Thanks to digital technology, reaching new kinds of customers is easier today than ever before. Using digital tools, companies can now access vast amounts of data to better understand customers’ decision making and needs and to better predict their future purchases.
More importantly, however, customers’ expectations have changed. They no longer only purchase products and services alone; rather, they look for tailored experiences and excellent service with every transaction.
Because of these changing needs and demands, businesses must be ready to apply new strategies and tactics that cater to customers’ entire purchase experience. They must take their customers on a journey—from their first point of contact to quick, simple buying, and continuing to after-sales service until the next purchase This will help form meaningful relationships with customers and encourage them to become evangelists for your brand.
To fulfill the expectations of “anytime, anywhere customers,” it’s also important to consider the following:
- Deliver a personalized customer experience. In today’s always-on, connected world, companies must learn to adapt and adopt data-driven models to gain insights into their customers’ needs. They must understand how potential customers interact on social media and other channels and analyze engagement across channels in the customer journey. This can offer companies a wealth of insights that can help them target products and services based on customers’ individual preferences.
- Engage customers in real time at a lower cost. To create touch points with mobile and digital consumers, companies must be ready to deliver services when customers need them. This can be done through social media or digital channels, or even through offline experiences (which reduces the cost of entry compared to traditional advertising media). Remember, the easiest way to map customers’ behavior is to survey their online habits and engage them digitally.
- Digitize early to stay relevant. Mobile consumers expect businesses to be one step ahead in the buying cycle. To do this, companies must leverage the power of analytics to anticipate consumers’ needs. Some SMEs can be reluctant to adopt digital tools early in their operations, but in the long term, digitization reduces inefficiencies in processes and will help them drive ROI.
In this Internet economy, customers are in charge, so it’s important for businesses to harness the power of digital technology to engage them in every touch point throughout the purchasing cycle.
Without personalized interactions with customers, companies will find it difficult to understand their needs and pain points. The key to surviving in this digital age is to deliver products and services to your customers before they need them.
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