By Mandy Reed, Marketing Manager (Global)
It seems like everyone is talking about ‘digital’ these days – digital assistants, digital data, digital marketing, digital art, digital footprint. We’re increasingly reliant on digital devices – smartphone addiction, anyone? – and the need to be constantly connected. On a flight recently, there was a passenger a few seats away from me having a mini-meltdown because the onboard WiFi wouldn’t be available for the entire flight.
According to the Global Digital 2019 reports from We Are Social and Hootsuite, the digital world shows no signs of slowing down. In fact, the number of internet users around the world is growing by an average of more than one million new users every day! The research, published earlier this year, reports a 9.1% increase from last year, bringing the number of internet users to 4.388 billion. In areas like Northern Europe and North America, 95% of the population are online.
It’s likely no surprise that of those internet users, 84% searched online for a product or service to buy, 91% visited an online retail store on the web and 75% purchased a product or service online. The growing number of mobile users (up 100 million from last year) is reflected in the fact that 55% of internet users had made an online purchase via a mobile device while only 42% had done so from a laptop or desktop computer.
With so many consumers researching and purchasing goods and services online, it’s important for companies to provide the right service and support online as well. According to Frost & Sullivan, US companies are losing more than $83 billion annually due to poor customer experiences. On the flip side, they also found that 74% of customers have spent more with a business due to a history of good service.
Organisations everywhere are taking on digital transformation projects and searching for the best way to join up digital channels with more traditional customer contact channels. Implementing and executing successful digital customer experience (CX) initiatives is crucial for companies, particularly those in regions where a majority of the population are internet users. Offering a seamless and efficient CX that delivers consistent and reliable information to consumers regardless of whether they self-serve or talk to a contact centre agent has a direct impact on a business’ bottom line. Companies must also consider the popularity of other touchpoints, such as messenger apps and smart speakers, with their target customers as they evolve their digital strategies. Some organisations like Rest, one of Australia’s largest superannuation funds, are using a virtual agent across multiple channels – including Google Home – to successfully engage a customer base of digital natives.
57% of the world’s population are now online, and the number of internet users is growing every day. Is your organisation positioned to stay competitive in an increasingly digital world?