The digital world has undergone a major transformation in recent years. Post-pandemic, platforms like Zoom saw up to a tenfold increase in usage, while demand for content delivery services rose by almost 20%. As a result, people are more connected than ever, and this surge in connectivity has created a need for an “always on” brand presence.
While e-commerce brands have long operated in a 24/7 environment, today’s market conditions require every business to adapt and rethink how they engage customers in this continually connected landscape. Nearly 70% of professionals who moved to remote work during the pandemic now report working on weekends, and 45% regularly work longer hours during the week. This means that to stay relevant, brands must reimagine their strategies and operations to resonate in an “always on” world.
Many brands have traditionally mapped out a linear path to purchase, but this method doesn’t align with how customers behave. Imagine a typical car assembly line where raw materials enter one end, and a finished car rolls out the other. This is similar to how many brands have designed the customer journey — but customers rarely follow that route.
In an always-on economy, brands need to focus on creating more profound and meaningful experiences that inspire customer satisfaction, loyalty, and advocacy. Acknowledging that customers can exist in multiple stages of their journey at once can help brands design more one-to-one experiences. Can we give an example of what it means to exist in multiple stages of the journey? We can’t just say they need to create more profound and meaningful experiences, etc., we have to tell them how. Otherwise, it all just sounds like platitudes.
People are bombarded with information, making it harder than ever to capture their attention. This is where simplicity becomes a powerful tool.
Scenario: You’ve registered for an upcoming event online and need to call a hotel to book a room. Instead of receiving a series of fragmented email confirmations, the company consolidates all your interactions into a single, comprehensive digital view of the event. What do we mean, exactly? How do they know you’re attending an event in their city? Can we give an example? This allows you to access information quickly and on your terms.
We live in a world where every interaction is just a tap away. Brands that create cohesive, simplified experiences make life easier for customers and foster stronger emotional connections. Can we give an example of a brand or two that dos that to drive this point home?
Also, how does this relate to the shift to always-on experiences? Digital transformation should always be about making things simpler and more intuitive for customers.
E-commerce brands excel in creating round-the-clock, customer-centric experiences, and there’s much to learn from them. Take cart abandonment strategies, for example. The focus here is on understanding why a customer stopped engaging — was it the timing, pricing, or something else? Finding the answers helps adjust the overall narrative, messaging, and company goals.
Adopting a similar mindset across all industries can enhance customer experiences. Knowing where customers are in their journey — whether they’re ready to buy, still considering, or seeking more information — allows brands to tailor their interactions more effectively. The goal is to provide excellent experiences along the journey, which makes the customer more likely to feel connected and transact with you. How does this connect to the shift in always-on experiences? We need to make sure everything ladders up to the topic of the blog.
Success is often measured by top-line revenue and profitability, but focusing solely on these metrics can narrow a brand’s vision. To truly understand how customers are interacting with a brand, it’s crucial to define success at every stage of the customer experience life cycle. Then, follow that down through a company’s operations to better understand the key performance indicators and their impact on customers.
For example, imagine you’ve had a great experience at a hospital. The doctors and nurses were attentive, the room was nice, and you leave satisfied… until you get the bill. You notice extra line items that shouldn’t be there. Suddenly, a positive experience becomes negative.
Every part of an organization affects the overall customer experience. Aligning success metrics internally for employees will help improve customer satisfaction in an always-on economy.
