Use of digital channels is expected to drop. People are looking to head back to the stores. At least for industries such as grocery and retail once the pandemic ends. So is digitization still a competitive advantage? Or will it become a joke like Y2K?
Given these findings, what does it mean for the one-person enterprise?
Given our exposure to the best-in-class digital experience, we have become less tolerant and more critical of the digital experiences offered by companies. The less than ideal shopping experience digitally compared to in-person for some industries is another contributory factor.
Learning from why people will continue or increase usage of digital channels can help the one-person enterprise leverage digitization.
Enhancing user experience
Steve Krug, author of Don’t Make Me Think, argues that a good digital experience allows users to “accomplish their intended tasks as easily and directly as possible.” Considering the first edition was published in 2000, the same principle still applies to this day. That’s because fundamentally, we are wired to choose the path of least resistance.
The top three areas for improvement in user experience include:
- Making it easier and friendlier for your audience
- Having a solution that is intuitive and easy to understand
- Providing sufficient information about your offerings
The last one can be challenging because sufficiency can be subjective. This is where interacting with a human can help.
Interacting with a human
24 percent of consumers surveyed cited “favor talking with a human” as the main reason for not switching to digital. This is especially so for insurance, travel, and utilities industries.
“63% of customers will leave a company after just one poor experience, and almost two-thirds will no longer wait more than 2 minutes for assistance.”Forrester Opportunity Snapshot
According to Forrester, the use of personalized chatbots can lead to more satisfied customers, increased customer engagement, and more loyal customers. Doing so will greatly enhance the user experience, a concept known as
Investing in phygital
Creating a phygital experience is particularly helpful for high-ticket items. While it may not be scalable, especially for a one-person enterprise, it would dramatically create higher user satisfaction.
Before you ask if I walk-the-talk, you would like to know that I have made it possible and easy for you to email and talk directly to me. Not some agents or personal assistants.
Also, I would like to chat about your reinventing journey. This isn’t one of those sales calls in disguise. My sole purpose is to understand the challenges you might have and perhaps I might be able to help you.
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