Digital Experiences—Do You Know What Consumers Want?
Our benchmarking service covering digital experience innovation is open now. Click here to participate. You will receive a custom report and walkthrough call with an advisor upon release of the results in August.
Consumers are disappointed with the digital experiences brands deliver, according to a recent study by the IBM Institute for Business Value. The report also highlights that the benefits executives believe consumers want from digital experiences are not the ones consumers themselves name.
This executive report explores why many customers are choosing not to embrace companies’digital CX initiatives.
In our conversations with marketers, we’re increasingly asked questions that boil down to one uber-problem: how do I place the right bets when it comes to digital experience? This graph speaks to one piece of the puzzle here.
A deep understanding of the outcomes consumers are trying to achieve is crucial to innovating your digital experience. Domino’s Pizza is one of the brands that come up a lot when we ask who marketers themselves admire in this field. They clearly know their consumers.
One of my favorite innovations from Domino’s is their zero-click ordering. Download an app, and link it to your profile, where you state your preferred order. Then open the app—a 10-second timer counts down, and when if finishes, the app orders your pizza. The app is the height of simplicity.
Domino’s understood that their consumers craved a convenient experience, as well as a carb extravaganza. This app is just one of many innovations that has simplified the Domino’s experience—order by emoji, and voice-recognition ordering are further examples.
Only through identifying what consumers wanted could Domino’s come up with these innovations. Otherwise, they may have focused, for example, on recreating the in-store experience using VR. Would that have delivered what consumers wanted? Probably not.
We’re currently running benchmarking to identify how brands can improve all aspects of the digital experience innovation process, from ideation and filtering, to pilots and scaling. To ensure your brand is in the data set and to get a custom report and walkthrough from our advisors, complete the survey here.
By Craig Fawcett
http://ceburl.com/1sss
