2021 Digital CX trends: What you need to know about what’s next

As you look to try out more digital elements in your in-store experiences, here are a few action steps you can take:

• Adapt as you go: When it comes to implementing digital experiences (especially those that customers are already expecting), it’s best to have an “adapt as you go” mindset. When consumers are already eager to use contactless payment, they want that option to be available as soon as possible. Work with speed in mind, actively ingest feedback on the experience and ease, then take action to improve over time. Don’t let perfect be the enemy of progress.
• Make the most of post-transaction surveys: The best time to get feedback from a customer is right after the experience occurs. Customers’ memories will be fresh and their responses will therefore be more accurate. To be able to optimize new experiences, you need to understand what is working about your current offering and what isn’t. Thus, make sure to include an open-ended question in your survey so you get the context you need to really improve the experience.
• Communicate, communicate, communicate: All the work you’re putting in to add new features to your in-store or digital experience means nothing if consumers aren’t aware of their options. As you release new, exciting features, make sure you communicate them to their fullest extent. Utilize your friends in marketing and send emails or app notifications to announce the new features. Show consumers what you’re doing to make their experiences more memorable.