Kishnan Nedungadi
With the world increasingly connected and with new forms of technology all the time, it is possible to wonder how companies can take advantage of this connectivity to make their businesses grow. One way to answer this is to invest in knowledge about the customer journey, from first contact to post-sales.
“The customer journey is the entire experience that the consumer has with a company, from the first contact with the brand, to the after-sales. Understanding it allows organizations to generate value throughout the purchase process and walk with the consumer at each stage, educating the market and, also, their audience”, explains Kishnan Nedungadi, CEO of Lumis, a technology company with platforms focused on customer experience.
With the pandemic and the digital transformation it has brought, the competitiveness between companies has increased and, with that, the great differential between companies is to offer personalized and satisfying experiences for consumers.
“To understand what the customer goes through and improve the experience of your users, the first step is to create the customer journey map. It allows the company to understand the emotions and expectations that define the consumer’s perspective and the interactions they experience in their buying process, that is, designing the customer journey allows the company to see its business from the perspective of its consumers” , explains Nedungadi.
In addition, for the CEO of Lumis, mapping and understanding the user journey brings several benefits to the company, such as, for example, identifying the possible bottlenecks that are harming the consumer experience and, from that, understanding the points that need improvement. .
But after all, how does technology help companies improve the customer journey? Automation simplifies work, creates intelligent flows, reduces manual tasks, helps in time management, increases production and allows the employee to have more time to focus efforts on other strategies.
And to help in this process, companies can count on technology as a great ally in the management of this customer relationship, as it can facilitate the understanding of each stage of the consumer’s journey and positively influence the experience lived with their company.
To be able to understand user behavior on their journey and offer personalized experiences at the right times, companies need to have technological tools that allow them to easily tag solutions and collect behavior data at touch points in a Big Data structure.
Have easy access to collected data, being able to extract visual reports to identify bottlenecks. Relying on Artificial Intelligence tools to process this collected data to provide insights that can be nearly impossible to identify using manual processes. Possibility to segment users based on their behavior in real time and finally experiment by injecting personalized experiences to improve the success of your digital channels.
“Technology has been essential for consumers to have an increasingly pleasant and personalized experience. With these technological tools, it is possible to value and optimize the experience at each stage of the journey, in each interaction he has with the company. In this way, it is possible to offer personalized service on all digital channels and ensure an uninterrupted journey”, concludes Nedungadi.
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