The Future of Great Customer Experience Is in Combining the Traditional and the Digital


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A great customer experience is a determining factor for customer satisfaction and every businesses success today depends on that satisfaction. Companies are constantly trying to find new ways to improve customer experience in order to retain them, keep them engaged and ensure their loyalty. However, ensuring that customers have a great experience with you brand isn’t just about making it easy for them to make a purchase, but to add value to their decision so they’d know that they’ve made the right choice. Technology continues to reshape the market, and customers change alongside their demands and expectations as well.

In order to meet the customers’ demands and expectations, companies agree that only by combining offline and online data about their customers, will they be able to provide the best customer experience. By combining digital data and traditional means of customer relationship management (CRM), companies will be able to improve customers’ journey and enhance the experience throughout the entire end-to-end buying process. Here are a few reasons why combining traditional and digital methods is the future of great customer experience.

Added value through data collected

Today’s technology has enabled users to browse the Internet using mobile devices, which became the most popular method, practically overnight. Mobile apps opened new doors for traditional and online companies, and they’ve enabled them to gather valuable data on their customers and tailor more personalized offers. By gathering data on both offline and online behavior of their customers, companies are able to develop mobile apps that will improve their customers’ experience and their customers’ journey.

Furthermore, some online stores that have expanded to physical locations are using the knowledge they’ve gained by doing business online, to boost their in-store customer experience. That’s why their mobile apps offer added value to customers, instead of just posing as an extension of an ecommerce website. A good example of this added value is an option to order ahead – buy online – pick up at store, which makes a customer’s journey more convenient, or self-checkout option which allows customers to avoid waiting in line and makes payment quite easier.

Creating a new environment for shoppers

Customer experience is all about making it simple and convenient for customers to browse items, make decisions and finally make purchases, while keeping them engaged and satisfied at all times. However, the key to effective customer experience is allowing people to have access to products at all times and to leverage their buying needs. That’s why businesses today engage in different marketing methods to promote products and sales. But, for customers to take an advantage of those promotions, they have to either go to an ecommerce store on visit a retail store to make purchases.

With a new technology called ZAPBuy, companies have created a new environment for shoppers that will undoubtedly improve their customer experience. This new technology allows shoppers to scan ads with their mobile devices and turn any surface area into a commerce point on the spot. That way, customers can scan ads on anything ranging from TV displays, magazine pages, laptop screens and even promotional merchandise and gain access to products that are only a click away from buying, while at the same time, companies can capitalize on both traditional and digital marketing methods.

More convenience when engaging customers

Creating an awesome customer experience relies on collecting data. However, in order to effectively use that data to their advantage, companies must combine digital methods with traditional CRM. Once the best qualities of the two worlds are combined, companies will be able to conveniently engage their customers and improve their experience. For instance, when both offline and online data is covered, it eliminates the risk of duplicate messages. That means that each message or offer is unique and carefully designed to produce the best outcome.

Furthermore, companies are able to have a faster and improved customer service based on feedback gathered from all channels. In addition, cross-channel coverage allows companies to have an open and continuous line of communication with their customers, which helps out greatly in forming long-lasting relationships. Moreover, aside from being able to personalize content and offers by harnessing relevant data, companies are able to track activities of their customers even after they leave the website. All of these efforts help companies engage with their customers online and offline and create a better customer experience.

Good customer experience is essential for businesses to ensure customer retention and it’s a well-known fact that happy customers are more likely to become loyal. That’s why companies have to combine traditional and digital efforts to ensure the best possible customer experience for their audience.

Nate Vickery, Msc
Nate Vickery is a business technology expert and a futurist mostly engaged in finding and implementation of the latest technology trends into SMB and startups management and marketing processes. Nate is also the editor-in-chief at business oriented blog-


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