How to Use Digital Adoption to Improve Your Customer Experience

If you wish to stay competitive in 2020 and offer your customers a sublime experience, embracing digital adoption is the way forward.

BY: TIM FERGUSON ON WEDNESDAY, FEBRUARY 12, 2020
How to Use Digital Adoption to Improve Your Customer Experience

If you wish to stay competitive in 2020 and offer your customers a sublime experience, embracing digital adoption is the way forward.

Customer experience, or CX, comprises every single interplay between your business and your customer. Each positive or negative experience that a customer has with your business directly affects the likelihood of purchase.

In fact, a recent report from Forrester suggests that businesses that improved their CX had nearly doubled their conversion rates.

As buyers are increasingly turning to online purchases through their smartphones and laptops, businesses wanting to improve their CX need to focus on improving their digital user experience (UX). And an excellent UX can only be truly achieved with effective digital adoption across your business.

So, what is digital adoption?

Simply put, when everyone in a company starts using the digital tools available to them to their fullest capability, you can say that digital adoption is successfully realized.

For example, here’s a common incidence of failed digital adoption in our personal lives: you gift the latest iPhone to your father on his sixtieth birthday. But all he uses it for is to call people, swap texts, and sometimes browse social media. The best features of the phone, such as the camera, are seldom used.

In other words, the iPhone’s advanced features are wasted on him. Why he doesn’t make the most of his gift is totally irrelevant. It could be because he doesn’t know how, or because he doesn’t want to/feel the need to.

But at the end of the day, he hasn’t achieved true digital adoption. Now, if he was an employee and the iPhone a digital tool or software, his company would not be getting the best possible ROI from the technology (far from it in this case).

In today’s connected digital workplaces, the level of digital adoption affects the entire company’s performance, which in turn, impacts CX. So, digital adoption doesn’t merely mean introducing software tools to make people’s work easier. It translates to making the entire workforce more efficient by making the most of those digital tools.

When every team in the company is using the available technology to its fullest, they will be able to provide customers with the best possible experience they desire.

How digital adoption can improve your customer experience?

In today’s digital age, incorporating digital adoption solutions in your organization is an absolute must and it directly impacts the success of your business. Here’s how it can be used to improve your customer experience:

Digital adoption enables better analytical feedback

Nearly 36% of companies have the usage of analytical tools as an essential part of their marketing strategy. Yet, 46% of these teams are uncertain whether they are using the data acquired properly, nor are they sure if it is making any real difference to their business.

Successful digital adoption is the answer to this problem as it means that employees are properly trained and equipped to collect, interpret, and leverage analytical data.

Feedback from consumer behavior about your website can signal concerns in its usability that could be hurting sales. For instance, a Google Analytics report will show your website’s bounce rate. But only a team that has correctly adopted digital tools at their disposal will be able to dive deeper into this metric and identify where and why users are leaving your site.

For your design team to make sense of your customer’s behavior metrics and accurately apply them to the UX, they must know how to use digital intelligence tools to maximize the utility of their datasets.

Digital adoption helps achieve changes customers expect

With digital adoption, brands have the ability to predict their customers’ needs, desires, and best interests using rich datasets. An intelligent application of analytical feedback can support data-driven design decisions that produce a positive CX.

This is the most intricate part of analytics because behavioral data doesn’t always reveal why consumers are behaving in a certain way. Businesses that have successful digital adoption are able to understand behavioral datasets and attain actionable solutions.

Take mobile UX as a case in point. More and more customers are using their smartphones to research products and businesses, so brands need to design mobile-friendly websites or they would lose significant sales. By using a digitally-driven approach, design teams can recognize UX issues immediately, such as poor loading speed or navigational error that induces frustration. Use established platforms like Whatfix to accelerate digital adoption in your organization.

Digital adoption facilitates a more consistent support system

Customer service, marketing, and sales teams play a major role in CX. All these teams have interactions with customers’ throughout their buyer journey.

It is tricky for businesses big and small to keep track of customer data if they don’t fully embrace digital adoption. Businesses today need to have fully-integrated CRMs that record and keep track of customer data like purchase history or past service issues.

Digital adoption enables teams to share customer data and keep it up-to-date in real-time, which results in a more consistent experience from support teams. Competent usage of digital tools by the teams leads to a more enjoyable experience for customers as well.

For example, chatbots require some technical ability and expertise to be built, but they can be pretty effective to resolve common customer concerns and even offer product recommendations that can bring more sales.

Digital adoption allows for precise personalization

With well-executed personalization, you can provide customers with highly relevant product recommendations and offers, which can seriously boost conversion rates

In fact, nearly 9 out of 10 (88%) marketers state that their customers and prospects expect a personalized experience. So, if a business is not tailoring their CX to individual customers, they will likely switch to a competitor that does. Again, digital adoption is needed to collect necessary data and apply it using personalization tools.

Final words

Long story short, digital adoption helps follow a data-driven approach to improving CX. It means various teams in your organization will easily be able to analyze key behavioral metrics and stay on the same page.

About the Author

Tim Ferguson

Tim Ferguson works for Right Mix Marketing, a digital marketing blog. His day-to-day role comprises of writing & editing content for RMM blog, and helping clients with link building, guest posts and content marketing. When he's not working, he loves spending time reading all things psychology.

Full Biography