Let’s say you buy into the idea that there are enormous opportunities for companies that create truly immersive experiences. You’ve seen that companies that engage with their customers in an omni-channel way experience increased customer retention, increased revenue, and lower cost per customer. But where do you begin?
You start with people—understanding who your audience is, what they need, and in what context they need it. Then you build on that understanding to design emotionally engaging and relevant experiences. After that, you deliver those experiences seamlessly across channels, with each interaction optimized to take full advantage of the context and device. Finally, you work to make the experience social, engaging, and fun.
Let’s look at each element.
- 1Design. To design truly great experiences, you must understand the needs and motivations of your audience. If you don’t have this understanding before you begin thinking about features and functions, you risk becoming a solution in search of a problem. Having a deep understanding of what drives your audience allows you to design experiences that are compelling, visually engaging, and have real business value. Having a design team who understands how to execute high-quality audience research and how to translate that audience understanding into compelling and intuitive designs is essential for success.
- 2Deliver. An experience is only as good as the engine that powers it. You need a team that understands how to take an absorbing experience and deliver it seamlessly across channels using the latest innovations that mobile and responsive development have to offer. This ensures not just a great personalized experience optimized to the device, but also ease of implementation and maintenance.
- 3Engage. If you achieve items 1 and 2, you’ve created a good user experience, putting you a step ahead of many companies. But to make the experience truly immersive, you must tap in to people’s natural tendencies to be social and competitive by creating opportunities for social interactions around your brand. Delivering meaningful incentives and a sense of purpose around this social engagement drives behavior, loyalty, and advocacy. For example, you could tap into people’s desire to be rewarded by creating a point system that compensates someone for safe driving. They can share their scores with their friends and compete to see who can be the best driver.
Many companies are taking advantage of the unique power of digital channels, including those in industries that might surprise you. We’ll be talking about their journeys in our upcoming posts.
Post Date: 01/09/2015