This week in our office, we have expressed our frustration with digitization. Why? It stemmed from a conversation with a member of our team who hired a car from a high end, glossy site. However, upon collection, further information was required. Carbon copy forms, stamping documents and photocopying called for a much lengthier experience than anticipated and it left us thinking “Was that really necessary?”
At Opencast, we recognize that we are living in a smart, forward thinking world. However, there are still reoccurring issues with UX design for big organizations that irk us. When it comes to a customer journey, it shouldn’t just be front end digitization that people are presented with, but rather the whole experience.
Effective and consistent changes to interfaces can really shape a customer journey, enabling a speedier process, saving businesses and people time and money. After all, there is nothing more frustrating than filling out a simple online form and then having to fill out yet more information upon completing a purchase.
Businesses that work with an imaginative team of UX Designers and Researchers can really help create effective solutions across a whole company. For example, according to HM Revenue & Customs “Our customers will be able to interact with HMRC digitally and at any time that suits them. They already have access to a digital account which will present them with an increasingly personalised picture of their tax affairs, along with prompts, advice, and support through webchat and secure messaging. And digital record keeping software will be linked directly to HMRC systems, allowing customers to send and receive information directly from their software.”
Although, if companies do successfully create solutions end to end, they must always monitor customer feedback so that they can constantly evolve as a business into a digital world. After all, these systems are built and put in to place to serve a customer’s needs.
Because businesses are now catering to a much younger, digitally reliable audience, it is now incredibly important that they adhere and fully embrace this transformation because this profile of people now fully expect to handle transactions online without any issues at all. Unfortunately, businesses that fail to follow this consumer shift can expect to lose out. Cisco has predicted that “as many as 40 percent of fortune 500 businesses will not survive this massive transition over coming years. And as these big companies fall away, nimble tech-savvy start-ups will take their place.”
So, to move forward and to avoid any possible issues, companies must always think about the end to end customer experience and strive to constantly keep their internal organizational bureaucracy away from their customers.
When these principles are implemented, you can always expect to have much better accuracy and efficiency in a business with increased customer loyalty and retention. After all, no-one likes form filling.
If you have had any gripes with digitization we would love to know. We would also love to hear from any companies that have benefited from maintaining and updating their end to end digital journey.