When deciding to invest in a digital commerce platform, you have to take your future business growth into consideration rather than focusing solely on the technology to fill your current feature gaps. If you base your decision 100% on technology, how will this affect business goals, such as increasing revenue, reducing service costs, or improving the customer experience?
In part 2, we discussed the importance of identifying your business goals and objectives. Once this is established, you need to make sure you understand your customers, their specific needs, and evaluate their current user experience.
Step 3 – Define the customer and current customer experience
Who are your customers?
Knowing your customers and understanding their journey are critically important to digital commerce, especially if your goals are focused on improving the customer experience with a new platform.
Assessing the customer experience is a key component of the business case. Make sure the assessment answers the following:
- What about the current experience works for your customers?
- What’s missing, and what could you improve upon?
- How mature are the systems you use to deliver customer experiences?
- How do your experiences compare to your competitors’?
- What kind of experience do you want to provide in the future?
Delivering an engaging customer experience is essential to short- and long-term financial growth. Engaged consumers spend more, buy more frequently, pay price premiums, are more loyal, advocate for your brand, and are even associated with operating efficiencies.
While the math is easy to understand, the path to getting there can be challenging. Consider the following path to customer experience transformation. This will help you with creating the right customer experience with the right incentives and measurements while also considering technology’s role to support it.
Learn more about preparing a business case – and the necessary elements to include – when choosing a commerce platform. Download our latest guide – Best Practices for Choosing a Commerce Platform, Part 1.