The creation of a differentiating digital customer experience begins with a compelling vision, of how digital channels now and in the future can work together to attract, delight and retain your best customers. Reactive will co-design this future vision with our clients, resulting in either a Future Vision document that can be used to get buy-in from your company management and Board, or in a fully developed Digital Experience Strategy.
The Digital Experience Strategy will be based on solid customer research and insights, and will clearly describe what needs to be done to provide exceptional experiences for your customers, and how these will be delivered as a program of work or individual projects. Often these will be documented in the form of 'Experience Maps', a visual representation of the customer journey, which helps ensure all future initiatives are truly customer-centric.
We have set the future vision and digital strategy for clients such as Metricon, Nissan Australia, BHP Billiton, RMIT and YMCA Victoria.
At Reactive, we are focused on delivery of customer experiences through digital channels. However, these will always be considered in the context of a wider customer experience, including offline touchpoints such as call centres or retail stores. In cases where a client wishes to design the entire customer experience, we partner with Service Design specialists, who bring a wealth of experience in the research of and design of services in offline channels.
Visit our blog for more of our thoughts on digital strategy, or contact us in any of our offices. You may also be interested in Perspectives, our annual publication of digital trends.
The effectiveness of your digital touchpoints can be measured individually, but greater insights can be had from analysing the data across all channels collectively, offline and online.
Reactive will have identified performance indicators as part of the digital strategy, and can provide regular analytic reports against these, but more importantly also provide recommendations based on the insights we gain from the data - identifying trends that can influence your entire business. For example, Nissan use data from the ‘Build Your Own vehicle’ Web site functionality to influence their accessory inventory.
This measurement also allows the continual optimisation of digital channels, using techniques such as A/B and multivariate testing to adapt the experience and increase their effectiveness over time.
Visit our blog for more of our thoughts on digital strategy, or contact us in any of our International offices. You may also be interested in Perspectives, our annual publication of digital trends.
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