Today's customers spend more of their time on digital channels than in traditional media. These people are known as "Digital natives", they expect the same end-to-end digital customer experiences as they get from digital services like their bank, Netflix or Amazon. They are growing in number, 75% of working people will be Digital Natives by 2025. In this new digital world, the way we compete and deliver our products and services is evolving to meet their demands. Digital transformation is being driven by the accessibility of new digital technologies that talk to one another, enabling end-to-end workflow and process automation. Also, the skillsets to manage these services are available remotely, often at commercially attractive rates due to their location.
Some companies are finding it increasingly difficult to compete with digitally advanced rivals. In response, they are embarking on strategic "Digital Transformation" journey's to get them back on track.
Informed by insights from business intelligence and data analytics, it is typically managed by a transition to new media, process automation and customer self-service. Because of this, digital transformation strategies prioritise the quality of their digital experiences to maximise customer engagement. Digital transformation is not for the faint hearted, it can require significant organisational change, lateral thinking and a joined-up "customer-centric" culture across the enterprise to deliver it successfully.
Typically, there are three familiar stages to any digital customer experience and we can help you deliver an engaging and effective brand experience every step of the way.
"Reach real prospects"
Typically the first step in a "digital customer journey", it's an opportunity for you to make a good first impression and develop new client relationships.
Digital Marketing connects your business with people looking for your products and services online. Its purpose is to deliver leads to your sales team or your digital sales facility at a cost that supports your business growth targets.
It's also an opportunity to qualify your leads, enabling your sales team to spend most of their time converting new business.
"Click, tap,... sold!"
Usually the second step in a "digital customer journey". Qualified leads, often referred by Digital Marketing, are enticed to visit your "Online shop", "Ecommerce site" or "Digital sales funnel".
Here, prospects can view the details of your product or service, choose delivery options, customise it, get a price and buy it.
Payments are made conveniently with Credit/Debit cards or digital services like PayPal, Apple or Google Pay. This is followed instantly with access to your Digital Services.
"Keep'em coming back for more"
Generally the third and final step, Digital Services provide a win-win opportunity to lower operating costs and build customer loyalty.
Customers get access to your digital product or service if you have one, or details of a physical purchase and delivery tracking information. Other "self-services" are often provided, like re-order facilities, increasing capacity in your operations teams.
An engaging experience delights customers, keeping them coming back for more.
If your digital transformation strategy requires new digital marketing, sales or service experiences, you may appreciate a little support from an experienced digital strategist, project manager and other digital specialists to help you deliver your goals. We aim to embed ourselves in your organisation like full-time employee's working for your strategic interests, filling any gaps you may need to strategise, build or refine solutions for the duration of your project.
Experience and Achievement highlights
..."Independent Five Star rating" service to a very risk averse and conservative financial services company, eventually providing buyers with a rating of 4.6 out of 5 stars from existing customers, "social proof" of their quality of service. As a result, this very influential service delivered a significant boost in "straight-through" online sales while lowering their CPA.
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Won a "Spider" award for eBooker's PLC Irish website.
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Successfully managed development of a 1,300 page multi-lingual, multi-product and multi-regional global website designed to generate B2C + B2B leads and support existing customers. It included an innovative "easy find" navigation system to offset its large size. We also replaced their mature, high authority domain (of 19 years) with a new one that had no SEO authority, without losing any free traffic. Delivered on-time and on-budget with a small team of specialists.
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Successfully managed the development of an Attribution Dashboard providing a global financial services company with a combined online plus offline view of multi-lingual, global marketing channels and their value in terms of Cost Per Acquisition (CPA) that each delivers in real-time.
...development of an innovative B2B quotation system for a global health insurance company, first in its market to provide an indicative quote for group business designed to increase volumes of better qualified, easier to convert B2B leads.
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Strategist and marketing lead for the development of a convenient global call back request system which provides a sales appointment booking service (for a sales team that works 9-5 pm, Mon-Fri GMT) to a global audience in their local date and time-zone. This is their top sales referral channel due to its ability to qualify B2C leads and provide free calls.
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Strategist and marketing lead for a sales chatbot (AI) and live-chat service. The chatbot was programmed to qualify potential leads before passing them to a live-chat with a sales team member. This helped the team optimise their conversion rates.
...for the development of multiple web and mobile apps. This includes:
Health & Fitness app
BMI Calculator
Medical Symptom Checker
Global Health Practitioner Finder
Medical case management request service
All designed to support and deliver a new value proposition while adhering to regulatory compliance.
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Strategist and marketing lead for a bespoke B2B online portal development enabling business partners and group clients to securely set up and manage insurance policies, run reports and perform other convenient "self-services".
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All developments outlined here include the setup of analytics dashboards that map aggregate "customer journeys".
These maps provide clear evidence of the paths well-travelled and those that are not in terms of each key feature's levels of customer engagement. This provides key insights for additional investment to develop improvements that achieve additional cost savings.
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