Web customer experience: trends not to miss in 2018
January 06, 2018
When it comes to web customer experience, this first example and all the other examples in this post, have a lot to tell for the year 2018 and the years to come:
« A customer wants to buy a book. He can buy it in paperback, audio or PDF. The customer chooses to buy it in PDF. He goes on the web and finds the book. In two minutes or less, the customer fills in the information necessary to purchase the book. He clicks on a button and the book is available. The customer can finally read it after downloading it. »
This example illustrates the reason it is in the interest of companies to succeed their digital transformation for them to remain competitive. The client got comfortable when he has chosen to buy the eBook. The comfort (Quick purchase, simplicity and availability for use) will undoubtedly make him purchase online next time. It allowed him to avoid:
We understand better why a customer shops more often online while staying in front of a screen at home.
That being said, there are other types of web customer experiences that can make life even easier not only for customers but also businesses. That’s what trends try to offer.
Those trends take into account all different touch points with the company during the customer journey which becomes more and more difficult to follow. For each online buying decision, the interactions between a customer and a company are done before, during and after the purchase.
« f a customer wants to register for paid online courses, he will start by looking for information concerning the platforms that exist and offer these kinds of courses. The customer checks the website of each platform. He reads users’ opinions and experts’ recommendations. He can get that information through the social media, forums and blogs. At the end, the customer can decide to register on the website of one of the platforms such as Udemy. »
Later on, the web experience when it comes to surfing, using and learning through the platform will be determine whether he will renew his registration next time. He will talk about his experience around him or will leave comments. From the beginning to the end of this process, the client can use several tools (Smartphone, tablet, desktop or laptop) and change a tool for another at any time.
Companies should try to offer a web customer experience at each touch point if possible. The client will end up having in mind one or many of these experiences.
Web customer experience: Here are the trends not to miss in 2018
1. Think about Omnichannel
One of today's challenges is to be present on several channels but also to optimize those that targeted customers are visiting.
« How to follow me as a client, if I use in a day a Smartphone, a PC and a tablet to be on YouTube, Face book, LinkedIn and Google+. It happens to me to be at the same time on two or even three channels using two or three devices. »
In this example, the challenge that a company will face is to get my attention on a product for me to buy it. The solution to the challenge is to offer the unique so-called “seamless” web customer experience.
From my side, that experience will help me recognize at each touch point, the company that is selling the product and has the same values regardless of the touch point. On the other side, the company should be able to identify me during our multiple interactions by tracking what I do.
And that is where the second trend comes in to help face this other challenge.
2. Get interested in Artificial Intelligence
By tracking what does each client, a company can collect a huge amount of data to be processed. The Artificial Intelligence is capable of handling and centralizing this entire amount of complex data.
The goal is to analyze all the data from the platforms, channels or devices that have been used during interactions. It will then be possible to identify a client and access everything about him regardless of the channel or the device used to communicate with a company.
« A customer, who speaks several languages, would like buy a product of any company. He takes all his time to know more about the company because he is a demanding customer. He would like the company to be available 7/7 and 24/24. He wants someone in the company to give answers instantly in the language he will use, to his questions regarding the product.»
It is very difficult to offer this kind of web customer experience if the company doesn’t have a system that is available continuously, capable of recognizing the natural language and interacting instantly.
With systems such as CHATBOTS, CIAM (Customer IAM) or VOICE-ACTIVATED ASSISTANTS (Siri, cortana …), Artificial Intelligence will make it possible. It will simply be difficult for humans to do these tasks.
Artificial Intelligence will learn to know clients very well in order to anticipate their needs and find the best solutions to their expectations.
Having the best web customer experience = Sharing personal data.
In this case, how to be sure that all personal data of all customers are protected and used transparently and according to their approval?
That is what the GRDP (General Regulation of Data Protection) will determine from May 2018 in the European Union.
3. Use Augmented Reality
Taking into account their location, workplaces and the staff are becoming more and more expensive. The complexity of the work is also a reality given the huge number of transactions and the data to be processed. So, companies are going for other solutions that allow them to reduce their enormous costs.
Among these solutions, there is the recent use of augmented reality that provides a unique web customer experience that both the company and the client will benefit.
« A customer will be completely satisfied if it is possible for him to stay home and view 3D images of all the areas of an apartment that he is willing to buy. It will be a real comfort, if he can choose the furniture and move it around by placing it where he likes without leaving his screen. Afterwards, the only thing he will need to do, is to order the furniture if he decides to buy the apartment.»
Augmented Reality makes possible this kind of web customer experience. Here is how it looks like: Ikea place, an app available on the iPhone and iPad, allows users to try their furniture.
Augmented Reality is becoming days after days a reality in many areas.
4. Develop real-time personalization
The "Mobile First" strategy helps to achieve real-time personalization by identifying all customers one by one.
Nowadays, some Smartphones and Internet of Things (IoT) are equipped with softwares and antennas that are able to recognize the customer and show precisely his location. They can collect, through fingerprints, very precise data regarding a customer. Iphone X and Galaxy S8 are amazing.
Companies learn to know very well their customers by following their purchasing behaviors on the Web. Through valuable contents they can offer exceptional personalized customer experience. That’s why a customer receives notifications in real time as soon as he finds himself next to a shop without realizing it. He is then noticed of the existence of current promotions and best deals.
Push monkey is able to send notifications to a customer that is online or offline.
« I am usually very happy, as a customer, with such a web customer experience because I get important and personalized information without making any effort. It will be up to me to choose to enter the shop or simply have a look on those deals. »
In conclusion, I keep asking myself: In addition to the two tips mentioned in my previous post, which customer will refuse to be loyal to a company that succeeds in providing these types of customer experience?
We are in 2018. I wish you happy New Year and have the best customer experience throughout this year and the years to come.
Your Turn: What is the web customer experience that you liked the most? Thank you for sharing experience!
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