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#47 | DCX - Perspectives and insights on digital customer experience
Mobile-First: The Game-Changer for DCX Success; The Six Thinking Hats Approach to Problem Solving; Linkedin Poll of the Week; DCX Links and Thought Leader Linkedin Profile of the week
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Mobile-First: The Game-Changer for DCX Success
Our smartphones have become a huge part of our everyday lives. They're the go-to gadget for most people when they want to surf the web. That's why it's crucial for businesses to focus on making their online presence great for mobile users. If they don't, they might miss out on a lot of opportunities.
In this post, I'll explore why putting mobile first is a big deal, share helpful tips for getting it right, show you some successful examples, and discuss potential challenges to be aware of.
Benefits of a Mobile-First Approach in Designing Digital Customer Experiences
Embracing a mobile-first mindset when designing digital customer experiences can bring your business numerous advantages. In this section, we'll explore the key benefits of adopting this approach and how it can improve user satisfaction, boost engagement, and, ultimately, drive your business to new heights. Let's dive in and discover the power of putting mobile first.
1. Enhanced User Experience:
If you adopt a mobile-first approach, you can provide your customers a seamless experience on all devices. This involves optimizing your website or app for smaller screens, which will make accessing information and navigation easier for your users. When your customers can effortlessly find what they need and enjoy a hassle-free experience, they will be more likely to return to your website or app, resulting in higher customer retention rates.
2. Increased Customer Engagement:
By utilizing location-based services, push notifications, and other mobile-specific features, you can provide your customers with a personalized experience. This will lead to better customer engagement and encourage brand loyalty. For example, if you own a retail store, you can notify customers of ongoing sales or promotions when they are nearby, which can prompt them to visit your store and make a purchase.
3. Improved Search Engine Optimization (SEO):
If you want to improve your website's SEO rankings and attract more traffic, you should consider adopting a mobile-first strategy. With Google's mobile-first indexing, sites that are mobile-friendly are prioritized in search results, giving you increased visibility and more potential customers. So, by making your site mobile-friendly, you can draw in more traffic and ultimately grow your business.
4. Elevated Customer Satisfaction:
By adopting a mobile-first approach, you can enhance your customers' satisfaction rates by offering them a swift and more convenient experience. With mobile devices, your customers can browse information and make purchases anytime and anywhere, without the need for a desktop computer. This level of convenience can significantly enhance their overall satisfaction, which can result in positive recommendations and repeat business.
5. Increased Conversion Rates:
If you adopt a mobile-first approach, you can enhance your conversion rates. By providing a user-friendly experience, you can reduce bounce rates and motivate your customers to take action, such as completing a form or making a purchase. This, in turn, has the potential to increase sales and revenue for your business.
Maximize Your DCX Success with These Mobile-First Strategies
This section will dive into some proven mobile-first strategies that will help you unlock the true potential of your mobile presence and create an unforgettable experience for your users.
1. Responsive Design:
Ensure your website or app can adapt to different screen sizes to provide a seamless user experience across devices. This will help improve your customer retention rates.
2. Simplified Navigation:
Keep your navigation simple and easy to use by prioritizing the most important information and providing clear calls to action. This is especially important for mobile-first design.
3. Condensed Content:
Since mobile screens are smaller, it's important for you to condense your content for easy reading and digestion. Consider using bullet points, shorter paragraphs, and clear headings to communicate the main points.
4. Integration with other Channels:
Integrate your mobile-first design with other channels, such as social media and email, to provide a seamless omnichannel experience for your customers. This can help increase customer engagement and loyalty and drive more sales for your business.
Examples of Companies that have Successfully Implemented a Mobile-First Approach
Curious about how real-world businesses are thriving with a mobile-first approach? Below, I showcase some standout companies that have nailed their mobile strategies, resulting in increased user satisfaction and business growth.
Amazon's mobile app is designed for convenience, with features like one-click ordering and voice search. The app provides a seamless user experience and allows customers to find and purchase products on the go easily. The app is also personalized, with features like product recommendations based on past purchases.
Airbnb's mobile app is designed to be user-friendly, with a simple and intuitive interface. The app allows users to search for and book accommodations and communicate with hosts easily. The app also leverages location-based services to provide users with relevant information about the local area.
Uber's mobile app is designed for speed, with a streamlined interface that makes it easy to request a ride. The app uses location-based services to connect riders with drivers in their area, providing real-time updates on the driver's location and estimated arrival time.
Starbucks' mobile app is designed for loyalty, with features like mobile ordering and rewards. The app allows customers to order and pay for their drinks ahead of time, reducing wait times in-store. The app also rewards customers for their loyalty, with perks like free drinks and food items.
Nike's mobile app is designed for personalization, with features like customized workouts and product recommendations. The app allows users to set fitness goals and provides personalized workout plans and coaching. The app also recommends products based on the user's preferences and past purchases.
Challenges of Implementing a Mobile-First Approach
A mobile-first approach is no longer a luxury but a necessity for businesses that want to provide a seamless and personalized digital customer experience. But it's not always easy. Here are some challenges you might face when trying to make your website or app perfect for mobile users.
1. Technical Limitations:
Some businesses with outdated systems or incompatible software may face technical limitations when implementing a mobile-first approach. To overcome these challenges, businesses may need to invest in new technology or work with a vendor that specializes in mobile-first design.
2. Budget Constraints:
Adopting a mobile-first approach may require additional resources and investment, which may not be feasible for all businesses. To address this challenge, businesses may need to prioritize their mobile-first efforts and focus on the most impactful changes first.
3. Lack of Expertise:
Some businesses may lack the expertise needed to design and implement a mobile-first approach. In this case, hiring outside experts or investing in employee training to build the necessary skills in-house may be necessary.
4. Resistance to Change:
Some businesses may resist change and be hesitant to adopt a mobile-first approach. To address this challenge, it is important to educate stakeholders and decision-makers about the benefits of a mobile-first approach and how it can improve the bottom line. Businesses can build momentum and support for a mobile-first approach by demonstrating the potential return on investment.
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The Six Thinking Hats Approach to Problem Solving
I’m a fan of using different models to consider and resolve problems. I recently came across the Six Thinking Hats model developed by Edward de Bono and want to share it with you. This structured approach encourages participants to explore a problem from different perspectives represented by different colored hats.
By wearing each hat, you can focus on a specific type of thinking, such as objective, emotional, critical, optimistic, creative, or process thinking. This method can help you generate innovative solutions, manage group discussions, and make better decisions. Give it a try and see how it can improve your problem-solving skills!
Here are the six different hats, along with a brief description of each:
1. White Hat: This hat represents objective thinking.
It focuses on data, facts, and information. When wearing the white hat, participants should ask questions like, "What information do we have?" and "What information do we need?"
2. Red Hat: This hat represents emotional thinking.
It focuses on feelings, intuition, and gut reactions. When wearing the red hat, participants should ask questions like, "What do we like about this idea?" and "What concerns us?"
3. Black Hat: This hat represents critical thinking.
It focuses on identifying potential problems, risks, and drawbacks. When wearing the black hat, participants should ask questions like, "What are the potential downsides?" and "What could go wrong?"
4. Yellow Hat: This hat represents optimistic thinking.
It focuses on identifying potential benefits, opportunities, and advantages. When wearing the yellow hat, participants should ask questions like, "What are the potential benefits?" and "What could go right?"
5. Green Hat: This hat represents creative thinking.
It focuses on generating new ideas, possibilities, and alternatives. When wearing the green hat, participants should ask questions like, "What are some new ideas we could try?" and "What if we looked at this problem from a different angle?"
6. Blue Hat: This hat represents process thinking.
It focuses on managing the thinking process itself. When wearing the blue hat, participants should ask questions like, "What is our goal?" and "What thinking mode should we use next?"
Putting the Six Hats Thinking Model to Work:
1. Define the problem:
Begin by identifying the problem that you want to solve. Make sure that everyone involved understands the problem and agrees on what needs to be addressed.
2. Assign roles:
Assign each participant a different hat color. Make sure that everyone understands the role that they are playing and the type of thinking that is associated with their hat.
3. Use the hats:
Begin by using the white hat to gather information and data about the problem. Then move on to the other hats, using each to explore the problem differently.
4. Switch hats:
Encourage participants to switch hats frequently. This will help to prevent them from getting stuck in one mode of thinking.
5. Evaluate solutions:
Once you have explored the problem from all perspectives, use the blue hat to evaluate the solutions that have been generated. Decide which solutions are most promising and develop an action plan for implementing them.
Let me know how it works for you!
DCX Linkedin Poll of the Week
This week, I was interested in learning more about the biggest CX challenges facing the CX pros in Linkedin's Customer Experience Professionals Group. Thanks to all who responded.
Creating a customer-focused culture can be tough for organizations, and there are several reasons why.
Making a customer-focused culture is hard for any organization, no matter its size or type. It needs a lot of effort to change the attention from the inside work to what customers need outside. This change might face problems from workers and others who are used to how things usually work.
One of the biggest challenges is the time, resources, and work needed to make the change. It means changing many parts of the organization, like rules, processes, and ways of talking, to match the focus on customers. This change needs a deep understanding of what customers need, like, and don't like, which can take a lot of time.
Another challenge is that workers who are used to the normal way of doing things might not like the change. Changing how things have always been done can be hard, especially if workers feel their jobs are in danger. Organizations need to make sure workers are part of making the customer-focused culture, so they know why it's good and feel able to help make the change.
People like investors, suppliers, and partners might also make it hard to create a customer-focused culture. They might have different goals that don't match focusing on customers. Organizations need to explain why a customer-focused culture is important and how it will ultimately help everyone.
Even though it's hard, creating a customer-focused culture is very important for organizations to do well today. Organizations that put customers first are more likely to keep customers, get new ones, and be successful in the long run. It's a journey that needs dedication, patience, and being open to change, but the rewards make it worth it.
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Links to Industry news, ideas, insights, and the DCX Thought Leader Linkedin Profile of the week
Delta Airlines' Chief Digital Officer, Eric Phillips, discusses the airline's focus on leveraging digital capabilities to tailor interactions and improve the overall customer and employee experience. Delta's latest initiatives include free in-flight Wi-Fi and Delta Sync, a platform that delivers loyalty members customized in-flight entertainment and experiences.
1. Delta is focused on driving a premium, differentiated experience for customers by delivering more convenient, rewarding interactions and making free Wi-Fi available from gate to gate.
2. Delta is committed to connecting and supporting airline operations by improving the overall travel experience when disruptions happen and using digital solutions to empower employees.
3. Delta Sync is a central part of Delta's vision to create more personalized travel, and the airline is working to roll out the platform this summer.
The article highlights some of the most interesting and notable retail experiments with emerging technology in April 2023, including Starbucks' NFTs, American Eagle's augmented reality experience, AI Fashion Week, Metaverse Fashion Week, and Panera's updated voice ordering capability.
1. Starbucks released its second collection of NFTs to beta users of its Web3 loyalty program, Starbucks Odyssey, featuring images that commemorate the first Starbucks store.
2. American Eagle announced its new resale site, RE/AE in partnership with ThredUp, alongside an augmented reality experience in Snapchat, allowing users to try on 200 items from a curated collection.
3. AI Fashion Week and Metaverse Fashion Week showcased designs created with various imaging software and hosted virtual runway shows and pop-up shops.
Airbnb CEO Brian Chesky has revealed that the company plans to incorporate AI into its app, with a focus on personalized recommendations and improved customer service. Chesky said that while some launches will come later this year, major changes will be made by mid-2022.
He also discussed upcoming updates to the Airbnb platform, including paid products and services for hosts and guests and a potential ad product that he wants to do differently. Chesky also talked about Airbnb Experiences and how the company has had fits and starts with it but believes the market is there, and someone could build a billion-dollar company just with experiences.
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DCX Thought Leader Linkedin Profile of the Week
Every week, I share a person's profile from Linkedin that I think will benefit your life and career.
This week’s profile is on Dave Fish, Ph.D, CEO of CuriousityCX.
Meet Dave Fish, Ph.D., a true master in the art of customer experience and consumer research. The man behind CuriosityCX is a company that helps businesses create better products, services, and customer experiences by providing deep insights into consumer behavior and customer experience.
With over 20 years of management experience under his belt, Dave is a recognized expert in consumer behavior and customer experience. He's got the publications, tradeshow appearances, and expert consultation to prove it.
Dave's got a strong background in advanced experimental and quasi-experimental designs, statistical techniques, measurement development, and audience-appropriate reporting and presentation. He's the go-to guy for CX design, research design, channel performance improvement systems, product development research, segmentation, pricing, and choice research, service-profit chain methodologies (linkage), employee engagement and attitudinal measurement, marketing effectiveness, qualitative research, and program evaluation methodologies.
Dave was also an adjunct professor at the University of Arkansas and Michigan State University, where he taught courses on strategy, entrepreneurship, and venture innovation. He's a monthly contributor to CustomerThink, where he shares his insights and strategies for improving customer experience and business outcomes.
Dave's got a passion for understanding human behavior, and he's got the skills to translate theories and observations into accessible, real-world analyses and solutions. That's why he's a highly sought-after leader and mentor in the industry.
Thank you for reading this week.
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