Customer experience has always been an ever-changing field, but few of us could have predicted the effects of the global pandemic. From the ways we work and learn to the ways we communicate and play, there have been countless changes in our everyday lives. These limitations have driven companies to find innovative ways to serve their customers. None of these innovations could perhaps be more surprising than the explosion of digital customer experience.
Customers either couldn’t or didn’t want to go inside to the places they normally would, making the digital landscape a crucial component of the customer experience. Just try and imagine what it would be like for a busy mom with a van full of kids trying to bring their pet dog to the vet—without any type of contactless or digital check-in! She’d have to either wrangle her kids and the dog into the waiting room, all while socially distancing, or leave her kids in the car while she checks in for the appointment and waits for the veterinarian to come out. Clearly, neither of these situations are ideal.
From restaurants and grocery stores to doctor and veterinarian offices, businesses have been able to adapt to these new, challenging circumstances. Some have even been able to thrive by creating a seamless experience for their customers.
But what exactly goes into crafting an amazing digital customer experience? In this blog article, we’ll share exactly how you can achieve that so you can deliver the ideal experience for your customers.
Why is digital customer experience important?
Even if the customer experience within the walls of your business is positive, that doesn’t matter if your customers aren’t walking through the door. In fact, if your digital experience is lackluster and it’s the only touchpoint that your customers have with your brand, it could be driving them to your competitors. Ideally, you want to create a consistent brand experience for your customers, no matter what type of interaction they have.
What are the different components of a digital experience?
Creating a digital experience requires more than putting together a functional website or signing up for an Instagram account. Although putting together a digital experience doesn’t have to be too complex, there are a couple of factors to consider.
First, you want to have a solid understanding of your customer’s needs. What do they need your business to deliver digitally? Is it streamlining as much of the customer journey as possible? For example, you can digitally set appointment times, receive signed consent forms electronically, and quickly access any medical records. The information you need will vary according to your business.
Secondly, you need to map out the service workflow once your customers are ready for your business. This involves knowing exactly what you need from your customers in order to complete a transaction, as well as how your employees need to prepare. If your business requires anything in-person, will they call or text to alert you of their arrival? Or will you have an app where they can digitally check-in? And then once customers have alerted you of their arrivals, who on your staff will service them? Will you have a dedicated team to serve your digital customers or have employees flex into various roles as needed? You should organize your team wisely, placing the team members with the highest-level skills where they’re most needed. Consider also leveraging your staff to do double-duty so your team is agile and nimble. Regardless of how you service your customers, businesses that put convenience for their customers first will be the ones able to provide top-notch customer experiences.
What are the advantages to providing a great digital experience?
Providing a digital option for your business doesn’t have to just be a temporary adaptation to today’s environment—it can be an opportunity to provide a truly superior customer experience that also increases your business efficiency. Here are just a few of the advantages you could unlock:
Streamlined operations with fast, touchless check-ins.
Limited face-to-face contact and physical paperwork.
Freed up telephone lines and staff time.
Stand apart from the competition.
Win and retain customers more easily.
The SnoutID Solution
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