How to Win Over Digital Customers

 
 
By Dennis McCafferty  |  Posted 09-08-2016 Email
 
 
 
 
 
 
 
 
 
  • Previous
    How to Win Over Digital Customers
    Next

    How to Win Over Digital Customers

    Customers—not competitors—now set the bar for what’s expected of businesses, and the next wave of digital services will completely transform the customer experience.
  • Previous
    Slight Edge
    Next

    Slight Edge

    52% of survey respondents said their brand's digital customer experience exceeds that of their competitors.
  • Previous
    Experience Gap
    Next

    Experience Gap

    Only 7% said their company's digital customer experience exceeds the expectations of their customers.
  • Previous
    How Companies Are Improving the Customer Experience
    Next

    How Companies Are Improving the Customer Experience

    Developing/improving digital channels: 60%, Developing/improving traditional channels: 48%, Improving analytics capabilities to enhance customer insights: 47%
  • Previous
    Distinguishing Element
    Next

    Distinguishing Element

    72% of survey respondents at high performing customer experience companies said they're leveraging digital tech to gain greater differentiation in the market, compared to just 50% of those at other companies who claim the same.
  • Previous
    Lean Machine
    Next

    Lean Machine

    79% of those at high performers said they're increasing customer-scaling ability and efficiencies by leveraging digital tech, as opposed to only 57% of those at other companies who are doing this.
  • Previous
    Transformative Steps, Part I
    Next

    Transformative Steps, Part I

    91% of those at high performers said digital is reinventing the overall experience that their company delivers to customers, compared to 70% of those at other companies who said this is the case.
  • Previous
    Transformative Steps, Part II
    Next

    Transformative Steps, Part II

    89% of those at high performers said digital initiatives are motivating their company to reinvent what it does, as opposed to 70% of those at other organizations who said this is happening.
  • Previous
    Commerce Catalyst
    Next

    Commerce Catalyst

    91% of those at high performers said data and analytics are critical in driving customer experience improvements, compared to 66% of those at other companies who agree.
  • Previous
    Next

    "No Silo" Zone

    78% of those at high performers said experience-related customer data is easily accessible to employees throughout all business functions, but just 49% of those at other organizations said this is the case.
  • Previous
    Solid Numbers
    Next

    Solid Numbers

    94% of those at high performers said their organizations is aligned around its metrics and key performance indicators (KPIs), but only 55% of those at other companies claimed the same.
 

While the majority of companies are out-performing their competitors in delivering a digital customer experience, very few are exceeding customer expectations, according to a June 2016 commissioned study conducted by Forrester Consulting on behalf of Accenture Interactive. The study, titled "Expectations Vs. Experience: The Good, The Bad, The Opportunity," distinguishes typical organizations from what it calls "high performers," or those which use the customer experience to drive brand differentiation and either meet or exceed their customers' expectations 91% of the time. High performers deploy data and analytics to a much greater extent than average companies, while making this customer experience-related data easily accessible throughout all business functions. Indeed, most high performers indicate that digital initiatives are reinventing their organization - which is proving critical in today's market. "Meeting customer expectations is by no means a small achievement," said Anatoly Roytman, a managing director for Accenture Interactive. "(These) expectations are changing faster than ever and what people learn to love in one industry increasingly defines what they expect in other areas as well - we call this 'liquid expectations.' It's now your customer who's setting the bar, not your competitor. The next wave of digital services will completely transform customer experience as we know it. Every business will have to truly rally around the customer and become even more digitally savvy in order to take advantage of it." More than 700 global customer experience decision-makers took part in the research, which was conducted by Forrester Consulting.

 
 
 
 
 
Dennis McCafferty is a freelance writer for Baseline Magazine.

 
 
 
 
 
 

Submit a Comment

Loading Comments...
 
Manage your Newsletters: Login Register