{"id":5054,"date":"2022-10-04T09:08:37","date_gmt":"2022-10-04T13:08:37","guid":{"rendered":"https:\/\/www.chatterresearch.com\/?p=5054"},"modified":"2022-10-04T11:05:37","modified_gmt":"2022-10-04T15:05:37","slug":"top-digital-disruptions-facing-brands-and-how-to-solve-them","status":"publish","type":"post","link":"https:\/\/www.chatterresearch.com\/top-digital-disruptions-facing-brands-and-how-to-solve-them\/","title":{"rendered":"Top digital disruptions facing brands \u2013 and how to solve them"},"content":{"rendered":"

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Top digital disruptions facing brands \u2013 and how to solve them<\/span><\/span><\/h1>\n

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Digital disruptions brought on by COVID-19 caused huge spikes in web traffic for business of all kinds, leading to missed opportunities and unintended breakdowns. Leading consulting firms have suggested that most companies condensed a 5-year digital transformation plan into just 12-18-months to capitalize on this flood of digital consumerism.<\/span>\u00a0<\/span><\/p>\n

Even after brick-and-mortar stores re-opened and retail brands experienced the great rebalance, customers are increasingly relying on digital channels to explore new brands, shift purchasing activities, receive operational updates, get personalized help, and complete all activities end-to-end.\u00a0<\/span>\u00a0<\/span><\/p>\n

Although listening to customers online through \u201calways-on\u201d feedback and digital intercepts is not a new customer feedback strategy, acting at scale is still a challenge for most brands. It takes a well-developed approach to behaviorally target customers who are abandoning their shopping carts or specific product pages, then retarget them effectively.<\/span>\u00a0<\/span><\/p>\n

Customer expectations have also significantly shifted. Shopping online used to be a secondary option, with brick-and-mortar retail as the primary shopping channel. With this shift in consumer behavior, a recent Deloitte study<\/a> highlighted a few activity-based and emotional-based expectations: 75% of customers expect brands to know their purchase history, while 57% expect brands to know their service history. From an emotional relationship standpoint, 70% of customers feel a brand relationship includes feedback, while 53% want to provide feedback directly to the brand.<\/span>\u00a0<\/span><\/p>\n

In order for a brand to deliver on these digital expectations, multiple data sources will need to be integrated holistically<\/span>,<\/span> including transactional data, behavioral data, observed behavior, and customer feedback. All of these data sources will enable brands to meet these customer expectations while delivering positive business outcomes.\u00a0<\/span>\u00a0<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1664888637005{margin-top: 50px !important;margin-bottom: 50px !important;}”]<\/p>\n

How can brands achieve this goal?<\/span><\/span>\u00a0<\/span><\/h2>\n

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1. Optimizing <\/span>m<\/span>arketing <\/span>e<\/span>ffectiveness on <\/span>a <\/span>reduced budget<\/span><\/h3>\n

C<\/span>ompanies have <\/span>invested<\/span> significant amounts <\/span>on campaigns to drive traffic both online and <\/span>in-store<\/span>. The goal is to utilize all customer data and <\/span>feedback in order to optimize marketing spend<\/span>,<\/span> lowering the cost per acquisition while maintaining traffic counts.<\/span><\/span>\u00a0<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1664888724222{margin-top: 50px !important;margin-bottom: 50px !important;}”]<\/p>\n

2. Delivering <\/span>p<\/span>ersonalized <\/span>e<\/span>xperiences<\/span><\/h3>\n

C<\/span><\/span><\/span>onsumers are sharing <\/span>a <\/span>significant amount of personal data with brands they trust in exchange for personalized<\/span>, high-quality<\/span> experiences<\/span>. Unfortunately, brands lack the data strategy <\/span>to <\/span>leverage this feedback and <\/span>deliver on these expectations.<\/span><\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1664888775735{margin-top: 50px !important;margin-bottom: 50px !important;}”]<\/p>\n

3. Redesigning and\/or <\/span>r<\/span>e-platforming website<\/span><\/h3>\n

A<\/span>s<\/span> companies <\/span>continuously <\/span>react to <\/span>ever<\/span>–<\/span>changing consumer behaviors, digital product and eCommerce teams are undertaking <\/span>website redesigns and even re-platforming their entire <\/span>site in order to deliver on customer expectations. However, too many strategies are focused on the \u201cwhat\u201d in the analytics data <\/span>without<\/span> considering the \u201cwhy<\/span><\/span>,<\/span><\/span><\/span>\u201d which is the <\/span>truly valuable <\/span>customer feedback<\/span>.<\/span><\/span>\u00a0<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1664888796839{margin-top: 50px !important;margin-bottom: 50px !important;}”]<\/p>\n

4. Prioritizing high<\/span>–<\/span>value website optimizations<\/span><\/h3>\n

S<\/span>ite<\/span> speed, lack of product details and reviews, and <\/span>search function <\/span>accuracy <\/span>are all examples of why customers will abandon your website if the slightest frictions occur. The pressure to continuously optimize a brand\u2019s <\/span>site is felt throughout the entire organization. Ultimately, the squeaky wheel <\/span>gets the prioritization<\/span> grease<\/span>. Leading brands take action through prioritization by combining the EQ (customer feedback on why actions are taken) with the IQ (the analytics <\/span>of<\/span> what is happening on the website).<\/span><\/span>\u00a0<\/span>[\/vc_column_text][vc_column_text]<\/p>\n

5. Reducing customer frictions <\/span>to <\/span>increase digital satisfaction<\/span><\/h3>\n

A<\/span> b<\/span>rand\u2019s website and mobile app have become paramount <\/span>to<\/span> the customer journey<\/span>.<\/span> F<\/span>rom discovering a brand to completing a purchase<\/span><\/span>,<\/span><\/span><\/span> these digital properties are key to winning customers. However, when customers experience frictions and challenges with a website or mobile app, their satisfaction significantly decreases<\/span><\/span>,<\/span><\/span><\/span> lowering the likelihood of a <\/span>purchase<\/span>.<\/span><\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1664888980988{margin-top: 50px !important;margin-bottom: 50px !important;}”]<\/p>\n

6. Enabling customer self-service with loyalty accounts<\/span><\/span><\/h3>\n

E<\/span>xpe<\/span>riencing friction and <\/span>not <\/span>getting help from a brand to resolve the issue is one of the top reasons why customers churn<\/span>. Brands have been focused on enabling self-service as a way to reduce customer frustration<\/span>s<\/span> and lowering <\/span>the<\/span>ir <\/span>cost to serve. <\/span>However<\/span>, when frictions are encountered during the self-service process, especially with a customer\u2019s loyalty <\/span>account <\/span>or <\/span>profile<\/span>, frustrations escalate. Customer feedback is critical to optimizing customer self-service channels.<\/span><\/span>\u00a0<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1664888992269{margin-top: 50px !important;margin-bottom: 50px !important;}”]<\/p>\n

7. Driving repeat engagements and visits to the website or mobile app<\/span><\/span><\/h3>\n

Getting customers to visit or engage with<\/span> a digital property <\/span>once <\/span>can be done with the right marketing or onboarding process<\/span>.<\/span> A<\/span>chieving repeat and positive usage\/visits is not<\/span> as simple<\/span>. We know that, for example, a high <\/span>percentage<\/span> of users\u00a0<\/span> stop using <\/span>a mobile app<\/span> or uninstall <\/span>it<\/span> entirely after 90 days<\/span>,<\/span> because there isn\u2019t a strong enough draw to keep <\/span>people engaged<\/span>. That\u2019s <\/span>a <\/span>missed <\/span>opportunity<\/span> to foster loyalty that leads to repeat purchases and customer lifetime value.<\/span>[\/vc_column_text][vc_column_text]Although the organization is usually aligned with the strategic business initiatives like increasing cart conversion by x% or increasing website traffic by x visitors, or even increase average cart value by $x, brands fail to deliver the expected digital experiences that enable brands to achieve their strategic goals. Brands lack a <\/span>holistic<\/span> digital experience strategy enabled by a customer-led innovation culture and aligned through digital experience systems to achieve these goals.<\/span><\/span>\u00a0<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1664889027464{margin-top: 50px !important;margin-bottom: 50px !important;}”]<\/p>\n

Here are <\/span>5 common digital strategy challenges that prevent brands <\/span>from<\/span> achieving their goals<\/span>:<\/span><\/span>\u00a0<\/span><\/h2>\n

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1. Not <\/span>e<\/span>ngaging the <\/span>d<\/span>igital <\/span>c<\/span>ustomer for <\/span>f<\/span>eedback<\/span><\/span><\/span><\/h3>\n

C<\/span>ustomer feedback serves as the \u201cEQ\u201d to the \u201cIQ\u201d <\/span>for<\/span> integrated systems. Too many brands do not incorporate customer feedback as a key data source<\/span><\/span>,<\/span><\/span><\/span> which gives them a lack of <\/span>insight into<\/span> why a customer took a specific action online or in-app.<\/span><\/span>\u00a0<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1664890822405{margin-top: 50px !important;}”]<\/p>\n

2. Customer <\/span>d<\/span>ata in <\/span>s<\/span>iloed <\/span>s<\/span>ystems<\/span><\/span><\/h3>\n

D<\/span>isparate data sources<\/span> and<\/span> event data without the emotional context <\/span>prevent brands <\/span>from seeing<\/span> the customer journey across multiple channels (offline<\/span>\/<\/span>online) <\/span>and<\/span> devices.<\/span><\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1664890833873{margin-top: 50px !important;}”]<\/p>\n

3. Unidentified <\/span>b<\/span>roken <\/span>d<\/span>igital <\/span>p<\/span>rocesses<\/span><\/span><\/h3>\n

T<\/span>here is no easy way for digital or eCommerce teams to identify <\/span>broken processes. Too often<\/span>,<\/span> web analytics tools are the primary source of data used to prioritize A\\B tests or website optimizations.<\/span><\/span>\u00a0<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1664890837723{margin-top: 50px !important;}”]<\/p>\n

4. No <\/span>c<\/span>lear <\/span>f<\/span>ocus or <\/span>l<\/span>ack of <\/span>p<\/span>rioritization<\/span><\/span><\/h3>\n

B<\/span>rands are challenged with prioritizing website enhancements and optimizations <\/span>without understanding how the dots<\/span> connect<\/span> between what happened, why it happened<\/span><\/span>,<\/span><\/span><\/span> and the impact on the business metric<\/span> in question<\/span>.<\/span><\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1664895921595{margin-top: 50px !important;}”]<\/p>\n

5. Rapid change in consumer behavior<\/span>\/<\/span>needs<\/span>\/<\/span>expectations<\/span><\/span><\/h3>\n

D<\/span>igital and eCommerce teams lack a technology strategy and\/or solution that enables the<\/span>m<\/span> to proactively innovate and optimize<\/span>,<\/span> leaving them <\/span>in reaction mode<\/span>.<\/span><\/span><\/p>\n

Ecommerce and digital leaders are all fighting to achieve their strategic business goals during the Era of Great Exploration fueled by digital consumerism. The stakes are high as brands no longer dictate the terms of the customer experience, and every website visitor or app user counts. Understanding how to improve digital experiences and taking the right actions at scale is the new battleground.\u00a0 <\/span>\u00a0<\/span><\/p>\n

Online shoppers are sensitive to efficient experiences, competitive pricing, outstanding customer service, and cross-channel integration (like \u201cbuy online, pick up in store\u201d). Get it right and you\u2019ll earn repeat business and loyalty \u2013 get it wrong and your revenue will suffer.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

Only your online customers can tell you if your teams are getting it right. With Chatter\u2019s digital suite, your team can effectively understand the customers who are closest to the digital experience, while taking continuous action on the highest-impact optimizations and enhancements. The result: delivering on customer expectations, increasing revenue, streamlining customer acquisition and harnessing your competitive advantage.<\/span>\u00a0<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1664891327678{margin-top: 50px !important;}”]<\/p>\n

Why is Chatter\u2019s Digital Suite the right solution for your team?<\/span><\/b>\u00a0<\/span><\/h3>\n