Improving your brand's digital experience can be a great way to attract and retain customers, and ultimately increase revenue. To do this, it's important to evaluate how customers interact with your brand and where digital channels fit into the buying cycle. Here are five steps to help your business improve its digital experience:
1. Assess your current digital experience: Understand your buyers' needs and challenges. Evaluate if the purchase is entirely digital or requires sales agents and offline engagement. To get an idea of the full extent of digital and offline engagement, Mimaroglu recommends shadowing a new or experienced member of the sales team.
2. Map out your brand's digital touchpoints: Identify key stages in the customer journey and build a consistent digital experience across the entire customer lifecycle. Consider how to create personalization at the touchpoints you choose.
3. Locate gaps in the digital experience: Determine the right teams and budget in place and look for new martech solutions. Focus on cross-functional alignments and cross-channel orchestration to drive a consistent experience.
4. Build and improve your martech stack: Make sure you're using your current martech stack properly before buying new solutions. Work with IT and engineering to find out the technical requirements of longer-term capabilities.
5. Execute with end-to-end architecture: Build the right end-to-end architecture that supports all touchpoints and makes the experience consistent. Consider how the data architecture, integrations, and wiring all work together.
Improving your digital experience can be a significant driver in adding and retaining customers and increasing revenue. To do that, it’s essential to assess and map out your brand’s digital touchpoints, locate gaps in the digital experience, and build and improve your martech stack and end-to-end architecture. Doing so will help you identify key areas of improvement and ensure you are delivering a consistent digital experience to customers throughout their journey.
Originally reported by Martech: https://martech.org/5-steps-to-evaluating-your-digital-experience/
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