Digital Marketing|Thought Leadership|Trends|

Making customers happy means quickly identifying and efficiently addressing impediments to their online journey.

There’s a friend of the firm named Keith. We like Keith and Keith likes efficiency. In fact, he’s emphasized that value so much that the acronym KER, for Keith’s Efficiency Rating, has entered the office vernacular. KER was first commonly applied to road trips — for example, if your pitstop included miscommunications, botched orders or other delays it would score a low KER — but now it can cover practically anything, including a customer’s online journey.

Digital transformation, including the ability to provide a frictionless online customer experience, was already a high priority for businesses before 2020. However,  the pandemic really magnified the need as consumers across various industries, including Keith, concentrated and relied on digital service and delivery more. To grow revenue, companies had to keep customers happy during very unusual times. The logistical linchpin in that equation is, as Gary Drenik writes in Forbes, “a seamless digital customer experience, which has become the key to driving conversions and boosting brand loyalty.”

It follows then that companies need to know how customers are experiencing their websites and apps, what flows well and what are the sticking points. Increasingly, businesses are relying on analytics for the keen digital insights to ensure the online experience of customers is the best it can be. Worse than a technical glitch or “customer behavior anomaly” on your digital platform, as Yaron Morgenstern, CEO of Glassbox, puts it, is not knowing about it.

“Leveraging digital experience analytics (DEA) insights, brands can better understand their customers, tailoring the digital experience to suit consumer needs, which in turn drives success and business growth,” Morgenstern said.

Using DEA, businesses can find and fix the glitches that negatively impact the customer journey. The top “pain points” in the customer’s digital experience include excessive pop-ups, slow page load times, difficult to navigate website/app, technical errors/website performance and forced account creation, according to Morgenstern. How important is that? Glassbox’s research found that three out of every 10 users will abandon in-app purchases when performance is sluggish. No two ways about it: there is a direct correlation between customer experience, revenue and brand loyalty, he asserts.

“We’ve talked a lot about retail’s more responsive future and that future is now,” said Marcia Homer, infinitee’s Director of Brand Management. “Customers will always want convenience and choice, which means retailers better be balanced and their digital CX must be a personal, constantly refined thing based on the latest analytics and evolving demand.”

Efficiency isn’t a new thing – just ask Keith – but the tools and approaches to achieve it certainly are in this post-pandemic stage of the digital age. The names may change but the needs stay the same: Happy customers are ones that get what they want without delays, confusion or outright frustration. Knowing the strengths and weaknesses of a digital platform means knowing a better, more efficient way forward to optimize the customer journey. We join all companies smartly leveraging DEA to say enjoy your online stay!


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