In a world dominated by a flood of information and product jungles, customers are increasingly seeking fast, informative and relevant input. They therefore implicitly express the desire for real-time personalization. But since there is not only one customer, but users with different needs and interests, personalization must be designed differently for each user.
By situationalization of ODOSCOPE this is possible without much effort. The situational data of a session is compared with peer groups from the data history using real-time clustering. Within 20ms the most situational-relevant contents for the desired conversion (e.g. purchase, turnover) are displayed. Situationalization with anonymous data allows an immediate personalization even for unknown users like new visitors or new customers. In this way, each customer receives a customer experience tailored to his needs.
Responding dynamically to innovations
It is not surprising that in the digital age many processes become even more digital. In the fast-moving and technology-driven retail world, for example, the next innovation is slowly making its way into the market: digital assistants (digital butlers), which are primarily controlled by voice input.
There will be more and more situations in which customers help each other in various situations via voice control, as is already the case today in cars with voice-controlled navigation and control consoles. Overall, in the future, customers may hire their own personal (digital) agents to interact with potential suppliers: ‘Hey Siri, please find the best dishwasher for our kitchen that fits our size constraints, our decorating style and our budget. Oh, and something that fits our schedule.” The role of individual digital assistants could be the next step in providing digital information.
In any case, companies should react dynamically and always agilely to innovations in order to create added value for their customers with innovations. But beware: the attempt to be compulsively innovative is often very time-consuming, resource-intensive and delivers few results. Instead of reinventing the wheel, it is enough to apply existing innovations.
Don’t underestimate the User Experience
Keyword User Experience: Everybody can learn something about User Experience Design nowadays. But rather than just a trend, you should use it as an essential part of your business. Because in order to stand out from the crowd, you need excellent quality. This quality is not only characterized by the fact that your website, your online shop or your app works, but also by a satisfied feeling of the users and a positive experience: the so-called “Joy of Use”.
A targeted UX design strategy helps to make the usability (“usability” or ” user-friendliness”) of your customers as pleasant as possible. An intuitive usability of the website, for example, leads to increased customer satisfaction, while confusing navigation menus tend to cause frustration among visitors.
Seamless Customer Journey
As today’s customers have more and more knowledge and opportunities, they often have higher demands on companies. Mobile technologies and social media can be used to access a wide range of information in just a few clicks. The selection of the device plays a central role here. Where mobile research is frequently carried out, the purchase often ends on the desktop, laptop or tablet.
This means that different devices and sources are used throughout the entire customer journey before actual investment decisions are made. This includes social media channels as well as websites. Instead of treating each device and each interaction separately, and thus splitting the customer journey into several parts, each channel should merge with the other. This enables a flawless and consistent CX.