Making Tech Work for Your Business in 2018
Written by Megan Moser | February 2018
Now that we’re back in the swing of things after the festive season, many are wondering what 2018 has in store for them — and their businesses. Below we outline some questions to consider about how your business can leverage technologies for growth this year.
1. Integrate voice search and chatbots as part of your SEO and CX strategy
The number of customers utilising voice search (e.g., Siri, Alexa) is predicted to nearly double by the end of 2018. Proactively considering voice queries, which are typically longer and more conversational than text queries, in your SEO strategy will ensure your content appears higher in search results when adoption increases.
As the need for on-demand information increases, three out of four Australians prefer chatbots for simple customer service tasks. In conjunction with traditional channels, chatbots provide customers with more choice and allow your business to enable its customer service teams to spend time on more complex queries.
Q. Have you updated your business’ SEO strategy since the introduction of voice search? Can you utilise chatbots to serve specific consumers and subsequently, refocus your customer service team’s time on more technical queries?
2. Ask carefully considered questions to avoid overwhelming your customers
Everyone knows the potential for customer data to provide valuable insights, however, companies’ endless pursuit of feedback is beginning to wear on customers. Since overwhelming customers can result in disengagement, we must ask ourselves: Do we really need to ask all of these questions?
Since your customers are likely prompted for feedback by the majority of companies they interact with, it is crucial to introduce a strategy that clearly links data sources, insights, business outcomes, and benefits.
To avoid overwhelming customers, think carefully about which questions will lead to a relevant and personalised experience, and ensure that benefit is clearly articulated when asking for their opinion.
Using data your company already collects from transactions, web traffic, social media interactions, etc. can reduce reliance on customer feedback, increasing response rates when you do choose to survey.
Q. Do you have a data strategy in place? Has it recently been reviewed and realigned to meet your business’ objectives? Is there a more effective, and less intrusive, way for you to collect the same data?
3. Consider Mobile Commerce and Augmented Reality to enhance your customer experience
An increasing number of Australians prefer shopping online over in-store. With nearly 40% of e-commerce transactions made on mobile devices, it has become apparent that mobile (m) commerce is here to stay.
Furthermore, customers increasingly prefer shopping on native apps rather than mobile websites. Creating an app not only suits your customers, it also allows your business to notify customers of promotions, keeps awareness of your brand high, and reduces the risk of ‘cart abandonment’ by storing customer profiles.
Another technology to potentially consider for your business is augmented reality (AR). Following the uprise of Snapchat and Instagram Stories and the great phenomenon of Pokémon GO in 2016, the consumer world has embraced AR.
A number of brands including L’Oréal and Pottery Barn have since incorporated AR experiences to digitally show customers how products will look on them or in their house.
Q. Should an app be a part of your next growth strategy? Read on here.
Could augmented reality enhance your customer experience or help you stand out from competitors?
4. Treat your Digital Marketing as part of your overall Marketing Strategy, not as a standalone
The prevalence of digital marketing is increasing, and the days of a stand-alone digital marketing strategy are coming to an end. Separating digital from the traditional channels typically featured in a marketing strategy can create a lack of cohesion and inconsistent messaging, causing confusion or distrust amongst customers.
Customers expect a fluid omni-channel experience — the ability to access your brand on their terms anywhere, anytime, anyhow. Enabling seamless transition between the physical store, website, mobile app, catalogue, and social media is now the norm.
Q. Is your channel strategy reflecting this? Are your digital marketing efforts consistent with your traditional marketing?
If used correctly, each of these technologies can decrease the friction and cost of doing business, ultimately helping your organisation grow.
If you would like to discuss how Growth Solutions Group delivers growth outcomes and potential impact on your business, please contact us at firstname.lastname@example.org or on 03 9670 4700.