Mr. Rajesh Kari, the VP and Business Leader of Infovision Social, emphasizes the importance of putting the customers at the core of digital experience strategy. He believes that understanding customer needs and expectations is crucial for creating a successful digital customer experience. In today’s rapidly changing landscape, where customer expectations are constantly evolving, it is essential for companies to adopt a customer-centric approach to their digital strategies.
Kari suggests adopting a strategy he calls “digital empathy,” where companies focus on understanding their customers’ needs and guiding them through the digital ecosystem. This can be achieved by making the voice of the customer insights the foundation of the digital experience strategy. By conducting research to deconstruct customer preferences, behaviors, and expectations, companies can create a roadmap for their digital experience strategy that aligns with their customers’ needs.
Customers today want more control over their digital interactions and are looking for brands that empower them to dictate their experience. Companies need to shift towards enabling customers to drive their own digital experiences, which can be achieved through a deep understanding of customer needs and preferences. Conducting user research, digital data analysis, and social business impact analysis can help companies identify customer intent and design a personalized digital experience strategy.
To humanize the digital experience, companies need to focus on creating a seamless transition between digital and non-digital interactions. By analyzing user journeys, identifying friction points, and understanding customer behavior, companies can eliminate agitation points and enhance the overall digital experience. It’s important to use data layers effectively to study customer interactions, identify pain points, and create guided journey pathways that lead to faster conversions.
In the digital experience strategy, it’s essential to focus on making it easier for customers to achieve their goals rather than just increasing engagement time on digital assets. By understanding how customers use digital assets, such as websites and mobile apps, companies can create guided experience pathways that reduce customer efforts and accelerate conversions. This can be achieved through interactive features like AI-powered chatbots, gamified interactions, and personalized questionnaires.
In conclusion, Kari stresses the importance of understanding the target audience and engaging them effectively to deliver superior digital experiences. While digital ecosystems have become increasingly complex, customer expectations remain simple – brands need to understand their customers’ needs and engage with them effectively. By leveraging voice of the customer insights and adopting a customer-centric approach, companies can create digital experiences that resonate with their customers and drive business success.
