8November 2017Customer ExpectationsWhen Apple released the first iPhone in 2007 followed closely by Google's Android phone in 2008, the digital landscape began to change. As adoption of the new smartphones increased, customers became increasingly dependent upon their new handheld devices. Users now expect to be able to leverage this technology to conduct business.The era of single or dual-channel customer engagement has long since passed. Companies cannot hope to compete in the digital marketplace with web sites and call centers alone. Customers expect a rich experience using their preferred technology. Companies that understand this demand and focus on delivering rich solutions in this digital marketplace will remain relevant and competitive.An omni-channel digital experience strategy is essential to compete in the digital marketplace. Companies that recognize how their customers want to interact with them and can deliver relevant solutions which will have higher customer retention.While call centers, mail, e-mail, social media, etc. play a vital role in servicing our customers, this paper will focus on two key digital aspects of an omni-channel strategy: web sites and mobile apps.Understanding How Our Customers Want to Interact with UsConsumers have many options today. They can pick up a phone, send a fax, letter or email, visit a web site, use a mobile phone, tablet or smart watch. Smart companies will use tools like analytics and surveys to better understand their customers.· Step 1 is understanding who the customers are. Different age groups may choose to interact with businesses using different channels. Younger users are very open to the idea of using mobile apps for this level of interaction.· Step 2 is defining which channels will satisfy most customers.· Step 3 is building those channels using a customer-first perspective. Web ChannelsMost companies start with their web sites, since that is a familiar landscape. The web is a mature technology, and most companies have access to experienced web developers. Modernizing a web site to meet the demands of the digital customer involves many tasks including:· Ensure that the sites can be consumed on the devices owned by your customers (i.e. responsive / adaptive design).· Focus on the user experience (i.e. usability, performance, compatibility) and make the necessary design changes to meet customer expectations.· Focus on security. Companies must establish security Digital ExperienceBy Randy Robinson, VP of IT, Customer Solution, Unum [NYSE:UNM]IN MY OPINIONRandy Robinson
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