Multiexperience development: the future for creating digital customer journeys
What is multiexperience?
Multiexperience can be defined as multistage, multichannel customer journeys that provide a seamless experience for the end-user. Multiexperience allows enterprises to deliver omnichannel experiences and create seamless digital journeys for their customers across various touchpoints.
As multiexperience becomes the norm, organizations will need to think about multidimensional customer journeys. This means that companies will have to start thinking vertically and horizontally throughout the customer lifecycle instead of just focusing on a single experience at any point in time as they do today.
For example, a multiexperience journey in insurance may start with a multichannel automobile insurance quote, followed by an in-person appointment for auto insurance coverage; it then continues with digital onboarding, followed up with hyper-personalized upsell offers delivered on social media channels or through a mobile app.
Why does multiexperience development matter?
Multiexperience is a crucial tool to connect customers' needs, wants, and aspirations across channels. As the customer journey evolves, multiexperience will become increasingly important as enterprises need to keep up with their digital transformation journeys.
Multiexperience allows organizations to personalize experiences based on each individual's channel preferences; it enables them to give rich interactive content that meets different audiences' expectations while delivering personalized information at every stage of the customer lifecycle.
The multidimensional aspects of multiexperience are what make it so powerful and valuable to financial service organizations.
The multidimensionality also means that this paradigm shifts how companies need to think about developing their customer journeys; they're not just going from point A to B (for example, from a website to a mobile app.) Instead, there are many touchpoints throughout the journey. Organizations need to consider all those dimensions when considering where and how things should happen at different points along the customer's multiexperience.
How multiexperience have changed the way we approach customer journeys
Multiexperience development has changed the way brands create customer journeys.
In the era of multichannel technology, with consumers demanding highly personalized responses to every need, enterprises that want to meet these new expectations must move from channel-specific interaction models into multistep self-service services that span channels (website, web chat, call center, in-person.)
Multiexperience allows enterprises to create a fully multichannel experience for their customers and empowers them to deliver personalized, consistent, and frictionless experiences across all touchpoints.
The benefits of multiexperience
Multiexperience approach empowers financial services organizations to:
- Provide customers with multistep self-service options across channels
- Empower customers to receive personalized responses tailored for their needs and preferences on all devices they use: desktop computers, laptops, smartphones, or tablets.
- Reduce costs by reducing contact center resources and increasing efficiency on a per-call basis as well as through simple process automation;
- Decrease waiting times for customers with multichannel self-service options.
- Increase customer satisfaction and loyalty through the ability to meet needs across channels on time;
- Boost brand equity by providing seamless, personalized experiences that are matched to each individual's preferences and channel of preference or choice.
- Multiexperience strategy enables companies to create a multidimensional customer experience by understanding their life stage and how financial needs change as their personal and professional lives evolve.
Common mistakes of experiential marketing strategies and how to avoid them
Many financial service enterprises have mistakenly focused on multichannel marketing almost exclusively without integrating it with authentic multiexperience design and development. Not having a detailed plan of what happens after someone interacts with your company through a channel is a common pitfall of many organizations that turns digital journeys from a holistic experience into a sequence of disjointed steps.
This can be an easy mistake to make. Some businesses believe that they are already delivering a multichannel customer experience by simply implementing different channels to interact from, such as websites, apps, or chatbots. However, this is not enough in today's digital world, and multiexperience offers so much more than just integrated marketing campaigns.
First, we need to stop thinking about single experiences at any point in time but instead start looking vertically and horizontally – meaning throughout the person's lifecycle, designing what happens after one interaction ends;
Customers want a multichannel experience that is consistent and offers personalized approaches to suit their needs. Having multiexperience enables enterprises to understand the customer journey holistically, from original intent through resolution or conversion.
How to implement multiexperience development
Multiexperience development involves multichannel marketing, multistep self-service, and multidevice experience.
For example, if a customer is interested in opening an account with a bank, a multiexperience journey might look like this:
- A website or an app where the customer can initiate and complete the process on their own;
- A self-service web chat platform that responds appropriately depending on what device the customer accessed from;
- The ability to connect with banking specialists via online chat, co-browsing, or phone channels if needed;
- The ability to upload all documentation electronically;
- Digital KYC that is seamless to the customer;
- Ability to complete the process with eSignature;
Multiexperience must consider every single interaction and include it into the overall experience. One example of delivering on that promise is Nürnberger insurance. They needed to act fast when anticipating a tsunami of policy cancellations as a result of Covid-19. By working with EasySend, they created a digital journey that gave their customers flexible options to adjust, pause or cancel their plan. By extending the customer journey to include the plan adjustment, Nürnberger was able to deliver a seamless experience at a crucial step of the overall customer journey.
Why is multiexperience strategy essential for future success in financial services?
Some businesses believe that they are already delivering a multichannel customer experience by simply implementing different channels (website, apps, or chatbots), but this is not enough in today's digital world.
Multiexperience must encompass every interaction from initial interest to conversion, customer onboarding, contracting and agreement signing, customer service interactions, upsells and cross-sells, and multichannel marketing campaigns.
Multiexperience development enables enterprises to understand the customer journey holistically, from original intent through resolution or conversion and beyond.
In the future, multidimensional customer journeys will be at the forefront of all companies' digital strategies, and multiexperience development is how they'll achieve them while maintaining their competitive edge in an ever-changing world.
Ready to get started with a multiexperience strategy of your own? See how a no-code platform can simplify your multiexperience strategy by empowering your team to create any type of digital journey without writing a single line of code. Watch this quick demo to see how EasySend no-code builder works.
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