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Photo – DC Studio

Does your brand’s digital customer experience excel and motivate visitors to make changes in their behavior? According to a study by Gartner, many customers do not think.

Half of customers can’t tell the difference between brands’ digital experiences. In addition, about 60% of consumers do not believe that branding digital experiences influence purchasing decisions. And after the digital experience, only 14% did something different from their original purpose.

What does it all mean? Some brands identify their digital customer experiences and encourage visitors to take a different approach. The latter is terrifying, with Christina Laroca-Serron, the director, a consultant in Garnerer for Expert Experience.

Laroca-Serron tells CMS wire: “Digital experiences often allow customers to apply their decisions.” “You never want to stop someone from doing something, but what do you do about your high goals or marketing goals? What if you try to raise an account? What if B2B Stakeholders or a Purchasing Group tries to get you to buy more power? ”

Flawless DX with our course-changing DX

The main point of the discussion is how market and customer experience professionals build digital experiences – do they highlight the inconsistent digital experiences or course change? Do you want Gob visitors to get what they need quickly and easily? Yes. You want them Only To do that? Probably not.

“I think there is a kind of cultural narrative about the flawless state of the digital experience, and any conflict in the digital experience will shift your revenue from your product to competition,” he said. She added that brands should strive for flawless customer journeys, emphasizing the importance of issues such as product selection and product advocacy.

However, Laroca-Serron added that brands should also strive for course change experiences that give consumers time for self-reflection. She says this promotes “productive conflict” in the customer journey. These experiences include a mix of positive and negative emotions that create space and create rewarding reflection. “And there are flawless areas and there are areas for course change,” he said. Positive course change could affect product selection by 37% and behavioral advocacy by 54%, Garner researchers said.

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Targeting reflective activities

How do you begin to motivate visitors to make these course changes?

Customers change course when they feel empowered and confident to do something different, not with a sliding or easily recognizable user interface, Garner researchers said. That means brands will have to invest in building new digital experiences that delay customers on key crossings, Laroca-Serron said.

Brands should deploy practices that change these courses by highlighting moments Unique self-reflecting education, Researchers say that rational and emotional stimuli, and digital visitors, should reassure visitors that they are making the right course change. These digital experiences cool them down and reward self-reflection.

Some examples of course change steps include the following.

  • Interactive tests and measurements
  • VR / AR simulators
  • Real-time consultants

According to Larokaka-Serron, make the trip map different by asking new questions to find out where productive conflict is taking place. According to Larokaka-Serron, decide on emotional and personal points in the experience that requires reflection and build on those changing experiences. Start small with one aspect of your website or another area of ​​your digital experience.

Is it necessary to change education in DX?

Do brands want to swing customers in different directions or should they focus on making things flawless and easy? Mike Davidson, executive director of Capitemini Digital Customer Experience at North America Practice, said brands want customers to find products and solutions that best meet their needs, and added products can always do a better job of identifying and addressing customers’ specific goals.

“Customers come to the site with unique ideas,” says Davidson. “You enter sites at different stages of the purchase process – awareness, motivation, purchase estimate, etc.” Brands must provide a variety of customer channels that answer specific questions in real time. To do this, brands can use analytics, SEO and VoC research to understand the area of ​​customer demand they need. Second, they have to make UX trips as a way to better meet those customer goals.

According to Steve Daheb, ON24’s Chief Marketing Officer, successful brands are offering a variety of digital experiences that are more intimate and entertaining in their content.

“How digital businesses are involved and turn promises into buyers,” he added. “More and more B2B buyers are starting their journey online and doing their own research, and these well-realized promises are increasing with sales on digital channels. The real power behind digital is rich, real-time information leading to promising business needs and purchasing goals.

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Content, emotional connections drive digital experiences

According to Davidson, a significant part of branding is about content. He said your content strategy is a continuum of discussion about who you are and the professionalism you bring to your customers. “Content strategy and supply continue to be a challenge for many brands,” says Davidson. At the forefront of the strategy, brand names need to understand what drives the purchase decision. Who do you create content for? Explain the problem to that audience. What makes your product or product unique? Brands will stand out if they can offer in this regard.

Brands need to communicate emotionally with customers to identify. It is a combination of customer objectives, great content and personalization. They have to ask – how well do they know their customers? What information are you collecting? Do they offer different ways for customers to express what they like and want?

“There are a lot of research and communication methods to get to know their customers,” Davidson said. ‘It’s really a priority and it’s a matter of building a road map.