Kin et Carta: How to retain customers in the digital age
Technology makes the difference
If you do this successfully, you can build deep relationships and gain lifelong customers. It means adding value to every interaction and exceeding expectations. This is how people have always built relationships, which is different is the way we do it today. The reality is, brands can’t rely on their people to nurture 1-2-1 relationships with customers – that doesn’t work if you’re a global business serving millions of customers. This is where technology, powered by data and AI, can help automate and evolve the delivery of personal experiences.
And this technology is here to do it. For example, Microsoft has built capabilities to equip organizations with the functionality they need to provide customers with consistent, engaging, and data-driven experiences. Their Customer Experience Platform provides a comprehensive set of tools for you to deliver exceptional customer experiences and is built on a database and AI. From the ability to ask natural language questions like “Which customers aren’t interacting with our emails” to AI generating suggestions that help optimize journeys and engage customers in channels where they exist; the platform aims to help you be more effective and efficient in managing interactions with customers.
The right time can mean “real time”
Customers today expect these experiences to be delivered at the right time, which means they are able to respond to their interactions within a timeframe that the customer considers relevant to the interaction they are. have. Quite often this means that brands have to embrace real time in delivering their experience.
Switching to real time can be intimidating. this may mean a shift to more modern architectures that allow instantaneous detection, interpretation and response to interactions. You may need to rethink the way you work, for example a lot more permutations of copies and illustrations may be required which may mean that different approval processes are needed or that strategies are adopted to automate the creation and content approval. This likely means that more of your customer and marketing experiences need to be seen as mission critical and have the right resources and strategies to keep them up and running 24/7. It’s hard work, but creating and maintaining loyalty is difficult.
Start small and choose your moments
While it can be hard work, you don’t need to fix every issue from day one. When you look at your entire customer journey, you need to identify the right times to maximize the hundreds or thousands of possibilities. Choosing something that can provide a proven benefit to your organization and the client is essential to building your case and funding all the work that is required.
One approach that we find effective is to list all of the touchpoints when a customer interacts with your organization, focusing specifically on the times when the customer initiates the interaction. This is where a nudge can be the most influential and the personalization the most possible.
Start small with this moment where the impact is measurable in terms of increased customer lifetime value and frequency of purchase. These metrics will prove how your investment increases loyalty and gives momentum to everything you do. You also need to make sure that you have a vision and a roadmap that takes those little moments into account and shows how each incremental improvement progresses towards that vision.
Building customer loyalty in the digital age is more complicated than the good old days of department stores and friendly smiles. It takes planning, investment and the right choice of platform. But if you don’t, your competition will. Wouldn’t you prefer their customers to come back to you for more?