Digital Technologies Are Revolutionizing the Customer Experience
As consumers become more aware and more tech savvy, organizations must work to reshape business strategies to align with the customers’ spoken and unspoken needs and expectations, and revolutionize the customer experience. You’ve likely heard Henry Ford’s famous adage: “If I had asked people what they wanted, they would have said faster horses.” In today’s market, it’s one thing to conceive that consumers want a frictionless, positive user experience but another thing to determine exactly what, where and how that experience unfolds for them to engage in real and lasting adoption.
Digital is now part of our everyday experience, and we don’t want it to be a point of customer frustration. Often on our mobile devices we can control the speed and pace of our activity, but we’ve all likely had those undesirable experiences of searching for the “submit” button on a site, getting an error message after carefully completing an entry form, or being stuck in an automated loop that is unresponsive to our needs. Digital friction. We all operate as consumers at times, and when we do, just like our customers, we want a frictionless experience that prioritizes our needs.
The Greek philosopher Heraclitus supposedly mused thousands of years ago, “The only thing that is constant is change.” His words certainly foreshadowed the rapid pace of technological change in the 21st century. And yet, a promise of digital is to make our day-to-day easier, more efficient, and in perhaps less common cases, more delightful. We know we want technological advances to improve user experience and business outcomes. We don’t want to be at the mercy of technology, we want it working for us. So how are effective digital strategies embracing user-centric design and rapid change?
A current and notable trend weaves the in-person and virtual world into a seamless branded experience with consistency across channels. Our location and device might change but our interactions can present cohesively and holistically. A recent article in Fast Company describes how Kaiser Permanente has reimagined the patient experience: “[It] starts with the waiting rooms, which take their cues from retail and hospitality…A pair of ATM–like kiosks near the front door allow members to check themselves in if they prefer not to wait for the tablet-wielding receptionist. They receive a text alert when the doctor is ready.” While Home Depot’s CEO talks in CIO about a revamped “outside-in” versus “inside-out” organizational model – in essence, listening to customers’ desires about how to shop and making those changes appropriately to transform the customer experience across all its channels.
At PK, user experience is central to our Digital Engineering practice. We’ve created award-winning mobile apps and online experiences across industries that advance company objectives while helping consumers thrive. We believe technology should work in service of its people, not against them. And as devices place more and more power and choice in consumers’ hands, companies need to be one step ahead of not only the competition but also their customers. At the forefront of the latest trends in digital, we harness best-in-class strategy, innovative design and breakthrough technology – for you.