Diego MazoDesign Strategist
We attended to Futurizz, the future of digital business to explore the new trends of customer experience in the digital environment. We would like to share with you the most relevant topics we found.
#Real time interaction
Real time user interaction using chats in the digital context is becoming a common practice which is improving considerably the user experience. Examples like Worten or Ikea deliver real time assistance to their web users to solve any question throughout the purchase process.
· Worten launched a web service to assist their users in real time answering around 5.000 questions monthly
· Ikea Israel answers 10.000 questions through its virtual assistant Anna.
· Real time assistance in tui travel agency"s website has multiplied by 9 the conversion rate
· Le petit vapoteur has 97% satisfaction rate and chat conversion rate reaches 26%
Companies aim to engage client designing a combined experience with services and products that deliver added value. In the search for consumer loyalty, the aim is to create a service ecosystem around the needs of the user.
For instance, Altafit, the leader gym chain in Spain, before positioned in the low cost market segment, has reposition the brand applying digital innovation and new technologies to upgrade the customer experience. Altafit has develop a new brand digital platform that offers medical and nutrition services, sport apparel sale and discounts in travel services for weekends.
Besides of expanding their vision towards sporty and healthy lifestyle they have developed a new product line called HEXXA with a smartphone, a smartwatch and wireless water resistant headphones for sport people.
#The digitalization as means to better understand the client
The digitalization is a hot topic and it is a requirement to be updated at this point. However, the digitalization should not be understood as the primary goal of the companies, but as the mean to understand better the clients and design an experience that adapts to their needs.
As it is well known, SMEs are essential to sustain the economies in many countries. However, their implementation of new technologies is not easy and in many cases the budget limitations represent a big obstacle for them. Taking this into account, SMEs focus on doing small investment,
Also, we have seen that DIEHL Aerosystem, surprised not only by the quality of their products, but also for including concepts committed to greener concepts such as “Dacapo” or dynamic spaces for the delight of its passengers.