No matter the industry you’re in, adapting to these uncertain times is the key to survival. Over this recent period, you have probably been adjusting to new working arrangements. But like we said in ‘How to Pivot Your Brand in Uncertain Times’, it is just as important that you meet your customers where they are. When you are able to see things from your customers’ point of view, you can come up with more direct strategies that address their needs. This will not only give you a competitive edge, it will also give you a sense of purpose.
So with that in mind, here are some digital innovations that today’s consumers look for.
Addressing the crisis and company response
You may be wondering what sort of messages your consumers want to hear from you during a crisis. Edelman is a global communications firm that conducted research on consumers worldwide, and they uncovered that today’s conscious consumers look for brands that they consider as trusted partners. These days, it is relatively simple to engage constantly with your consumers. Transparency and authenticity are everything to consumers, and companies must innovate their digital strategies so that they use their channels to communicate their current practices, or to educate the public. If this is something you might have overlooked in the past, this digital innovation can also be in the form of bridging the gap between you and your customers – and your entire community.
Many of today’s brands have either curated resources related to the pandemic, or have set up partnerships with organisations that customers can likewise support. Sometimes, digital innovations don’t need to be elaborate; they can focus on the basics and use tech to execute them successfully. With operations now mostly digital, this can keep your company above the other players in the market.
Expanding digital payment options
While digital banking has been on the rise for quite a while now, a McKinsey & Co survey among customers in Europe and the UK found that the pandemic has accelerated the use of online banking methods. People in the UK have stopped using cash, and have opted to send more digital payments. This is in line with a greater demand for online services, and this phenomenon is set to last even after the pandemic.
Although business objectives may differ, FIS Global describes how enabling card-to-crypto exchanges allows you to reach worldwide audiences. Offering these options can help boost conversion rates with seamless transactions. As customers become more technologically savvy, these reliable forms of transactions can be something that regularly brings them back to your company.
Offering contextual support
With your digital channels established, as well as customers’ dependence on mobile devices, automation has become second nature. Customers and companies can mutually interact because of this, and remain connected at all times. However, today’s consumers also want contextual support. Companies should work on being proactive instead of reactive, anticipating customer needs as best as they can. Insights from data analytics can make this possible, and one way to utilise this is through personalised experiences. Freshworks has found that 70% of customers around the globe prefer brands that offer services across their multiple channels.
Regardless of the chosen channel, brands and companies can improve on their contextual interactions by leveraging the data they analyse to ensure the consistency of their services. While actual support representatives are still important, automated self-service options must also be available for consumers to consult if they need immediate answers.
Staying ahead of the game may be a challenge, but once you listen to the intently to your consumers, you can come up with your own recipe for success.
