Four Ways To Deliver Great Digital Customer Experiences

Four Ways To Deliver Great Digital Customer Experiences
SHARE
THIS



In this guest post, Dayle Hall (pictured below), senior vice president and head of marketing at Lithium Technologies, explains how brands can earn (and maintain) customer loyalty, one digital moment at a time.

Dayle Hall

Our lives today can be summed up by a series of digital moments. From the minute we wake up until the moment we plop back into bed at night, we are met by a series of stimuli, across multiple channels and multiple screens, that punctuate – and, dare I say, give value – to our daily lives. And since life seems to be moving at a dizzyingly fast pace these days, it’s important that every one of these digital moments count.

As creators of these digital moments, brands have a responsibility to make good on that promise. Not only does making every moment count simply a good rule of thumb, but doing so also sets the stage for creating great digital customer experiences that engender long-term loyalty. Here are a few things brands should keep in mind as they tackle this head-on.

Listen and respond

Savvy brands understand the importance of social listening, but listening is only one part of the equation. Creating a great customer experience means engaging with the people who are talking about your brand in real time. When your brand gets a shout out from a happy customer, it doesn’t take much time or effort to say “thank you” in return. This one gesture alone shows you care, which can work wonders for establishing positive brand affinity. Similarly, if a customer had a negative experience and decides to take to social media to spout out, then brands must seize this opportunity to work with that customer to turn a negative experience into a positive one. Long story short: great digital customer experiences are a two-way street. Brands must listen and respond, fast. Doing so makes customers feel as though they are the most important part of their business (which they should be).

Surprise and delight

This isn’t a new concept. However, just because we’ve talked about it in the past doesn’t mean it’s not still – if not more – relevant now. Truth be told, we have to work a lot harder to surprise and delight consumers than ever before, especially as they become increasingly desensitized to many of the digital moments they confront each day. It’s all become very commonplace and easy to tune out. That’s why it’s important to think of ‘surprise and delight’ as a synonym for ‘standing out’. The experiences you create for customers need to be memorable, provide value, and have a unique and relevant tie-in to your brand. And, above all, these experiences need to be consistently good, every time. You almost have to think to yourself, “Will this digital moment, this experience make a customer smile?” If not, you may want to rethink your strategy.

Connect the three C’s

Customers. Content. Conversations. These are the three C’s. Now, more than ever before, these three things need to be seamlessly aligned in order to create a more cohesive and valuable customer experience. Whether this extends to your social media channels or within your own online community, you’ve got to create a space where your customers can engage in conversations – with your brand directly or with other customers – around information and content in meaningful ways. This is all about curating an engagement-based experience. You can’t simply post content and pray that it will spark interest. Brands must be the stewards of every digital moment they create for their customers, listening to what customers want and delivering an experience that ultimately meets those needs.

Prepare for a crisis

As much as we’d like to believe – or hope – that life is all sunshine and rainbows all the time, every brand knows that it’s likely to hit a snag every now and then. And when that happens, this is your true moment to shine. So, if you feel like a crisis is brewing or customer sentiment has turned a bit sour for one reason or another, don’t just sit around waiting for it to blow over. You must seize every opportunity to get ahead of a looming crisis by showing your customers that you’re on their side. Staying focused on creating great digital customer experiences, even in the presence of crisis, is the best way to minimise negative brand impact. How a brand works through these tense moments can be the make or break for many customers. The brands that can proactively turn a negative situation into a positive customer experience are those that are best positioned to win customers for life.

 

Please login with linkedin to comment

Latest News

Orange Line Bolsters Team With Two Senior Hires
  • Marketing

Orange Line Bolsters Team With Two Senior Hires

Digital marketing agency Orange Line has made two senior appointments following a series of new business wins and existing client growth. The independent Sydney agency has hired former Essence planning lead, Aishling Farrell (right in photo), as general manager of client service and strategy along with former senior ReachLocal executive, Stephanie Ford (left) as operations […]

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Carat Snares Media For Event Hospitality And Entertainment
  • Media

Carat Snares Media For Event Hospitality And Entertainment

Carat has won the media strategy, planning and buying responsibilities for Event Hospitality and Entertainment, the group behind popular hotel, entertainment and leisure experiences including QT Hotels, Rydges Hotels & Resorts, Event Cinemas, Moonlight Cinemas and Thredbo.

Top Tips To Build Millennial Brand Advocates
  • Opinion

Top Tips To Build Millennial Brand Advocates

In this guest post, Zach Hotchkiss (pictured below), country manager at CX management agency Medallia, offers his tips to snare, keep and then turn Gen Ys into your brand’s advocates…  It seems not a day goes by without an article about the brands and industries Millennials are killing off. From retail to transport to banks, the sectors that these […]

Opinion

by B&T Magazine

B&T Magazine
Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine