From expectations to experience: Putting the customer first
In a world driven by digital, organizations across industries simply can’t afford to be left behind. To stay competitive, brands need to elevate the human experience. Join our sessions at Adobe Summit to see how we’re helping clients unleash experience management to create more meaningful connections, foster loyalty and, ultimately, drive growth.
The world today is radically different than it was a year ago. The ways we live, work, and play have drastically changed, and continue to evolve, mixing physical and digital in entirely new ways. With these changes, consumer expectations are also evolving—and in fact driving—the standards of experience, rather than brands setting their own bar.
Across industries, as brands attempt to keep pace with these evolving expectations, many are finding capability gaps. These gaps, in channel understanding and attribution, audience modeling, talent, technology, data, and more, are getting in the way of new growth. Taking control of your customer experience can help.
Building trust through technology
The COVID-19 pandemic has caused consumers to take charge of their health more than ever, with retail-like expectations for telehealth medical appointments, proactive communications, and 24/7 care. But their biggest expectation? Trust. The essential bond that underpins the relationships people have with their health care providers.
During the pandemic, 28 percent of patients changed providers after receiving a poor digital health experience—a 40 percent increase from 2019, attributed to increased use of digital technologies. Of those surveyed, 53 percent said they would switch providers if they could use touchless patient registration and intake tools.
With more and more interactions (and personal data) moving online at breakneck speed it’s more important than ever for life science and health care (LSHC) companies to elevate the human experience.
But telehealth is just one form of digital engagement. From personalizing compelling content in the channels that patients and HCPs prefer to enabling intelligent, synchronized operations, experience management that leverages the latest technology platforms to automate, assemble, and activate relevant experiences can help LSHC companies build measurable trust through improved digital experiences.
Winning the streaming war
With newcomers entering the market every day, media and entertainment (M&E) companies face stiff competition for customer loyalty. Interactive gaming, countless subscription offerings, curated live entertainment…it’s no surprise that Deloitte’s own research shows that 40 percent of Millennials feel “overwhelmed” by their number of subscription services, with 43 percent intending to reduce them. That news doesn’t bode well for brands. But for forward-thinking experience businesses, it also presents great opportunity.
To remain relevant against this onslaught of disruption, M&E companies should reimagine the way they build, organize, and operate the customer experience—including examination of the technical, data, and organizational challenges that stand in the way.
From being able to identify the moments that matter in people’s lives to personally curating the content that they’re most likely to engage with in those moments, experience management can help brands own their data, decisioning, delivery, and ultimately the customer journey—to drive connection, loyalty, and growth.
Putting citizens first
People aren’t just customers, they’re citizens, and their changing expectations also apply to the interactions they have with the DMV, city utilities, or the public school system. They expect to have access to services across digital channels and demand secure, transparent handling of their sensitive data. Now, more than ever, there is vast opportunity in government and public sector services to elevate the human experience to meet citizen expectations. And it begins with owning the digital mission—to deliver modern, efficient, and engaging digital experiences.
Design thinking and digital tools can come together to improve government interactions, including automated experiences, life event awareness, accessibility programs, and omnichannel service delivery that provides a unified experience no matter where or when the citizen needs it.
Experience management can help local, state, and federal agencies understand how people prefer to engage, build citizen trust, empower citizens and employees, and inform future digital investments. But it can also help you scale service delivery as needed, efficiently utilizing data to anticipate citizen needs, create a more seamless journey, and provide added value back to constituents.
Making high tech more human
96 percent of 3,000 C-suite executives have struggled to design and launch anything resembling human-centered experiences, yet said that they believe elevating the human experience should be a top priority. Clearly, tech organizations know the importance of leading the CX charge. But when it comes to B2B interactions, many are still missing the mark. And disruptors are taking advantage.
New competitors are causing disruption almost daily, with agile, focused customer experiences that are setting the bar higher than ever for one of the fastest-growing sectors in the market. Challenged by complex data systems, countless data sources, and legacy data silos, it’s no wonder that technology companies are struggling to piece together winning experiences.
Competing in a customer-centric market means being data-centric. Particularly post-COVID, when B2B companies can’t meet face-to-face with clients. Experience management can help tech companies unlock the value buried deep within their data, enabling optimized solutions and “as a service” models, creating dynamic personalization, and anticipating customer needs across each step of the journey.
Unleashing Experience Management
Across industries, Deloitte Digital and Adobe help clients take back control of their data and deliver the deeply personalized customer experiences that can help drive connection, loyalty and, ultimately, growth. In fact, Deloitte Digital was just named the 2021 Adobe Experience Partner of the Year – International for our work helping clients optimize and deliver human experiences at scale.
Want to learn more about our methods? Check out our Experience Management industry reports and research and watch the replay of our session at Adobe Summit—The Digital Experience Conference, April 27–29, 2021!