3 ways ORM uses digital to enhance the customer experience

OPINION / 10th October 2018

Business models are changing to meet customer needs. Companies are having to adapt to what their customers actually want, or are facing endings like the redundant businesses of yesteryear.

In the new digital era businesses should adopt a customer-first approach, using digital to deliver a new streamlined relationship.

Yet, we caution businesses who come to us and want to dive straight into a new tech stack, because technology on its own will not enhance the customer experience; it must be used to enable a customer-centric business strategy.

We’ve worked with many clients to identify their business goals, to help them understand their customers’ needs and the experiences they require. We’ve created a digital strategy and then introduced them to new technologies that will help them flourish and succeed.

But we always start with the question: Why?

  • Why are you doing this?
  • What’s the purpose?
  • How are you going to measure success?

Because if we’re not asking why then the work we’ll undertake will have no purpose, and we only ever want to build something that matters and that adds value to our client’s business.

So, take a look into three ways we’ve helped separate companies to use digital to serve their customers in a better, more efficient way.

1.     Sustainable Innovation

Building your own technology so you can own your digital future should be the target of every organisation looking to compete in the future because we believe that innovation is the Holy Grail.

We know that developing new products and services that benefit the customer also drive revenue, attract new audiences and grow the business as well as.

But innovation shouldn’t be untaken for innovation’s sake; that’s why we suggest our clients ask themselves, ‘what’s the point?’ before we begin.

It is clear to see companies that invest in product innovation, who’ve thought about new experiences from the customer point of view first, and technology second, are standing out in the current market.

We have worked with Arriva Trains to develop and build its own ticket booking engine, with the aim of meeting three objectives:

Firstly, to give its own customers a seamless ticket sale process, one that will rival the digital disrupter Trainline, which is eating into Arriva’s revenue stream.

Secondly, to bolster Arriva’s brand and identity with the consumer, to make it the transport provider of choice.

And finally, to enable Arriva to improve operational efficiencies, take control of its product roadmap and own its own customer data, ensuring it can become nimble and adapt to meet its customers evolving needs.

We know that once businesses can control their own customer data it allows them to develop a more sophisticated customer experience based on real-time need.

2.     Customer satisfaction

Companies that adapt their business models to meet their customer demands will survive and thrive in a digital world.

Ultimately, good customer experience is about putting the customers’ needs at the front and centre of your business, and ensuring that all the touch points they have on their journey with you, be it offline or online, are relevant.

Report after report shows that good customer experience leads to happier and more satisfied customers, who in turn become more valuable as they promote your company to their family and friends.

We worked with Wickes, the industry-leading trade supplier, to create app-based loyalty scheme that was part of its a wider digital transformation programme.

Wickes knew its customers enjoyed benefiting from the monthly discount codes it sent by email but were aware that its customers were increasingly frustrated at trying to scroll down to find these vouchers in their inbox at the till.

In response, we created a mobile app that allowed Wickes’ customers to find their latest voucher at the touch of a button.

As well as solving this immediate customer frustration, digitising the trade scheme helped to create richer customer profiles, enabling Wickes to better understand its customers and serve them with relevant content and offers.

The scheme was an instant hit. In the first week of the nationwide launch, more than 4,000 customers used the app which resulted in 6,000+ transactions.

3. Operational effectiveness

Digital strategies can help move businesses from cumbersome offline paper-based processes to online systems, which reduce operational costs and improve efficiency significantly.

We partnered with the housing association Moat to develop its website and customer portal.

Collectively, we had two objectives.

Firstly, to allow its customers to self-serve, with the aim of enabling them to take control over their rent payments and maintenance issues as well as improve their communications with Moat’s staff at a touch of a button, thus improving the customer experience.

Secondly, we wanted to move Moat away from its reliance on its legacy paper-based back-end system, to help it look beyond offline processes to drive efficiency and improve operations.

The new digital management tools we created have freed up its field workers’ time to enable them to provide greater face-to-face customer engagement and alleviated them of death by admin.

From the initial launch in May this year Moat has already seen an increase in online engagement. There has been a 64% channel shift to digital, which the team at Moat predicts will save its call centre 20 hours of effort every month.

View from ORM 

Regardless of whether you’re a B2B or B2C business, your customers will want a good customer experience akin to the services they’re already receiving from the likes of Uber, Apple and Amazon.

Customer experience demands are percolating from these leading companies to the rest of the business community and as a result, customers are becoming more demanding. Like it or not, they are comparing your services against those who are excelling at the customer experience game.

We have extensive experience of marrying digital strategies with technology to dramatically improve not only the end customer experience for our client’s customers but also their operational efficiency which in turn leads to increased revenue too.

Come and talk to us about how we can use digital as an enabler to improve your customer experience and future-proof your business.

Neil Clayton Neil Clayton Head of Sales & Marketing Neil Clayton