An organisation’s online presence is becoming increasingly more important in terms of the overall customer journey. Ensuring your customers are happy throughout the entire process can be the defining point of whether or not they complete the desired action. So, how can businesses enhance their online presence and improve that ever-important purchase journey?
The online customer journey has evolved dramatically in recent years. Some businesses, such as retail giant ASOS, have built their entire business model online and are thriving because of it. Whether you are selling a product, service or simply sharing information, the role of digital is crucial in improving the overall customer experience. As nowadays, the purchase journey more often than not goes through a digital stage, from browsing online retailers to making a complaint through customer care, the customer often comes in contact with your online presence.
Customer service skills
User experience (UX) or increasingly, customer experience (CX) refers to the interaction between an organisation and the user or customer. Digital works best when it is seamless and interactive with other touchpoints throughout the journey, it should be accurate, efficient and simple.
We are seeing an increase in digital companies searching for candidates with a high level of skill in customer services, especially for UX roles, so the lines are not blurred between the digital services and pleasing the customer. Skills in customer service through online mediums such as chatbots, email and social media are becoming more valuable as more customer requests are being made online, rather than by phone.
Analytics and insights: new roles to be filled
In the digital space, customer expectations have risen dramatically. Therefore, employers are having to develop their digital workforce to best meet these new expectations. This has consequently led to a huge surge in analytics and insight-based roles within businesses. In the candidate-led market of today, the demand of these professionals often cannot be met. In turn, this has led to both specialist interim and permanent salaries rising, to retain top talent and attract the best professionals from competitors.
Another area of growth is user experience (UX) research, to better understand the behaviours and motivations of customers. The research around customer experience will allow businesses to customise and tailor their websites to their specific audience and user, improving the customer journey and boosting revenue.
A personalised approach
A personalised approach to interacting with customers is now an essential part of the overall customer journey. Developments within digital now enable businesses to personalise content, and make it as relevant and engaging as possible in order to attract new customers and keep them coming back for more.
We have noticed more and more of our clients implementing personalisation strategies to their websites, either in part or in full, to ensure that their customers are kept happy whilst interacting with them online.
Businesses are now hiring professionals skilled in this area, to advise and help with how to best personalise their website in accordance with products and target customer base. Through digital research using relevant analytics tools as well as other channels, you can learn from customer journeys and decipher, solve and amend any pain points on your website to improve this.
If you are looking to hire in the digital sector and aren’t sure what you should be looking for, please read our article ‘What should you be looking for in a digital CV?’ To help you with your search. Alternatively, get in touch with one of our expert recruitment consultants now, to discuss all of your hiring needs.
Andrew Carr
Manager, Michael Page Digital
T: 0121 634 6947