In the previous posts of '7 questions to assess the digitisation of your company', we first looked at how to set clear and above all measurable goals to assess the level of digitisation of your company. In a second post, we focused on processes that can be digitised to further accelerate the transformation process of your company. Our journey continued with an analysis of the data coming from your digital systems to better understand your customers and improve your offer.

But websites and apps are not just a tool for collecting valuable data about your customers, these tools are the hinge around which your customer relationships revolve. Here are some tips for using them even more effectively.

Improve the customer experience on the website

A well-designed website can provide customers with detailed information about your products and services as well as a quick and easy online shopping experience. The website should be designed to be intuitive and easy to navigate, with detailed product and service information, customer reviews, and customer support.

Don't forget that most customers search online before purchasing or using a service. A well-designed website provides customers with a seamless browsing experience where they can find detailed information about the products and services the company offers.

Website usability

A well-designed website must be easy to navigate and intuitive for the user. This means that website usability is a key aspect to be considered. Information about the company's products and services must be organised logically and easy to find for users. In addition, the website must be designed to be easily accessible by everyone, including users with disabilities. Website usability is essential to keep users engaged and to encourage conversions.

A responsive website

A responsive website is a website that automatically adapts to the screen size of the device used by the user: the website must work well on all devices, including desktops, laptops, tablets and smartphones. A responsive website is essential to reach a wider audience and to ensure that users can access the website wherever they are. Furthermore, responsive websites offer a more pleasant browsing experience for users, as they do not have to zoom in or out to view the content.

Apps

Apps can offer customers a personalised experience, with advanced features such as push notifications, exclusive promotions and increased interaction with your business. In addition, apps can simplify purchasing and payment, offer order tracking capabilities and provide a hassle-free shopping experience.

By using apps, businesses can reach more customers, as customers often prefer to shop and interact with businesses via mobile devices.

In addition, apps can be used to collect information about customers, such as their interests and shopping habits, enabling businesses to offer more relevant and targeted products and services.

Apps can also improve a company's operational efficiency, e.g. by reducing waiting times for customer service and simplifying order management processes.

Push notifications are a highly effective way to keep customers informed about current offers and promotions, increasing the likelihood that they will make purchases.

In addition, apps can provide customers with a personalised and engaging shopping experience, offering a variety of customisation options for products and the shopping experience itself.

Finally, the use of apps can improve business reputation and customer loyalty, as customers increasingly value access to innovative and convenient services.

Chatbots

Chatbots can provide a 24/7 customer support experience by answering customer questions in real time. Chatbots can be designed to answer common questions, provide information on products and services, and assist customers in choosing the right product. In addition, chatbots can offer an immediate response to customers and reduce the waiting time for customer support.

In conclusion, corporate websites, apps and chatbots are essential tools for maintaining a lively and long-lasting relationship with customers. Thanks to these digital solutions, companies can improve the customer experience, provide useful information about their products and services, offer real-time support and assistance, and much more. However, in order to reap the full benefits of these solutions, it is important that companies use them in a strategic and targeted manner, based on the specific needs of their customers. Only in this way will it be possible to build a relationship of trust and longevity with their customers, while ensuring the company's growth and success over time.