to reach them. But while we innovate, we must keep the trust we've built. This means understanding our customers well enough to engage with them correctly.

New platforms and technologies are constantly emerging. Businesses want to keep up with the latest trends, like TikTok and AI. But technology is just a tool for reaching customers. If our audience is older, we might not need TikTok. Using TikTok takes a lot of time and effort. We should make sure it's worth it before we invest too much. Testing new ways to reach customers is okay, but they have to work for us.

Choosing the Right Strategy for Your Channel:

Businesses must consider several factors when choosing the best way to reach customers. Different strategies work for different companies, so it's important to be flexible and use various platforms.

Mapping out customer journeys helps us understand what customers do from when they learn about a product to when they buy it. It's important to know what customers want and to look at every interaction they have had with us. The channels we use should match those interactions so customers have a good experience and we meet our goals.

Using technology, making everything work together, and connecting with customers are all crucial to a successful channel strategy. We need to solve customers' problems, know where they are in their customer journey, and be clear about our business goals. Our strategies must focus on customers' experiences and fix any problems using technology and a mix of human contact to show how we can improve customer experience.

As Algorithms and Technologies Evolve, How Should Businesses Adapt?

We've learned that mapping out the customer journey is crucial. We can analyse each step by understanding how customers first interact with us, such as through a Google search, a Facebook ad, or a brochure, and then tracking their journey until the final purchase or conversion.

This helps us identify which platforms or technologies align with each step of the customer journey. Taking this targeted approach allows us to optimise specific stages of the journey, ultimately increasing conversions.

Customer Management Strategies for Enhanced Satisfaction:

To support the customer throughout their journey, it's important to develop efficient processes. Understanding the customer's experience by putting yourself in their shoes is vital. Measuring the effectiveness of the customer journey at different stages is crucial because you can't manage what you don't measure.

Understanding your Customer Satisfaction (CSAT) score is essential at the end of an interaction or various journey stages. Monitoring customer churn rate and identifying where customers are dropping out of the funnel helps pinpoint areas that need improvement. Analysing the process to enhance the customer experience and avoid expending unnecessary effort on tasks that should be straightforward is crucial.

Creating a Seamless and Impactful Customer Journey through Effective Multichannel Utilisation:

At DSG, we work with great clients and have implemented comprehensive strategies to engage customers across various channels. We understand the importance of using the proper channels to ensure a great customer experience.

For example, we help a fast-food brand engage with customers on social media platforms like Facebook, Instagram, Twitter, and TikTok. Our team is empowered to manage interactions through phone calls, emails, and web engagements while maintaining a consistent tone that aligns with the brand's identity.

Using technology, we integrate all these interactions into one system to gain a detailed view of the customer. This helps us provide personalised and effective customer interactions, making this approach very successful.

The Importance of Personalization in the Customer Experience Landscape and Its Contribution to Overall Satisfaction:

Personalisation is important because we see ads every day on social media, while driving, and on streaming services. Most of these ads go unnoticed and are easily scrolled past. So, it's essential to personalise marketing efforts to address customers' specific needs and pain points.

When the content connects with the customer and addresses their problems, they are likelier to notice and engage with the brand. This is especially important at the beginning of the customer journey when we try to catch their attention and encourage them to take the next step with our brand.

Personalisation also means communicating with customers using their names and understanding their preferences, interests, and previous interactions with the brand. Building trust and delivering relevant brand engagement through hyper-personalization makes a big difference in the current consumer environment, leading to more sales and repeat purchases.

Digital Nudges:

We often hear about digital nudges, which are small changes made to engage customers. They could involve highlighting a part of a website, displaying extra information in a pop-up, or using a chat bubble to guide the customer. The aim is to steer the customer in a specific direction and help them along their journey.

Digital nudges are incredibly useful. They are often used to introduce new app users and to bring attention to new features. They can also provide extra details that customers may be looking for during the sales process. For instance, if a customer spends more than 30 seconds on a product page, we can offer them more information about the product, such as customer testimonials or a link to a relevant blog post.

The idea is to provide customers with the extra information they need without being intrusive. We've found digital nudges particularly useful in onboarding new customers, teaching them how to use apps or websites, highlighting new features, and offering additional information to address customer questions during their journey. It's important to remember that customers still value authenticity and a human touch despite the focus on digital interactions. Therefore, finding a balance between using AI and technology while integrating integrity, personalisation, and respecting the customer's time is essential.

What is the next horizon??

AI is the upcoming significant change. It might not directly involve customers, but it will be crucial internally, especially for understanding your customers. AI is set to transform business technology and automate many tasks. It will help eliminate manual work and let people focus on creating new ideas.

Automating routine tasks will allow businesses to shift their teams to more meaningful work, helping them concentrate on creative ideas and gain a competitive edge. Companies that can effectively tell stories and implement big ideas will also have an advantage over those that only use generic online ads.

So, it's essential to understand and adjust to the changes brought by AI and similar tech, especially for understanding customer journeys. Knowing where your customers are is crucial for ensuring you reach them effectively.

To watch the full recording from this session, Click here.

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