Digital Customer Experience

A recent Appdynamics study found that 88% of technologists report that digital customer experience is now the priority. OK, so that is hardly earth-shattering news to most of you. It probably was the priority before lockdown and with shops only just opening, it certainly will continue to be a priority.

Speed is the thing that has changed the most. Organisations have needed to react quicker than ever to implement digital customer experiences in weeks rather than months or years. As the age-old adage goes ‘necessity is the mother of invention’ and shows what can be achieved with focus and purpose. Perhaps a lesson for large organisations who lumber slowly over decision making and implementation. Their new normal might be to move a little faster (but who am I kidding!)

Fast is good, but fast needs to be in the right direction. What is required is an understanding of customer behaviour. And, as we always say, customers don’t do what they say, so sending out a quick online survey to find out about customer behaviour is more likely to send you rushing off down the wrong path.

Digital customer experience

Fast and accurate insights

We need insights to be fast and we need them to uncover the unconscious and conscious drivers of behaviour. Insights need to help prioritise actions at this critical time, but they must, above all, be accurate. It is far more expensive to invest resources based on misinformation than it is to genuinely understand customer behaviour and move forward in the right direction.

What’s required is a fast solution that digs deep into the unconscious behaviour to understand what customers do, how they feel and how the experience can be improved.

Armed with this level of insight organisations can act with confidence that they are spending resources in the right areas. Areas that will make a difference to customers and the bottom line. You need to be fast, but there is no point going fast in the wrong direction.

We have a suite of behavioural tools that allow for rapid improvement in the digital customer experience. From biometric user testing to online behavioural experiments to rapidly test and optimise the experience.

Speed to insight is vital, as is speed to action. Insights need to be used to rapidly design and implement improved digital experiences. Using behavioural design allows us to create, prototype and evaluate solutions to deliver optimal results.

21% increase in conversion

With one recent client, we helped deliver a 21% increase in conversion rate. By using biometrics and facial coding to monitor digital customer behaviour we were able to uncover both functional and emotional improvements. We identified what gets in the way, what causes stress and critically, where are the opportunities to create greater excitement and engagement. We then used this insight to create a prioritised roadmap of improvements for the redesign of a new website and app. This was followed by a retest of the experience to measure improvements in both engagement and actual behaviour.
Get in touch to talk about how we can quickly and reliably improve your digital customer experience through the application of behavioural science.