ist magazine February 2023

can be challenging to quantify, but data parameters can be put into place to make that quantification easier. These measurements can include: how quickly a consumer gets to a completed action on the website; how easy informa tion can be accessed (how many pages to get to content) and how often it is ac cessed; or even what options are available for additional contact (chat box, form, email or phone). Take the time to work on those measurements. MUST HAVE #3 KEEP CHANGES SIMPLE When it comes to adding in new tech nologies, make one change at a time. This is important for several reasons. Too dras tic of a change could impact how well the technology can be integrated into current platforms and cause current technologies to malfunction. Introducing several changes at once can also make it difficult to determine what change caused an improvement in the experience. It also can make the consumer overwhelmed with the new experience. Even new technologies that improve the digital experience could be rejected by the visitor if there are too many changes at once. Be patient and do smaller and simpler changes over a period of time. MUST HAVE #4 UNDERSTAND LONG-TERM IMPACT Changes to technologies can have longer-lasting types of impact. This goes beyond the digital consumer experience and can affect whether a company can incorporate future digital changes and new technologies coming on the horizon. When reviewing new technologies, are there options to modify or alter the tech nology so that the investment can grow and pivot with changes in the business, the economy or the consumer?

THE BOTTOM LINE SEEMS CLEAR – IF COMPANIES DO NOT INVEST IN THE DIGITAL CONSUMER EXPERIENCE, THERE IS A POTENTIAL RISK OF LOSING THOSE CONSUMERS.

Also, will the organization providing the technology still be in business in a year, two years or five years? Can someone else, like a third-party vendor or internal IT team, support the tech nology if something were to happen? Understanding the cascading effects of choosing a new technology is vital. There is no cost to a conversation. When there is any doubt, simply ask. Not sure what needs customers have? Do a poll or form a focus group and find out how they use the current technology and what improvements could be made. Wondering if a potential new technology is easy to implement and doesn’t have any potential pitfalls? Request referenc es and ask hard questions about their experience, the implementation process and the impact of the technology. This also goes for internal staff and asking how the technology may affect MUST HAVE #5 WHEN IN DOUBT, ASK

their department. Bringing all stakehold ers to the table is worth the effort. Take the time to gather information before implementation to remove unnecessary headaches. By having this additional in formation, better decisions can be made on what technology is chosen and how effective it can be. Digital consumer experiences are more important than ever. Adding new tech nologies can enhance those experiences. With the focus on these must-haves, companies can implement the right technology at the right time and help the consumer experience their brand in a new and exciting way. ■

About the Author: Lisa Apolinski is an interna tional speaker, digital strat egist, author and founder of 3 Dog Write. She works with companies to develop and

share their message using digital assets. Her lat est book, Grow Your Market Share In A Zombie Apocalypse, provides expert insight and tips for businesses wishing to survive unimaginable eco nomic conditions. For information on her agen cy’s digital services visit 3DogWrite.com.

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