Page 76 - Delivering Authentic Customer Experiences

Principle 5 Delivering Authentic Customer Experiences

Choosing your channels

The world wide web has fundamentally changed lives. Everything
from online shopping, to booking a holiday or restaurant,
checking your location, or finding an answer to a question can be
accessed via the internet. Today’s Millennials are a stark indicator
of things to come. Described as digital natives by practitioners and
academics, Millennials were Googling before the phrase was even
coined, using social media to spread news and positive or negative
reviews before developers had grasped its full potential. They
took advantage of their ability to purchase goods and services
beyond national borders with the likes of eBay long before the
credit crunch pinched their parents’ pockets. This digital
confidence has spread across all generations; from young children
making micro-purchases on apps on their parent’s smartphones,
to Baby Boomers and beyond, all using comparison sites, social
media, and search engines with growing self-assurance.

The fact is, browsing and purchasing online has gradually become
the norm for consumers of all ages. Research by Nominet found
that nine out of ten people search for something online every
week and eight out of ten purchase something at least once a
month. It seems that having an online presence is now essential
as it offers a vital link for your customer, across borders, 24 hours
a day, even when you’re tucked up in bed.

Innovation needs to be part of your culture. Customers are
transforming faster than we are, and if we don’t catch up,
we’re in trouble.
Ian Schafer

Designing and managing a consistent, positive, multi-channel
experience for your target market need not be too onerous. Here
are three keys that will help you unlock the doors to developing a

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