A digital customer experience is an exchange of data for goods and services. Customers are generally comfortable sharing their personal data if they consider the exchange to be a fair value. Regulations (like GDPR and PDS-2 in Europe) are evolving towards more individual control of personal data and requires customer consent. As a result, customers will ask themselves more and more the following question: “What’s the experience I want from this company, for me to trust them with my personal data?”
So, why would a customer trust one brand more than another? Because with them, that customer feels respected and valued. In their research around the “Customer Experience Index,” Forrester proved that the making customers feel valued and respected (not just satisfied) was the most essential contributing factor in building a customer’s trust, loyalty and advocacy for a company.
For a customer, what does it mean to feel respected in a digital customer experience?
And, for a customer, when do they feel valued in a digital customer experience?
As you can see, these experiences are very similar to what would make a customer feel respected and valued in the real world. Of course, in the real world, a company can make sure that their personnel go the extra mile in addressing any customer needs while in the proximity of their physical store.
But, for this to happen in the digital world, your company needs to become humanized.
For further interest:
NGDATA helps brands in data-driven industries, such as financial services, telecom, utilities and hospitality, to drive connected experiences. Our Next Generation Customer Data Platform, Lily™, puts people at the center of every business via Lily’s Customer DNA, which continuously learns from behavior to deliver compelling experiences for companies, such as Belfius Bank, Innogy and Telenet. NGDATA is headquartered in Gent, Belgium and has offices in the United States, Europe and Asia-Pacific.Learn More...