The market environment, consumer needs and behaviors have changed dramatically. Technology, especially the development of the Internet, is transforming the traditional linear customer journey into a non-linear and diversified complex journey, and the number of touchpoints and content between brands and consumers is rapidly multiplying. Consumers are no longer satisfied with the product itself, and are beginning to seek more interaction and resonance with the brand on an emotional level. Customer experience becomes the new engine of business growth.
According to the "China Customer Experience Index Report" jointly developed by Merkle and Digital 100, it shows83.7% of consumers are willing to pay a premium for a great experience。In today's era where the consumer is king, meeting customer needs and improving customer satisfaction is the key to business success. Innovative experiences improve customer satisfaction by delighting consumers when using a product or service. Satisfied customers are more likely to become loyal fans, generating consistent revenue for the business**.
*: Merkle & Digital 100 China Customer Experience Index Report
Nowadays, experiences are everywhere. Now many companies have begun to talk about product experience, terminal experience, marketing experience, etc., and in the past, the product was only a medium for a brand to communicate with consumers, the terminal was only a channel for the brand to sell products, and marketing was only a means to assist the brand to sell products, but these began to be combined with the experience, so that consumers have a better subjective feeling. 90.2% of consumers say that their experience and feelings during marketing, shopping and service will affect their product purchase decisions.
*: Merkle & Digital 100 China Customer Experience Index Report
However, in the daily understanding of consumer needs, enterprises will always encounter problems such as traditional questionnaire surveys that are too mediocre and have poor experience, including spending a lot of money on social media data crawling, and the representative coverage of the captured reviews is insufficient and one-sided. ThereforeDigital 100, a new AI experience operation management platformThrough the closed-loop management of proactive, all-weather, and scenario-based voice of customer collection, analysis, and action, it helps retail enterprises comprehensively improve their experience performance in brand marketing, product innovation, terminal management, and membership operation, thereby driving new growth.
Case 1:
Taking a leading fruit chain brand as an example, the headquarters-level NPS has the shortcomings of low assessment frequency and small regional sample size, which makes it difficult to give rapid feedback on the experience status and improvement of the competitive incentive area. Through periodic strategic NPS, we will review and benchmark, continue to track the effect, accurately locate competitive problems and shortcomings, and find opportunities to increase market share. The formation of headquarters NPS to guide the company's long-term planning in terms of products, services and marketing;Regional NPS provides guidance for companies to formulate localization strategies and optimize the overall experience.
Case 2:
Taking a leading dairy company as an example, its pain point is that the GMV of the mini program e-commerce is not ideal, and the recommended products and coupons of thousands of people do not allow every logged in user to get the best experience. Enterprises hope to achieve more accurate push to customers in need, and the accumulation of CRM or CDP tags cannot help enterprises complete the judgment of precision marketing.
Therefore, through the combination of daily interaction + scenario-based research and in-depth insight, Digital 100 completes the member tag data and provides basic data for the operation and marketing of thousands of people.
For more information, please visit wwwdata100.com