Customer Experience

Adapting to your customers’ interactivity needs

Like many of you, I, too, am an “e-consumer”. I use my tablet, computer and smartphone to place orders, pay bills, track orders, etc. And why not, when more and more companies are offering this possibility? Honestly, I find it very practical. When I receive communications from my favourite banners, I appreciate being able to do something with them in just a few clicks: take advantage of a special offer, pay a bill, confirm an order, etc.

And I’m not the only one.

The digital explosion has given rise to a new need among consumers: the need for interactivity.

The digital trend is where it’s at

According to InfoTrends, the value of electronic customer communications will increase by 15.9% annually between 2013 and 2018, reaching US$23.9 billion.

Companies know this, and it’s important for them to be on the same wave length as their customers: the Web is the raison d’être of the digital age. That’s where everything happens. It’s where we get emails (promotional and transactional) from, where we shop and where exchange tonnes of information. Users shop online and share on social media. Smart devices are everywhere.

When interactivity becomes part of the equation

Owing to this digital trend and all the technology devices associated with it, the need for interactivity has become obvious.
But first, what does interactivity mean where business relations are concerned?
Here and there, I have found definitions such as “media characteristic that fosters exchanges with the public,” or even “dialogue that occurs between a human being and a machine.”
In the end, it comes down to one thing: Being able to take action and exchange.
Gone are the days of receiving hard copy and PDF invoices.
Now, you can take action instantly. Our eyes almost automatically look for the big “Pay Now” button. With your preregistered credit card information readily available on the customer portal, the transaction takes but a few minutes.

A product was delivered damaged? You want to be able to inform someone right away be telephone. You want to be able to be heard and rectify the situation immediately.
The supplier doesn’t seem too responsive? This quickly becomes annoying. So, an annoyed client is likely to go to another competitor that offers a more interactive service.

Adapting to new trends is possible

If your company is an SMB, you might see implementing a digital, interactive service as something complicated, accessible only to large companies with big budgets.

Well that’s not the case. You, too, can implement tools to help you support and generate digital, targeted and interactive communications.
You can let your users express themselves and take their opinions and preferences into account.

You could, for example, automatically generate personalized HTML emails adapted to the digital device of your target clientele, or even propose actions to your users so they can automatically launch certain processes. For example, giving users the opportunity to pay online, then sending them an order-tracking email.
In the return email, you could even ask them in which format they would prefer receiving their order tracking: sms, email, Web portal, etc.

All this can be done with the optimal use of customer data, combined with a relevant message, in a digital and adaptable format.

Making good use of digital tools brings companies closer to their customers, strengthens their loyalty and ends up generating more revenue.

At Objectif Lune, we create software to help you transform your customer communications one step at a time. Visit us to find out more.