Visibility in Building Digital Brand Experiences
By Michelle Wood on Nov 1, 2018 12:53:17 PM
You have heard the saying that great brands build great experiences. From Apple to Google to Disney, the key to creating a powerful brand that people gravitate towards is tied to the experience they deliver and how they make their customers feel. A recent study found that those who received excellent customer experience were 11 times more likely to recommend the company. These brands are in a perpetual state of beta testing--they are always looking to adjust, improve and adapt the experience based on customer feedback.
One such brand that has received accolade after accolade for creating an exceptional experience is Kate Spade. From the moment a customer steps foot into a retail store, they are welcomed by an associate whose main responsibility, aside from making the sale, is to first engage and determine how the customer would like their experience to go and, most importantly, deliver on that expectation. Delivering these consistently good experiences created customer engagement and loyalty that allowed for Kate Spade to make their mark in an already crowded luxury brand category. Not to mention, they needed to offer a compelling reason for consumers to keep returning to spend hundreds of dollars on handbags.
Creating exceptional in-person customer experiences has a clear path to accomplishment. Your associates have strong visual clues as to how your consumer is engaging. Does their face show delight or frustration? Are they struggling to find the right color or size? They can even easily engage with an associate to help them find what they are looking for without having to hunt for it themselves. The customer’s experience with your brand is right there in front of your face and the information your team receives from their observations can quickly be turned into actionable improvements.
But what is a brand like Kate Spade to do when it comes to their digital experience? Brands know that a few bad experiences will erode loyalty and breed apathy. And a brand that is hyper focused on exceptional customer experiences needs to find a way to detect delight or frustration within their digital properties.
At Quantum Metric, the number one thing we hear from prospective clients it that they lack the visibility in how their customer is engaging on their digital platforms. Sure, these companies have analytics tools and BI teams to review data around referring traffic, visits and conversions. But they lack a full picture of how the customer is experiencing the functionality of the journey that the product or engineering team created. Because these teams want to continue to improve and adapt for better experiences and conversions, it is critical for them to understand when they need to course correct. This can be based on data that shows them when customers may be struggling to add an item to their cart, unable to select their size or desired color, or, worse yet, when they can’t complete the final page of check out. The only indication this team may have of an issue is a downturn in their conversion rate. But, depending on the severity of the issue, the sheer amount of traffic the property may see on a daily basis could mask a problem affecting just a smaller percentage of users. Unbeknownst to your company and brand, you have created a bad experience for a population of your customers, potentially some of which could be your most loyal and valuable.
But what if you could source the data you have in a way that surfaces experience issues and then allows teams to quickly view replays of the customer’s behavior and journey tied with the data that highlights the actual impact to your business and brand? With Quantum Metric, our clients have been able to create and sustain exceptional customer experiences with the ability to see an issue in real-time in a single replay and click into a dashboard to understand if the issue is a one-time incident or a larger trend across the platform. By providing a window into your customer’s journey, you can understand if you have created the desired brand experience and effectively course correct when users struggle or become frustrated—ensuring that you continue to engage and build loyalty.
Read our eBook on Delivering Extraordinary Experiences to delve deeper into understanding the customer journey!