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MEDALLIA EXPERIENCE 21: 5 DIGITAL EXPERIENCE LESSONS THAT CAN’T BE IGNORED


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MEDALLIA EXPERIENCE 21: 5 DIGITAL EXPERIENCE LESSONS THAT CAN’T BE IGNORED

Jun 01, 2021
Digital Experience
Jun 01, 2021
Digital Experience

By Liam Burns


At Medallia Experience 21, digital experience lessons were in the spotlight
after a year where seemingly every interaction shifted online.

Digital experience lessons from the past year were front and center at Medallia
Experience 21. With the majority of customers and brands interacting online,
many of Experience 21’s speakers paid particularly close attention to the
pivotal lessons that came out of those digital experiences. From shifting
in-person operations online in a pinch, to transforming existing digital
experiences amid rising customer expectations, to combining digital and physical
experiences to meet customers where they want, brands learned more than ever
about engaging customers online. 

And now that 75% of customers who report using digital channels for the first
time say they plan to keep doing so even after things return to “normal,” it’s
clear the rise of digital experiences will shape customer engagements for years
to come. And, those organizations that really hone in on understanding the
digital experience they provide to customers will be able to successfully
deliver an end-to-end experience that drives results.

In case you missed the live event, couldn’t attend every virtual session, or
want to catch up on all things digital, this blog covers essential digital
experience lessons highlighted at Medallia Experience 21.




#1 FIND INSPIRATION FROM OTHER INDUSTRIES

A simple yet often overlooked way to transform digital experiences comes by
looking to leaders outside of your own industry. As spotlighted by Medallia’s
industry experts Toni Land and Rich Schwartz, healthcare and life sciences
organizations did just that as they faced an unprecedented public health crisis
spurred by COVID-19. 

With public safety and social distancing precautions creating new barriers
around accessibility, hospitals, clinics, and pharmacies had no choice but to
adopt a digital-first mindset about patient experience. Inspired by omnichannel
initiatives across forward-thinking industries like retail, hospitality, and
food service, healthcare and life sciences reimagined their services online.

 * Hospitals doubled down on websites, apps, and SMS messaging to schedule
   appointments, manage in-person patient queues, and update patients on
   services.
 * Clinics relied on telehealth video and phone calls along with SMS messaging
   to provide specialized and private patient care in a safe virtual setting. 
 * Pharmacies leaned on IoT capabilities and SMS messaging for curbside and
   delivery methods to create contactless medication pickups. 

With a bit of inspiration, the healthcare and life sciences industries
heroically transformed patient care through seamless digital experiences, all
while adapting to the pressures of the pandemic. 


#2 INVEST IN PERFECTING ‘PHYGITAL’ EXPERIENCES

It’s time to stop thinking about physical and digital experiences in black and
white. They’ve become completely intertwined as “phygital” experiences. And with
over a year’s worth of social distancing and public health guidelines placing
the utmost importance on limited face-to-face interactions, phygital experiences
have become standard. 

Mastering phygital experiences requires brands to reimagine how they engage and
transact with customers via website, app, SMS, IoT, and more. In his session
around phygital experiences and omnichannel engagement, Cory Voglesonger, CTO,
Aaron’s (a national rent-to-own furniture retailer) emphasizes you must “engage
in the channel customers want to engage with you.” That’s why Aaron’s
streamlined in-person shopping by shifting furniture catalogs and leasing
applications online. Customers could select and apply for a new couch or table
set online to limit in-store traffic during the pandemic. 

Other instances of phygital experiences include curbside pick-up and delivery,
which are now commonplace in industries like retail, food service, life
sciences, automotive, and more. And phygital experiences are here to stay as 89%
of customers say they’ll continue using curbside or delivery post-pandemic.


#3 START MEASURING UNSOLICITED DIGITAL FEEDBACK

Are you capturing feedback from every customer or just those who engage? Truth
is, not everyone who visits your website or app engages directly by providing
feedback. Addressing this reality in his opening keynote, Medallia CEO Leslie
Stretch highlights that all too often “we take actions for the majority based on
the views of the vocal minority. We accept that the majority is silent, when in
reality we’re just not listening.” And, he said that means we’re not truly
understanding our customers’ digital footprint. The time has come for brands to
start measuring unsolicited digital feedback if they want to improve every
digital experience.

As websites and apps continue to act as virtual storefronts for nearly every
brand, turning to digital experience analytics to capture that unsolicited
feedback is all-but mandatory. Built to measure, quantify, and investigate every
single web and app experience, digital experience analytics have become the
complement to traditional voice of customer tools. With clear-cut metrics around
experience quality, insights around patterns of frustration and engagement,
along with a wide swath of tools to investigate, digital experience analytics
give the silent majority a voice around their experiences on websites and apps. 

Combining this unsolicited digital feedback with direct omnichannel feedback
provides you a clear view into experience. And in her product vision session,
Medallia’s EVP and Chief Product Officer Sarika Khanna emphasized that
“understanding the behavior of this silent majority, in addition to the vocal
minority that provides direct feedback, is instrumental in improving customer
experiences.” 


#4 PRIORITIZE AUTOMATION FOR SUCCESSFUL DIGITAL TRANSFORMATION

As websites and apps welcome more and more visitors every day with different
goals, brands have been hard-pressed to elevate those experiences. But digital
transformation must be data-driven with the right insights informing the right
decisions at the right time and place. That’s where automation plays its part.

Sharing her own digital transformation story in a live session, Jessica Epley,
Digital Marketing Specialist, CommScope, points to automation as a pivotal
factor when merging three websites with different purposes into a single
destination. Catering to several site audiences including businesses, technical
operators, partners, customers, and employees, automated insight around feedback
and reporting for every journey became non-negotiable. With automated alerts
around experience issues and a digital experience score measuring every
interaction, CommScope saved resolution teams five hours per week.

Speaking to these types of efforts in his opening keynote, Medallia’s Stretch
highlighted that to nail digital transformation you must “build personal
connections with customers and solve complex challenges while letting technology
simplify processes and automate the mundane.” 


#5 INCORPORATE VIDEO INTO FEEDBACK LOOPS

There’s a seemingly endless list of ways to engage with customers online, but
video is an emerging star of the show. Video feedback offers a more personal and
dynamic way for customers to share their stories and experiences –– whether it’s
a passionate review, a detailed suggestion, or a demonstrated issue. Creating
the opportunity for focus group-like feedback, video empowers customers with a
different way to engage.

While collecting feedback with surveys at various touchpoints in the online
journey appeals to more customers, video feedback is perfect for those with more
to say. Unlike traditional survey data, video showcases a customer’s emotion,
tone, expressions, and body language. It’s like a face-to-face conversation with
your biggest fans and critics. Touching on his own experience on implementing
video feedback loops, Tom Audette, Senior Marketing Director at Renewal by
Andersen, noted that “it boils down to how serious you are about listening to
your customer.” And Audette’s colleague Adam May, Senior Communications Manager,
added that it just “depends on how your customers like to communicate.” 

Audette said that “hearing the voice of the customers in their own voice is
truly inspiring.” It’s best to make video feedback optional where possible and
fine-tune its application based on how customers use it.


FOR MORE DIGITAL EXPERIENCE LESSONS, WATCH THESE 4 SESSIONS 

 * Brainshare — How Digital Experiences are Redefining the Way Some Industries
   Operate

 * Brainshare — Let’s Get Phygital: Integrating Physical and Digital Solutions
   for Omnichannel Success

 * Brainshare — Paradigm Shifts Beyond COVID-19: A Deep-Dive into Consumer Data

 * Renewal by Andersen — Using Video to improve the Customer and Employee
   Experience

You can watch more recorded sessions of Experience 21 on demand. 

 


TAGS

COVID-19
Decibel by Medallia
Digital Suite
Digital Transformation
Medallia Customers
Medallia Experience
Medallia Experts
Medallia Partners

--------------------------------------------------------------------------------


AUTHOR

Liam Burns
Content Marketing Specialist
Liam supports Medallia’s steadfast thought leadership commitments to experience
management by acting as a content evangelist. With a knack for writing, he takes
pride in producing highly insightful and pragmatic content surrounding core
topics in the world of customer and employee experience.


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