We’re All Digital Natives Now

iStock-534559452_resized_curly hair girl on phone.pngOk, I’ll admit it. I’m a bit of a geek.

From my mobile phone I can check to see if I closed my garage door after I get to the office, determine where a package is in transit and when it will be delivered, get social-enabled driving directions to route me dynamically around traffic, and change the temperature of my house from my phone before I get home.

While this is not quite in the same league as the jetpacks and flying cars I was promised when I was a kid, I still think it’s pretty cool.

I like digital interactions because they make my life easier and enrich the interactions that I have. Increasingly, that’s what your customers are doing—using digital interactions to make their lives easier and enrich their interactions.

And that’s precisely why you need to incorporate digital feedback into your customer experience program. I was privileged to host a web seminar on June 8 with Forrester’s principal CX analyst Maxie Schmidt, and she shared some interesting insights:

  • By 2019, Forrester predicts that well over 50% of all web interactions will be via mobile devices
  • 55% of firms that Forrester surveyed say they are undergoing a digital transformation—even if they’re in traditional industries that have not typically focused on digital interactions
  • Consumers around the globe have told Forrester that they expect easy digital interactions with brands.

But as the trend to digital interactions accelerates, many CX programs remain stuck in the past, focusing only on people, channels and data. Maxie made a very persuasive argument that if you’re not incorporating digital feedback into your CX program, you’re missing out on a wide range of feedback that can provide unique insights.

And, when you tie this to web analytics data, web session replay information and other traditional CX metrics, you can glean insights that can put you ahead of your competition.

But here’s the best part—it helps your financial performance. According to Forrester, those organizations who combine digital and traditional CX feedback to create differentiated customer experiences outperform CX laggards financially by 5 times.

If you’d like to learn more about the digital transformation that’s occurring—and how to leverage it for your advantage—I encourage you to view the recorded version of the webinar here. And now pardon me while I go back to checking my phone to get directions to where I parked my car this morning…

 

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