The use of virtual channels has greatly accelerated the current situation, some studies suggest that the equivalent of what would have happened in the next 3 years has been created, but in the same way, we still find some mistakes that companies make and that I consider important to highlight so that they take them into account in their design and improvement plans.
The purpose of the virtual channel is, do they want it to serve their customers, who also go to other channels, is not clear, particularly those businesses that have other channels such as offices, stores or call centres? In order to win the new market? Facilitate regular purchases? Offer any of your goods or a particular line? Or, as a means of intelligence, communication and advertisement, do you want it?
This is important if we have web pages, apps or other forms of applications on social networks that do not have a clear intent or have a combination that confuses the user if there is no precise meaning. That is why it is important to be specific about the needs of your client in each of the digital channels you are going to cover, as well as to identify the main metrics in each of the available channels, taking their purpose into account.
Lack of Human Support in the Transaction
One of the benefits of digital channels is that they enable the customer to be detected in certain situations, which should enable me to help them use it, combined with the type of transaction they are executing; For example, if you are a customer who registers for the first time in my e-commerce and makes a substantial purchase, I might launch an online chat offering assistance, or give you the option Think of how many times you have been unable to make a purchase, complete a product search or pay, and whether you have been contacted to find out what has happened. All of this can be achieved by exploring resources to accompany the customer and allowing communication in key encounters with an individual, ensuring that your channel has online chat options and call options likewise, the cheap assignment writing service an organization offering academic writing solution to the students has 24/7 online chat support to help students get their instant solution of assignments.
Development of a Digital Journey that does not Guarantee the Experience of the Customer from Start to Finish
One of the biggest challenges for UX designers, who work every day in the construction and profiling of web interfaces, both from the information areas and the transactional areas, is ensuring the end to end experience. This was challenged precisely as a very large number of new consumers have arrived in the virtual world; that is why it becomes essential to have a full analysis of all the elements that make up the experience to make it simple and enjoyable. Are you sure which components of your web interfaces are designed by the client? Or do you design them for your organization from your expert desk?
In general, the catalogues are not always well structured, the classification of items does not follow the search requirements or it is not easy to understand the representation of their specifications. A classic example of this happens while looking for articles on a website.
Lack of Communication and Training for the Use of Channel
A problem that has been taken for granted in this huge and rapid transformation of virtual networks is that clients know how to use them, how to download an app, how to consult, and how to make an e-commerce purchase with a credit card. This is how the call is to search for communication alternatives that encourage their use, such as realistic videos about how to use them, provide knowledge bases for frequently asked questions, but in particular, assist the consumer in the change, create customised experiences to ensure a positive experience. Is the process and use of digital platforms properly communicated? Can you have some motivation for them to be used? Do you take advantage of this opportunity to accompany new customers to your platforms in order to have an enjoyable experience?
Not Having a (DVOC – Digital VOC) Program that is the Digital Voice of the Customer
Having software that captures consumer opinions in real-time is of great importance because I can not only perform surveys at the end of the purchase but also at multiple points of contact on the digital channel. For this, intercept methodologies, which are drop-down windows that invite the client to give us their opinion, must be introduced.
Online capture will allow us to understand the customer experience in real-time, receiving their feedback for the continuous improvement of the interfaces. Although this sounds very plausible, very few businesses do it and lose a very important asset to enhance their business outcomes. In addition to this, it is crucial to provide KPIs that allow the customer’s success to be measured from the customers. Do you have a standardized Interactive Customer Voice application that gathers their online feedback? Will you take appropriate action because of it?
A Basic Digital Experience Monitoring Program
Most of the companies we meet in our everyday lives have considerable difficulties in knowing what is happening on their digital platforms, essentially evaluating impacts, but not the customer’s experience, the journey when they visit their website or use the app, they do not have online knowledge that helps them to make immediate decisions, they also have issues.
It is very common for technology areas to manage site performance data, but the information does not enter the company or experience units, so there is a disconnection between the productivity of the network and compliance with the results of the business. Do you have tools that, beyond the number of clicks, clicks or mentions, allow you to track what happens on your digital channels? Do you have online knowledge about your digital experience with customers? Are you sure on your online channel metrics for success? Are you sure you have a good sales funnel measurement?
Not Guaranteeing Delivery
For many of the activities of everyday life, the virtual lifestyle has driven us to the maximum use of the internet, one of which is shopping, which demands that the items we purchase be transported to our homes or workplaces. This is how distribution is exploding, like e-commerce, but because this logistics still has a lot to strengthen, it is undoubtedly a challenge. From a virtual channel point of view, businesses must again maintain the “end-to-end” experience. Even though they subcontract this operation with third parties, they must provide monitoring and control systems that enable consumers to have a full and positive experience. How do you monitor and check that the distribution of your purchased goods is done correctly across your digital channels? Are you doing it?
Companies have a golden chance to take advantage of the situation and encourage many of their customers’ digital transformation, but they do not do it correctly every time and therefore hinder its adoption.
It is important to understand that technology should not cold and transactional the relationships between businesses and consumers, on the contrary, they should personalise them to create ease and closeness, in short, TECHNOLOGY MUST HUMANIZE COMPANIES, as it allows a thorough understanding of the consumer, reaching with unique solutions for each user, with access from anywhere and at any time.