Digital Transformation In 2024: Three Tips To Get To Just One Click

By June 17, 2024 blog No Comments

The big question for baby boomers and Gen Xers once was, “How many licks does it take to get to the center of a Tootsie Pop?” Today, for Gen Z, the big question is, “How many clicks does it take to get to … anything?”

Humankind’s first digitally native generation only knows life with everything just a few clicks away. In fact, it would take them just one click to discover it takes approximately 364 licks to get to the center of a Tootsie Pop.

Gen Z will make up over a quarter (27%) of the global workforce by 2025. Combined with Gen Y (millennials), their digital pioneer predecessors, they’ll comprise 58% of the workforce by 2030. Both groups are used to accessing life digitally and expect instantaneous experiences—digital and physical—and the seamless transition between them.

Shot of a group of programmers working together on a computer code at night

Shot of a group of programmers working together on a computer code at night

How can your business attract, interact with and retain members of Gens Y and Z as customers, employees or influencers with the intuitive, friction-free, one-click digital experiences they know and expect? Consider these three tips to meet your customers where they are with one click.

1. Take A Customer-First Approach

Tradition says the customer is always right, and in today’s digital world, the customer always comes first. Customer experience must reflect how customers want to interact with and be served by your brand, and the speed and convenience of digital self-serve is the growing preference for users, particularly Gen Z. A Simpu survey published on HubSpot indicates 60% of Gen Z said they prefer to solve their own problems using self-service options.

You must understand your customers and how they interact with your brand to develop their expected experiences. Search reveals customer insights and demonstrates digital behaviors, showing who is searching, how they’re searching and what they’re looking for. Consider upgrading search capabilities to include dynamic query results to reduce content gaps and no-result searches.

Product transparency is also key. When users are searching to buy products or solutions, information should be easily accessible through search or on a product page. Otherwise, it will require multiple clicks through multiple layers, which isn’t seamless. According to a recent Zendesk survey, 30% of Gen Z said not being able to find needed information online was the most frustrating aspect of bad customer service. Allowing filterable views and side-by-side product comparisons and even offering customers the option to configure their own products rather than speaking to a sales rep are must-haves for a customer-first digital experience.

The key is to ensure customers truly come first in your brands’ digital experience. Search for products on your site. Is product information transparent? How many clicks and layers does it take to get the information needed? Could you easily help yourself? Answering these questions will help uncover where you need to evolve to make it easy for anyone to interact with and purchase from your organization.

2. Keep It Simple

Business may be complex, but the digital experience must be simple and strive to remove barriers from customers’ purchase paths. For example, if there are a significant number of steps for a customer to take, from clicking “interest” and submitting forms to endless choices to potential sales call-backs and wait times for help, then unserved customers—and orders—are the likely result.

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Why make customers complete a form, click through multiple choices or wait for phone calls when it can be one click away from what they need? Improve the purchase journey and offer what customers prefer: one click, one page and one call-to-action like “Buy Now.”

Limiting excess choices streamlines a customer’s digital experience. For instance, if your organization sells through resellers or partners, match them with partners best suited to meet their needs rather than offering a full directory of partners who may not even sell the product(s) they want.

Steps your organization can take to simplify its digital experience include implementing new navigation, tagging, facets and search so customers can easily find what they are looking for faster. Since my organization added contextual and personalized digital support to our site, the content gap—missing, unfindable, old or no content—has significantly improved, removing friction for our customers.

3. Embrace A New Mindset

Shifting your mindset requires taking an honest look at your digital experience, answering if it delivers what customers want and recognizing customer preferences have evolved. B2B digital experiences are now expected to be as user-friendly as B2C ones.

B2B brands need to get comfortable with enabling customers to self-serve digitally, even when that might seem to conflict with traditional B2B lead capture and rep-led sales processes. Embracing digital self-service is not about replacing the value sales reps can bring to customer interactions; rather, it is about offering an omnichannel experience that enables customers to choose when, where and how they engage with your brand.

Enhancing product content is key to creating a more consumer-like experience. This includes displaying more images that allow customers to zoom into product details before they purchase (if they can’t see it, they’re likely not going to buy it). Product demos and videos are also key components to improve the experience, providing an engaging way for customers to interact with and learn about your products and brand.

This is second nature for B2B organizations with a consumer arm; it’s in their brand DNA. Set your digital standards against these brands instead of pure B2B players as part of a mind shift to progress your customers’ digital experience.

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Moving Forward

It’s not your father’s B2B anymore, and it’s time to catch up. Digital natives and pioneers have arrived in business, and digital leaders have a responsibility to deliver what they want: speed, ease and self-serve options to seamlessly find, select, configure and purchase products.

This is the year to get to the ideal one-click digital experience by putting customers first, keeping it simple and embracing a new mindset to guide your path to digital transformation.

In the context of the Industrial Revolution, applying technology to operating mechanisms in each organization is extremely necessary, and is also an inevitable trend to minimize workload while still ensuring efficiency and enhance its competitive position in the market. Furthermore, applying management software into a business will also help build an organization with a clear system, promoting consistency, transparency and accuracy. Tasken eOffice, researched and built by Opus Solution – a business consultant in Vietnam – is an internal work management system as well as the management of automated, online, user-friendly approval processes, allowing businesses to operate more effectively on the path of digital transformation.

Forbes

 

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