You can buy whatever you have in your basket on Amazon right now somewhere else. So why don’t you?
Companies like Amazon are leading the way in online customer experience (CX) by making online shopping an automated, personalised, and seamless process. As a result, customers aren’t just hoping for a better experience: they’re demanding it, or else they’re taking their money elsewhere.
Since the birth of online marketing, budgets have traditionally focused on getting customers to your website: SEO, personalised advertising, Google Ads, Facebook ads, content creation, and so on. But by focusing on acquisition, marketers have often neglected the importance of the onsite experience itself. Customers aren’t looking to be “dropped off” on a site, they want to trust your service as much as your products. Equally, retailers are beginning to realise that digital customer experience is directly correlated with revenue. This shift in mindset is leading a greater focus on in-page analytics to better understand the customers journey on the site. As Forrester, the market research company, predicts, “Digital marketing spend to hit $118bn by 2021, but budgets will shift to experiences.” But to deliver that service, you need to have a richer source of data. Simply analysing when a customer clicks on a button, doesn’t help you build a single view of the customer, their wants, their preferences, or their behavior.
Cue Decibel, a company set up for the future of retail. Richer data than ever before puts customer’s online experience at the forefront, allowing companies to optimise their website to ensure start to finish customers are satisfied and ensures that they don’t lose any along the way. Their unique smart machine learning software watches back customer interactions, collects +100 data points, locates opportunities for improvement, prioritises them, and can even trigger real-time responses to rectify issues. Decibel has grown at a steady pace over the last 5 years with a 165% increase over the past 3 years, largely driven by their Premier Partnership with Adobe. The software is already being utilized by 250 major brands names including Lego, British Airways, and Tesco.