Rasheed Kemy, @_rxshxxd, Unsplash.com
Since 2020, every organization has faced the challenge of digitizing the customer journey. From e-commerce to buy online and collect in store (BOPIS) to curbside delivery to now pay after purchase (BNPL) to micro-delivery and everything in between, digital transformation is no longer a competitive advantage, but a necessity The basics of business are just to compete with others. But as digital-first buying behavior becomes the new normal, customers quickly realize that “digital” by itself is not a magic wand for delivering a universally efficient customer experience.
While numbers extrapolate to all screens, the reality is that customers shopping on mobile phones and tablets interact with their devices differently than they do with PCs and laptops. The very nature of Apple iOS and Android is designed to optimize for small screens, gestures, and voice commands. Mobile CX (and UX) is now an area of digital differentiation and is critical to delivering an intuitive and enjoyable experience.
In the more advanced brands I work with, designing mobile-first and mobile-only customer journeys is now a priority.In my years with Google and now at Salesforce, I’ve reiterated that micro momentmobile customer journey design, and newly introduced concepts Ignite momentto help marketing and CX professionals design end-to-end mobile journeys for their mobile customers.
My dear friend, colleague, WSJ bestselling author and keynote speaker Karen eats Recently published an article exploring the importance of mobile CX and UX Brand Strategy Insider.
I want to share with you here…
Build brand strength through micro-moments
How do you connect and engage with customers in a world of distractions? “Break the journey down into small pieces,” said Brian Solis, VP of Global Innovation Evangelist at Salesforce. “Identify micro-moments in your own way.”
Micro-moments focus on intent, not demographics, which, as Solis points out, can be deceiving. And it’s not always predictive.
For example, consider two men born in England in 1948. They were both wealthy, married a second time, and each had two children. They like to spend their winter holidays in the Alps. Both men love dogs.
One of them is Prince Charles, heir to the British throne. The other is Ozzy Osborn.
Demographics can be a bit like a crazy train. That’s why micro-moments are more important: because they point to future intent, not past history, in the context that matters most – the customer journey.
Think sentences instead of paragraphs. 16 second video instead of 5 minute video. “You’re actually delivering the message to people in a way that they need to see,” Solis explained, “and inviting them to the next step.”
Personal communication apps like Instagram, Snapchat, and TikTok rely on persuasive micro-moment designs. While I’m not suggesting that we use TikTok to market ERP systems or explain industrial logistics, there are opportunities to refine using AI tools. Because AI can actually help you cancel out the noise.
“By employing persuasive design techniques for UX (user experience) and UI (user interface), we created what I call HX, which is a design for human experience.”
Solis is describing his vision for the future: people-centred experience Designed to exist outside of bias, but in a technologically advanced data engine. “I’m talking about incorporating the better parts of these design intents and bringing people into the moment” rather than throwing the moment to the masses Distractions that compete for everyone’s attention.
“We have to expect this mentality now (how we speak, how we communicate, How we design touchpoints) is designed for micro-moments. Usable capacity is to keep customers engaged for a moment and then move on. “
Because just like you can distract your customers, you can pull them away from distractions. The idea is that you are leading them back to what is in their best interest.
In an interview with HomeAway senior vice president David Baekholm, Solis found some eye-opening statistics. The company refines the customer journey, uncovering multiple tiny moments where they can create new levels of engagement and drive new levels of influence. Final Results? Increased lead conversion rate by 200% in just 12 days.
Fast results. Powerful acceleration. This is a customer-centric business, and the driver is human-centred design. With a special focus on the challenges and vortices in the customer journey, where do you see problems? How can you repurpose your technology tools, such as machine learning and artificial intelligence, to identify these micro-moments and develop new ways of engaging?
Now, this innovation is within your grasp.
“The challenge is not the technology,” Solis said prophetically. “That’s human nature.”
Next step: connect #micromoments and #ignitetime And designed for extraordinary engagement!
