Implementing a User-Centred Digital Strategy: How to Provide Your Target Audience with Personalised Customer Experiences [5 Reading Tips]

Digital Strategy Reading Tips — Source: Pexels/ThisIsEngineering

In order for companies to survive in the digital age, they must quickly and effectively respond to changes. This requires expertise that goes beyond the use of modern technologies. A driver of long-term success in digital business is a user-centred digital strategy that is implemented both internally and externally.

Digital Is the New Normal

76 per cent of German-speaking people over the age of 14 use the Internet several hours a day. This large group of digital users expects companies to offer specific solutions that meet their needs – in the form of seamless user experiences across all touchpoints. Digital technologies are important for companies because they help them find out what their target audience wants and how they can best reach that audience. Whether it is a CRM system, business intelligence software or marketing automation tools: analysing the generated data makes it possible to create personalised customer experiences. This way, long-term customer relationships can be built and sales can be increased. Companies from all industries are modernising themselves technologically, professionally and organisationally to

create a modern, user-friendly website
deliver seamless user experiences across all touchpoints
build customer relationships with the help of digital services and personalised offers
use new communication channels
sell new types of products
establish competitive services

Digital Strategies from Practice

In order to be present online, companies can use various channels and technological options – depending on the industry and size of the company – to inspire their target audience with digital services. Whether it is platforms, mobile apps or omnichannel strategies: numerous practical examples show what a first-class customer experience can look like.

Platform Economy

Multi-client platforms and marketplaces are often very beneficial in B2B environments such as wholesale or trade fair business. They create synergy effects between all partners and contribute to an improved user experience for all parties involved. The collected marketplace data can be used to strengthen customer relationships and initiate new business collaborations. A trade fair company, for example, relies on a modern multi-client marketplace with an automated ordering process. Thanks to this approach, all service partners of the trade fair can independently offer their services in the online shop and manage incoming orders. Moreover, exhibitors can book additional services – from stand walls to advertising measures – directly when they register their stand.

Digital Services Optimised for Mobile Devices

Companies from all industries are expanding their range of services, for example through mobile apps. These are also increasingly used in the healthcare industry to strengthen customer loyalty. There, an app serves as a central customer portal that stores important personal user data (such as age, weight, medication plans, health and training goals). It is easy to use and enables personalisation. Features such as digital appointment scheduling and WhatsApp integration make direct interaction possible. In addition, memberships and important documents, for example e-prescriptions for pharmacies, can be managed in the app.

Connected Commerce

With an omnichannel range of products, fashion retailers are responding to the increasing fusion of online and offline shopping. A fashion company, for example, has structured its digital offerings in such a way that customers can book fitting rooms in brick-and-mortar stores via an app and find their desired garments more easily using a digital floor plan. After trying on clothes in real life, they can directly purchase them through a payment interface.