In today’s digital-connected world, customer expectations are continually rising and meeting these expectations is becoming increasingly challenging. It is not enough to simply attract and engage customers on your site. Successful companies must create a consistent, frictionless and optimized digital experience across all journeys, all the time, and be agile and innovative in the delivery. So, how can you address this challenge and go about designing the best possible customer experience?
Let’s take a look at a real-world scenario and consider how Shubert Ticketing, a leading international provider of ticketing services, has managed their complex, high volume check-out flow for both online and mobile processes to successfully optimize their customers’ digital experience by reducing struggle.
Understand customer behaviors
As an organization offering unique shopping experiences to both online and mobile customers, Shubert Ticketing had to secure deep insight into all of their customers’ digital experiences and quickly understand their customer engagements and struggles. By using IBM Watson Customer Experience Analytics (CXA), Shubert Ticketing gained valuable insight into their customers’ journeys and behaviors and began to understand what was contributing to purchase considerations and to isolate areas of customer friction. Their ability to then drill deeper with replay technology in Watson CXA to view specific sessions offered the unique opportunity to relive their customers’ experiences and see exactly what their customers encountered on their site, allowing them to quickly understand the root causes of observed behaviors.
Reduce customer struggle
Armed with this valuable insight into their customers’ journeys and behaviors, Shubert Ticketing was well-positioned to take quick action to minimize churn and ultimately recognize the financial benefits of offering an optimized digital experience to their customers. Using Watson CXA, Shubert Ticketing was able to quickly pinpoint the source of a recent complex system issue in their checkout process, allowing them to identify and remedy the matter nearly twice as fast – saving them valuable time and a significant amount of ticket sales that could have been lost. The ability to quickly isolate and rectify issues is especially crucial for organizations like Shubert Ticketing that operate in a high volume model and manage complex back-end systems for their business.
Enrich the customer experience
The increased insight into their customers’ digital experiences, however, goes beyond providing quick-fixes to potential issues. With an enhanced view of their customers’ journeys, Shubert Ticketing was better able to discover higher level trends in their customers’ behaviors that they are using to create and prioritize further customer experience improvements. For example, as Shubert Ticketing strives to offer customers their preferred tickets at the best possible price, they are testing an innovative search function to assist their customers with selecting the first date where they can secure a seat at their desired price. By using Watson CXA to measure the popularity of the new feature, they can assess the impact to their business – and fully deploy the function to further enrich their customer relationships.
Deliver optimized digital experiences
With the analytic capabilities of Watson CXA, companies like Shubert Ticketing are able to monitor, respond and optimize every touchpoint along the customer journey to meet digital customer expectations and deliver exceptional customer experiences.
To learn more about the IBM case study for Shubert Ticketing and how they successfully leveraged Watson CXA, with assistance from Pereion Solutions, to reduce customer struggle and optimize their customers’ digital experiences, click here.