Transforming the Digital Experience

Transforming the Digital Experience

Written by George Iacovou
Published 11 July 2016

A powerful digital experience is one that encourages engagement and interaction between a customer and a brand.
It serves as the catalyst for two-way dialogue between consumers and the companies behind the products or services that those consumers will hopefully be convinced to purchase.

And it is knowing that a digital experience is not only about technology but is in fact mostly to do about people.

A holistic digital strategy though is one that will transform the digital experience to something that not only increases communication between a customer and a brand but that also drives lead generation and sales.  

This is how creating an epic digital experience needs to be approached.

It’s a partnership.

A simple way of understanding this principle is to look at the obvious marrying of social media channels and content creation.  The two cannot function effectively without the each other.  The channels need content funnelled through them which encourages user interaction and content needs the channels for purposes of its distribution to those users. The one enables the other.

A similar notion applies to achieving an overall quality digital experience for your customers which ultimately comes a result of a synergistic partnership between technological innovation across all digital channels and worthy content. 
 
It isn’t a static undertaking and its content driven.

We’ve ascertained that pioneering technologies and content play an integral part in enabling a successful user experience. 
What this means for a brand is that it must create a distinctively unique digital experience for its consumer that will integrate continual innovative use of technology with a blend of creatively diverse content that is constantly evolving to keep up with current trends. Content always needs to be relevant and in context.  This is critical.
  
It’s how your present your content across multiple devices.

The use of different technologies and software capabilities – for instance, whether to utilise a responsive website; or the architecture, design and integration of a website’s user interface, or whether to create a mobile app as opposed to website - all influence the digital experience considerably because they impact not only how content is presented but also how it’s used.
When the website navigation design process or mobile friendliness of a site doesn’t take into account user objectives or ease of use, a person’s own user experience will ultimately lead to disappointment, no matter how meaningful the content on it.  So make navigation as easy and as user-friendly as possible.

Keep it fast and simple.

Today’s digital consumer is looking for an experience that offers them quick access to what they’re looking, that uses the least amount text with the most amount of visuals so as to hold their attention, and that’s entertaining.  So ensure that you cater to these elements as much as you can.

It must remain customer-centric always.

Providing a digital experience that is all about the individual customer experience is key.  This means brands absolutely need to understand consumer behaviour through insights and analytics.  It also means that brands need to ensure that the customer experience is exceptional across multiple channels and devices consistently.

It needs to be an extension of the company in all areas.

The digital experience is impacted by everything a company does, and this includes talent acquisition, customer support and even those simple Frequently Asked Questions (FAQs) on their site.  Let’s take recruitment for instance.  Most job seekers are conducting their job search online today.  And now more than ever companies are competing to find the best talent as quickly as they can on the web.  This means, an online recruitment system that meets the demands of a digital world is critical otherwise it can hinder the entire hire process (and ultimately the digital experience) for both the potential candidate and the recruiter.

The success of a company or brand today is often determined by how successful they are in creating a digital experience that will entice a consumer, keep that consumer engaged, convert their purchasing behaviour and turn them into loyal followers.  If your digital experience doesn’t do this, you need to design one that will so as to compete in a digital environment where competition is that fierce that only those willing to adapt will survive.

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