Keep an eye on data, app and total experience

I am sure you have heard about customer experience, employee experience and its importance. Much has been written on the subject and I like to summarize it in one sentence: customers generate income, employees generate experiences. We have lived in the world of experiences for a long time, in fact, there is more and more talk about the concept of total experience: the result of combining customer experience (CX), employee experience (EX) and user experience (UX) .

I suppose you are familiar with the first two Xs, but I am not so sure about the third; so I'm going to dig into it a bit. User experience is essential for the success of all businesses that sell their products and / or services through the web and different applications. It is made up of all the interactions that a user has, so how easy or pleasant it is to use will make a difference because if the user experience is degraded too much, people will simply stay away from those channels that are critical today. for success. While it is still important that a product works, creating total experiences has also become extremely relevant: the better the experience it offers, the more likely it is that customers will choose it over its competitors, it can be a differentiating factor in a saturated market.

Sometimes things happen in life without us noticing. We are all aware that in 2020 came a pandemic that changed the world, but many have not yet realized that in 2020 the experience lived through the applications became the only experience. Many of us were able to continue working, learning, celebrating birthdays, keeping in touch with loved ones ... through different devices. We have all experienced first-hand the difference between a good experience and a bad one, between a high-speed internet connection and one that is choppy, pixelated… through applications such as Zoom or Teams, to name two of the most popular. What is underneath, what is not seen, makes the difference; having monolithic applications mortgages the agility necessary to be able to leverage microservices, containers, Kubernetes. Something fundamental to keep customers hooked on us, to keep them loyal. 

Some say that customers are no longer loyal to brands. Personally, I believe that loyalty is earned, you work every day. Clients are constantly evolving and we demand many things, including that society take a turn towards sustainability. What we liked a few days ago, today we no longer like in the same way and this, without a doubt, affects the experiences lived through the webs and apps.

Have you ever wondered why many shops, bars, restaurants, hotels ... offer free Wi-Fi? And why do they have their own apps? The answer is very simple, Wi-Fi is an asset for the business, regardless of its sector. It allows customers to better connect with the brand and can even directly influence their behavior. The free Wi-Fi connection is not an expense; it is an opportunity to grow the business and increase customer satisfaction. Among other things, you get customers to stay longer, increase the retention rate and be more informed, without forgetting that it is an advertising opportunity for your brand and that all these interactions go through your customer's mobile.

We are adding key elements to create total experiences and all of them end in the same thing: in data and more data of the clients and their behavior. Which brings us to another fundamental piece of this equation, security and its first derivative in the form of privacy. Consumers demand personalized experiences driven by data. The capture, analysis, use and monetization of personal data is under more scrutiny than ever; Businesses must improve controls over data, beyond government agencies becoming more concerned with data protection or how to counter the growing dominance of tech giants.

In short, to create total experiences it is essential to bet on modernizing our organizations. The return is worth the investment of modernizing applications, offering Wi-Fi, evolving loyalty programs, optimizing data management, protecting data security and integrity.

Translation by Google Translate

Originally published at Disruptores e Innovadores

https://www.elespanol.com/invertia/disruptores-innovadores/opinion/20210309/ojo-dato-app-experiencia-total/564573538_13.html