Digitalog: Not only data is the new gold

The World Chats, Should You Too?

In our impatient times, the majority of consumers expect the ability to get an immediate answer to their questions. A chat system (e.g., Intercom) is very helpful in this regard, as it gives the customer a good 'service feeling.' However, the chat should not be too intrusive and should not appear everywhere all the time, but rather be offered as a contact option at specific (meaningful!) points. An online chat is a very low-barrier tool, so it is recommended to only offer it as a channel when there is a specific need. Otherwise, there's a risk of spending a significant portion of the day answering questions. Additionally, the overall hybrid process behind it needs to be well-structured: Who responds when and, most importantly, how? When are predefined response templates used, and when are individual reactions necessary?

User-Centered Product Advisors and Configurators

Many product websites feature extensive product displays with filtering functions. However, these are often still structured according to the 'belly-basket' principle, based on the company's internal perspective. User-centered product advisors, which map the product range according to the customer's needs and offer the appropriate product or product mix, not only lead to a better experience but also result in a much higher conversion rate. For more complex combinations (e.g., our eCommerce software configurator from Scansor) with multidimensional dependencies, it often depends on using the right business logic to create a smart purchasing experience.

The Digital Assistance through Online Appointment Booking

Especially in the context of complex and explanation-demanding products, in addition to a configurator, an online booking system for consultation appointments (e.g., Shore) is a popular tool. It offers an efficient and service-oriented way to manage appointments around the clock without much communication effort, and with meaningful statistics – both on the company website and through social media channels.

Certification through an Online Academy

Not only the features of complex products but also brand and product values are more effectively communicated to your employees, dealers, and ultimately to the end customer with an online training center. Online academies (e.g., Corp Academy) are increasingly being used for onboarding or continuing education training. A centrally managed communication plan, certificates, and supplementary statistics make this type of training an interesting tool for marketing, sales, and product management.

Storytelling through Interactive Online Sales Presentations

A sales presentation enhanced with storytelling enables emotional involvement, quick and independent access to information, as well as tracking capabilities. Interactive sales presentations can represent a didactically crafted conversation guide that adapts to the target audience and use case, presenting the most relevant content in an agile way. For example, the provider Prezi offers interesting possibilities for linking speakers and storytelling content in video presentations.

Customers? Fans!

Our goal today is not to focus on physical customers, but on the long-term acquisition of digital fans. A good, personalized customer service app supports the purchasing process and fosters a partnership after the purchase, significantly extending the customer journey. This is further enhanced by the perceived 24/7 availability of customer service, with communication features that eliminate media breaks, as well as customized push notifications in the form of messages, offers, vouchers, or snackable content. The customer saves time by avoiding searching for contact information, making phone calls, or getting stuck in hold queues and dead ends. By doing so, you give them their most valuable resource today: their time! Additionally, you gain access to expanded information about the customer by having the app installed on their device. It is also possible to integrate self-service approaches, which can help avoid unnecessary contacts. Customer feedback and surveys are also easily and permanently integrable, allowing you to capture real-time product feedback and respond accordingly.

Data is the new gold?

Thanks to the use of social media, ERP, and CRM systems, the amount of available data in B2B sales has exploded. Allegedly, around 90% of all global data has been generated in the past two years! No wonder that Big Data, Data-Driven Design, or Predictive Analytics are no longer foreign terms for many SMEs in both the B2B and B2C sectors. However, this requires the appropriate CRM data foundation as well as the integration of data across marketing, sales, and customer service. These data can then be used to drive actions, provide personalized content and ads on the website, and enable email marketing automation. Many of you are likely familiar with tools like HubSpot or Pipedrive for these purposes.

Not even with the availability of an almost endless number of tools for examining, analyzing, and processing data. Collecting and analyzing data is one thing, but creating value for the customer from it is another. It is only when this value is realized through the alignment and use of various software tools, along with personal contact in an individually tailored process, that customers truly become fans, and data turns into gold!