Digital transformation helping companies optimize the last mile of customer experience

In the universe of marketing, it is often said that awareness is cheap but engagement is priceless. The last mile of customer experience is the most essential aspect of building customer retention and loyalty, and it’s built on engagement.

Be it a brick & mortar retail store (in a mall or on the street), an experience zone, a showroom, an activation, a road-show, an e-comm store, a D2C website/app or something as basic as a mechanic or a painter’s makeshift shop, last-mile engagement and experiences determine how likely the customer will continue to associate with a brand. A food-delivery app is as good as the handover experience of a food order at the doorstep of a customer.

In the past few years, accelerated by pandemic, last-mile experiences have had a sharp transformation owing to technology and the penetration of the internet and smartphones. Customers now expect more. More simplicity, more sophistication and a more rewarding experience.

Digital transformation companies are helping brands augment certain parameters that redefine the customer experience. These include:

• Product discovery

• Customization

• Ease of use/purchase

• Transaction satisfaction/happiness

• Purchase gratification

• Post-purchase engagement

According to a PWC report, done right, technology can help companies create phenomenal customer experiences and reap the resulting benefits: 82% of the top-performing companies report paying close attention to the human experience around digital and tech.

Some examples of creating a better customer experience include

• An AR-based clothing trial room or an app that helps consumer find out the exact size of the dress, shirt or the shoes

• A branded gaming experience in-store with instant gratification

• A training academy on smartphones & featurephones, that gamifies the whole learning experience

• A video commerce app where a personal attendant helps you shop while you are at home

• A personalized video platform that can connect buying data and AI to share personalized info with customers

• An IVR system wherein a farmer can answer few questions and get expert advice, product discounts and real-time weather updates

• A loyalty app that can offer surprises every time you make a purchase or recommend the product/service to a friend

• A GPS enabled monitoring app that helps supply chain teams help truck drivers be more safe and productive

One of the most talked about and futuristic examples of a great customer experience is Amazon’s self-checkout stores. No waiting in lines, no transaction process, 24x7x365 access.

These all are just tip of the iceberg examples and the ocean of ideas is endless. The shopper and consumer behaviour has changed drastically since the pandemic, and the last mile has become a battleground to gain the attention of an already distracted customer.

The report also states that a good customer experience leaves consumers feeling heard, seen and appreciated. It has a tangible impact that can be measured in dollars and cents. 73% of all people point to customer experience as an important factor in their purchasing decisions. 43% of all consumers would pay more for greater convenience; 42% would pay more for a friendly, welcoming experience.

One big reason why most brands are investing heavily in improving the last-mile engagement is to build a positive word-of-mouth which today can have a serious impact on the health of the brand.

Author: Abhinav Jain, CEO and Co-Founder, ALMOND Solutions