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The Road To CX Success

March 20, 2019

 

 

With SciVisum and Mobify

 

Think about this for a moment; do you consider yourself to be a patient, tolerant person? Of course you do. We all are aren’t we?

 

Well, maybe so, but when it comes to our online behaviour most of us are anything but. Whether it be the length of time to load the page (anything less than almost instantaneous is likely to mean you’ve lost that customer), distracting images or videos, the ease and clarity of the checkout process – all have a distinct and direct influence on conversion rates.

 

To gain a better understanding of why this is so important, let’s take a look at some of the stats regarding the amount of digital data we both create and consume. The numbers are mind boggling.

 

In an extract from an excellent Forbes article according to Domo’s Data Never Sleeps 5.0 report, these are the numbers generated every minute of every day:

  • Snapchat users share 527,760 photos

  • More than 120 professionals join LinkedIn

  • Users watch 4,146,600 YouTube videos

  • 456,000 tweets are sent on Twitter

  • Instagram users post 46,740 photos

 

Our daily lives are fed with a diet of constant digital information. A study in the US by the University of California San Diego estimated that in 2015, each individual would consume approximately 74 gigabytes of data on average every single day.

 

Presented with that much data, we have all developed a ‘digital filter’, this is the manifestation of the aforementioned lack of patience and intolerance.

 

Because of the sheer volume of data we are required to process, it has become necessary for us to filter and to filter extremely rigorously. This means that our online personas have become incredibly demanding.

 

From speed and responsiveness to ease of navigation to the ability to grab and hold our attention, all these elements have to be in place otherwise we move swiftly on.

 

Today’s consumer is ever more demanding, and with a low tolerance threshold they switch brands with unerring speed.

 

 

The Road To CX Success

 

With this in mind, the Road To CX Success was born.

 

Take one iconic retail venue, one prominent retail business, add a consumer psychologist, mix well and, finally, add a symbol of the hedonistic 80’s and the result? A morning packed with insights and experiences of what it really means to deliver great online customer experience.

 

Jointly organised by SciVisum and Mobify, this breakfast event provided delegates with some fascinating insights, asking the question: is your online presence truly delivering?

 

“Today’s consumer is ever more demanding, and with a low tolerance threshold they switch brands with unerring speed. Can you be sure that your online presence is always performing at maximum capacity?”

 

Because, as we know, consumers today are less tolerant and more promiscuous than ever before. Each and every touchpoint has to be 100% on point. Every minute of every day. Loyalty is now an ephemeral concept in retail as the modern savvy consumer constantly seeks out best value.

 

And when it comes to customer experience, mobile is king. Tablet is practically a thing of the past as smartphones have increased in screen size and functionality.   

 

Debenhams realised some time ago that their online presence was in urgent need of attention, and led by Jim Hingston, Head of Digital Product and Senior Product Manager, Mel Wasley, they set about transforming the digital experience for Debenhams’ customers.

 

With the help of both SciVisum and Mobify they are now able to deliver an online customer experience which is second to none.

 

But what is it that’s driving this rapid shift in consumer behaviour? To find out, we have to delve into the minds of all of us and what better way to do this than with leading consumer psychologist, Zana Busby of Retail Reflections.

“The memory of the experience is more important than the experience itself”

Zana Busby

 

Providing fascinating insights into how our brains operate, in particular that we are unable to make decisions without emotion, she challenged the audience to rethink their strategies when it comes to attracting and retaining customers.

 

Retail in 2019 is more complex, more competitive than at any other time. Consumer expectation is exceeding retailers’ capabilities to deliver at an alarming rate.

 

Against this backdrop it is more important than ever to understand what you peers are doing to counter this and, increasingly, to understand just what makes us tick as consumers; why we purchase and more importantly why we don’t.

 

And that 80’s icon? Host for the day, Andrew Busby, brought along one of the original Motorola Dynatac ‘brick’ phones as a way to demonstrate the sheer power and influence we now have in our pockets through our smartphones.

 

It might be several decades since we saw the first ‘brick’ phone but it was only one decade ago that we saw the first smartphone.

 

The pace of change now means that it would be a brave person to predict just what power consumers will yield in another ten years’ time. 

 

Can you be sure that your online presence is always performing to meet your customer’s needs? Can you afford to take the risk of not knowing? Because if it isn’t, you’re not even in the game.

 

 

Andrew Busby is a former retailer, Founder & CEO of Retail Reflections, Forbes contributor, Top 20 global retail influencer and an IBM Futurist.

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