We’re excited to welcome Richard Horowitz, Vice President of Digital Marketing at Credit One Bank as a guest author on our blog. In this post, Richard shares his thoughts how organizations can maintain customer trust by creating a smooth digital customer experience with minimal errors.
Speed and Agility are of the Essence
Patience is a virtue, but sometimes we expect inhuman levels of virtue from our customers. If your clients are having trouble interacting with your website or mobile app, can you really ask them to be patient while you track down the problem and discover a solution? A delayed resolution can impact their ability to submit an application, make a payment or adjust their account settings, or take advantage of other important account features. Even more so, struggles with the digital experience can leave users feeling uneasy about security, and ultimately lead to a strain in brand loyalty.
When errors are interfering with your clients’ ability to complete actions, you need to be able to act quickly in order to identify the error and implement a fix. That means you need to be receiving data in real-time. With a combination of real-time digital journey mapping, CX orchestration, and session replay tools, you can do just that.
Follow the Customer Journey
Often, when trying to identify errors, it’s not enough to just know where the user is encountering the issue. Instead, you have to know what steps they took to get there. Real-time session replay will allow you to follow the user through your website or app, and identify where the trouble started. By collecting both client-side and server-side data, you can determine whether the issue was caused by a failing API call, or by a simple UX glitch.
The faster you can determine what is causing the error, the faster you can either implement a fix, or adjust the UX to provide the information or experience needed to guide the user on what actions to take in order to solve the problem on their end.
When it comes to technical errors, session replay can make them easy to identify with less need for deep technical knowledge. This allows customer support to identify a problem more easily, and report it to your network or development team for a solution.
If it’s a matter of user error, digital customer journey mapping can often help. Sometimes, users are simply getting lost or confused on their journey or are not provided the right information or features. By choosing a tool that can zoom between macro and micro views of the journey in no time, you can both identify the general trends in the paths and actions users take on your website or mobile app.
Using CX orchestration, you can then design more efficient and elegant marketing efforts and website flows in order to help each user find their way to the resolution they’re seeking on your website or app.
Balancing Speed and Accuracy
The only thing worse than not having a solution to an issue a user is experiencing is offering the wrong solution. As soon as you suggest a fix that doesn’t actually address the issue, you begin to lose your customer’s trust.
It is important to be sure that you are using tools which display the data in a clear and easy to understand manner, and that your support team is trained to understand what they are seeing. This is why tools which present data in a visual manner are preferable, as it’s usually easier to understand than a tool which spits back a code error or other technical jargon.
When everyone at your company is empowered and equipped to address issues with the website and app as they arise, you’ll be well-positioned to maintain customer trust and deliver great CX. Identifying and solving problems quickly, accurately, and efficiently is key to remaining an industry leader in customer satisfaction.
It’s rare to find one solution that does everything that you need. In order to record sessions, create digital maps, perform A/B testing, and create the perfectly orchestrated UX, you’ll likely need an entire suite of SaaS tools from different providers. As such, compatibility and ease of integration become primary concerns.
Fortunately, many solutions on the market recognize the importance of being able to interface with other tools for customer experience and data analytics.
Begin with considering what tools you already use. For instance, if your organization is already using Adobe Analytics or Google Analytics, you’re unlikely to abandon it in favor of a new solution. Instead, when looking to expand your toolbox, look for providers who offer seamless web analytics, Voice of the Customer, A/B testing integrations and more.
When you’re able to synergize the capabilities of multiple software tools, each precision engineered to solve a specific problem, you’ll find that it’s easier than ever to identify and solve issues and create the most streamlined and customized customer experience possible.
Special Considerations for the Financial Services Industry
Of course it’s not enough to simply choose a tool that can record and display user journeys. A solution must be found that is compliant with the regulations surrounding data. Look for a tool with configurable masking tools, which can control who sees what information, based on permission levels. This is simply the best way to protect users’ confidential personal and financial information while still allowing support and IT to review the technical details of their user journey.
Our customers trust us with their financial data. We owe it to them to create the smoothest customer experience possible, and to offer speedy resolution to any issues they encounter on our site and app. Creating a better and struggle-free digital experience demands the ability to identify, resolve, and remove all friction points. While speed and agility are essential to the process, it’s important to remember that there is no greater asset than customer trust, and thus no better investment than in tools which help maintain that relationship.