Mobile is A Reliable and More Direct Channel for Communicating with Audiences While Merging Digital and Physical Experiences.
Despite the vast array of digital experiences available today, there’s still an incredible value in real-life events and experiences. But what if you could effectively combine the two?
Technological advancements have actually made it possible to create omni-channel systems that span physical and digital realms. Such systems serve both CX and EX needs, providing audiences a more modern platform.
This is a timely development as 81% of consumers believe organizations currently provide a disconnected experience. These organizations are falling short of modern customer experience expectations and putting customer retention at risk. In fact, 48% of consumers report having given up on an activity or request as information sharing was too difficult.
It’s becoming clear that seamless, easily-accessible systems that combine both digital tech and physical experiences are the way of the future. Yet implementing this type of comprehensive omni-channel solution presents many challenges. There are no set playbook yet.
Let’s examine both the challenges organizations face and a helpful approach to solving them.
“Mobile has completely transformed the way we work, play, and even experience the world around us. @TheCXApp”
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The Comprehensive Experience Conundrum
Large companies are defined by complexity. Their venue-based experiences are often spread across multiple locations, managed by several different departments, and involve a wide variety of third-party vendors and services. To that end, it’s extremely difficult to keep everything organized and everyone on the same page. When a business can’t make that happen, both CX and EX suffer as a result.
As previously discussed, a merger between digital systems and physical experiences is a requirement for competitive businesses. If not for the customers’ sake, then for the organization to understand and track what’s happening in real-time. It’s a call for the smart venue of the future, one that incorporates all disparate systems.
Yet digital systems tend to be disconnected, with siloed inner networks. For instance, various departments make use of Intranets and chat platforms, but these don’t necessarily connect. To make matters more complicated, 85 percent of employees use more than one device to communicate at work. Additionally, there are separate customer-facing components and sometimes even multiple venue management programs. This creates confusion and causes employees to waste time searching for information, which results in much lower productivity and a more frustrating workplace experience. In fact, 44 percent of employees want a wider adoption of internal communication tools to mitigate these issues.
Lastly, on-site versus digital experiences are just plain different. This causes many to treat them as separate worlds when, in fact, they should be merged as much as possible. Customers who have a digital interaction with a brand don’t get to see personalized information carry over into physical events; things like purchase history, user preferences and even customer support conversations should all be accessible to a company’s corporate campus team. Keep in mind that over 78% of consumers will only engage with offers if they have been personalized to their previous engagements with a brand. Bringing those digital touchpoints into the “real world” creates a true cross-platform experience.
How Does Mobile Help?
Each business will have its own approach to creating a comprehensive, omni-channel system and overcoming the aforementioned challenges. However, there is one thing they all have in common: using a mobile platform.
Mobile, by its very nature, is always-on and always accessible. Of course, everyone already owns a phone so it’s a tool that’s always there - openly available. Interestingly, on a global scale, more people now own a cell phone than a toothbrush.
It is a catalyst of the modern digital transformation as well. Mobile has completely transformed the way we work, play, and even experience the world around us.
Consider that 30 percent of all technology created for events over the last two years is for live interaction experiences. Meanwhile, 60 percent of smartphone users are using their mobile devices at social gatherings and events.
Mobile is also a faster and more direct channel for communicating with modern audiences. Through contextual communications you can not only send personalized messages but you can also learn more about your audience, as well. Collectively, you can access and utilize a customer’s entire digital history to shape the experience you’re providing. This has the added effect of creating frighteningly accurate marketing opportunities. In a now-infamous example, Target knew a woman was pregnant before even her father did and began sending her promotions and coupons. The company achieved this through a complex array of user data, behavioral stats, and mobile interactions.
Modern customers expect personalized offers and communications that take each individual’s context into account - albeit delivered in a way that’s not creepy (that’s up to you!). Mobile can augment experiences even more with options to factor in the customer’s physical surroundings via proximity based marketing and location services.
Finally, there is a massive selection of third-party integrations for mobile communities which can be used to build a smarter, more aware ecosystem, especially in venues and corporate spaces. For instance, Bluetooth beacons can be used to send personalized alerts or promotions when customers walk by a particular area of the property.
Near the exit? Don’t forget to pick up your swag pack!
Bluetooth beacons, location services and indoor mapping tools even boost security within venues, allowing teams to track the most important goings-on.
More Mobile, Better Experiences
Many tech giants have already begun relocating or expanding their corporate campuses in order to embed this type of comprehensive digital system into the very design of their physical workspace. The motivations for such a major overhaul seem to be equal parts CX and EX. After all, companies with highly engaged employees can improve operating income by 19.2 percent over a 12-month period. Who wouldn’t want that kind of competitive edge?
Within the next few years — maybe even sooner — more and more companies will realize the value of mobile experiences and how they enhance venue operations. As they do, adoption will become rampant, leading to exceptional EX and CX strategies like we’ve never seen before.