Enabling Web Channels for a Great Customer Experience

March 29, 2021

With customer screen time increasing every day the web channel activities are also increasing. Existing and probable customers visit web channels to engage with a brand. Mobile technology has made customer engagement easier from anywhere and is helping web channels to establish and grow business through successful positioning, selling, implementing, and supporting products and services.

Digital transformation has made business success easier through web channel enablement that is innovation with the state-of-art technology.

These technologies:
Never let your website sleep:

The Internet never sleeps and so can’t your website. When you have a chat bot or Robotics bots, you can answer standardised customer queries even when your frontline customer support sleeps. The user experience through these online avatars minimises customer disappointment due to lack of response.

Track digital footprints through search history, click through, and IP recognition:

Successful tracking of digital footprints enable your website to personalise content display customised solutions, service, or support. This increases customer engagement and helps you turn visitors into customers.

Track social media interactions:

Adopt a solution that will help with new content and frequent customer engagement. Social media has evolved as a standard platform for most marketing programs. Therefore, frequent communication on social media and regular posting of new content encourages customers to share and comment.

Communicate more with your customers:

Gathering data is easier with digital enablement. It helps you send automated emails and mobile messages with the web link and is another way to turn casual browsers into customers.

Effectively manage customer relationships using analytics tools:

Web channels are the most trackable through data analytics and for making digital decisions. These allow you to turn any amount of data into real information. This way you can make offerings that will stand out from competitors.

Achieving a competitive edge with customised solutions:

Today, the customer-centric digital solutions can be customised to business needs as well as budget. Innovate to address customer’s needs. This will help retain customers, increase business and help you take the next step to increase market share online.

Creating unique brand proposition:

Along with unique products and services, you require a smart marketing team. Smart tools help create smart and empowered teams and establish a brand personality. Further, the empowered employees with better Customer knowledge helps to formulate and enhance marketing strategy.

Continuously creating demand with automation:

Creating a brand demand is to produce successful campaigns; it should have content packages that have everything your channel can use to generate demand. Things like signage, emails, collateral and presentations, follow-up content, etc. Automation and CCM tools can do all these plus run events for your partners across channels.

Building a strong referral program:

Building a successful referral partner channel means providing them with all of the #data and capabilities they need about your customers. That means integrating your web channel with a CRM solution so that after registering, the partner can build a personalised referral portal. It will establish a referral, transparency into their referral, and reward stats.

Web enablement results in great ROI. When you offer users a positive experience on your website, they are likely to return and make loyal customers. Loyal customers will become your brand advocates.

Interested to discuss more, please feel free to contact the author at ashish.bhalla@dbppl.com

About Ashish Bhalla

Ashish has almost 30 years of industry experience in a wide range of business solutions primarily focusing on end-to-end customer experience management. He is the founder and CEO of Digital Business People (DBP), an omni-channel customer experience management company headquartered at Singapore with it’s development and delivery centres in India.

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