Your Digital Customer Experience

Yesterday I presented an online session to agents around the UK on understanding their digital customer experience.?(these sessions weekly for any agent to join)

I thought I’d share from that, a few things for you to think about and assist in enhancing yours.

First, I highlighted the fact that we’re in a Digital Age or known as the Information Age. We have during this age, even evolved from using systems to store information to make life easier, to now acquiring a deeper level or information to use it in providing a digital customer experience.

For every one person you might say who might not have a mobile, reads a newspaper and likes to send letters (6% who are completely excluded from the digital world) there are 94% of people are who not, so how are you investing in catering for them to have a unique experience when meeting you digitally? Each year we move deeper into this age so are you keeping up with what people expect?

Second thing to think about, it doesn’t have to be an alternative. Initially some clients and their teams I coach, can resist moving into the digital space, of fear that it is replacing the human aspect. Therefore, you might have not yet explored this due a pre-conception that this happens.

Your Digital Customer Experience will be an extension of your customer experience.?Helping people to interact with you before you even meet them and sit in their house. It will in fact enhance that first meeting, as they would have experienced you already with the feeling that they already know you.

If you’re considering how you can increase people wanting to use you, look at not what they’re just searching for property wise, and look at how you can help them on their journey with the reasons why they’re moving. This space is huge to develop into due to the fact it’s still a new way of thinking and working, if you’re willing to explore it.

An agent I coach yesterday, who has joined as a Sales Director of agency I worked with was amazed to this new way of digitally working. I showed him in a few clicks, from the 1000’s of instant valuations they had, a person who has been active with them digitally in the last hour from an instant valuation that didn’t last year. With several people under on that same digital experience. Now all he needed to do, was pick up the phone at the right time, call them and take over the human aspect of booking that market appraisal.

Some agencies I work with have now developed over 40 different digital customer experience journeys firing off unique, personalised, video or written content based on what the customer has told them. What data they know on that person. These digital experiences happen in some key areas when someone interacts with them…

• Buyer and tenant registrations
• Lead generation such as instant valuations
• Before, on and after a market appraisal
• Targeted personalised, email campaigns

3 questions?I left with agents to ask themselves around this topic

1. Where are you today with your digital customer experience?
2. Where do you want to be tomorrow with it?
3. What are you going to do to get there?