Online | Offline | DSG DSG | Transforming Customer Experience
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Online Vs. Offline Customer Experience

Posted By: DSG

 

Onine Vs Offline DS#2789326 (5)The key to any great customer experience model lies in the ability to apply a supple approach to a continuously changing marketplace, channel landscaping and customer expectations of a brand experience.

The identification of channels and associated touchpoints through which customers connect to your brand via is a critical consideration to be factored into the sound delivery of a customer experience journey.  The digital nation and the influence it has impacted on consumerism has fashioned a change in the customer experience landscape to now factor online touchpoints, digital in nature.

 

Technology and its reckless progression over the last few years have proven to be one of the most effective consumer enablers. Forcing a seat at the head of the boardroom table, the customer now defines, dictates and commands an experience that meets their expectations and if not effectively met, the reprisal is today, brutally public.

 

CX should be seamless and positive across all channels and channel touchpoint which has given rise to omni-channel tactics that sees the delivery of continuity and a predictable customer experience.  Digital customer experience or DCX aims to produce a customer experience comparable to that which the customer would encounter in store and in the flesh. Because of the native, warm and personalised in store familiarity, a digital customer experience has a tall order to contest with.  DCX needs to convey a mind-ful user friendly interface, intuitive and predictable in nature, responsive and open, optimised and of course personalised.

Regardless of if a customer experience is produced offline or online customer experience strategies should be geared to creating the opportunity for the customer to make a connection with your brand that is then consistently carried across all channels and touchpoints throughout their CX journey.

Offline vs Online

Offline

Online

Publicising the store location in order to attract and encourage walk-ins.

Raise awareness and increase accessibility through email invitations, sms and USSD campaigns, PPC Campaigns and Social Media engagement.

In-store rapport building and establishing a relationship in a bit to understand needs and objectives.

Leverage off digital analytics, ORM (Online reputational management) and unstructured data sets to assist in defining the target market and buyer personas.

In-store interior design to create ambiance and to support branding.

Calculated UX (Usability), intuitive UI (user interface / navigation) and optimised content supports an accessibility and a user friendly CX that’s communicates relevance and topic expertise.

In-store offers and product comparisons while balancing each options pros and cons.

Promotions, product showcasing and advertorials supported by lead forms, call-me-back and order placing.

Observe body language, read buyer innuendo, and watch how the customer ambles through the store and other nearby stores they visit next.

Track online customer behaviour through data analysis, click analysis and ORM.