Digital transformation and innovation have helped shape a society that can come together despite any physical or geographical barrier. From video calls to e-learning systems to online food delivery, people are now turning to digital technology and online experiences more than ever to keep that sense of connection, comfort and normalcy in their everyday lives. Businesses are realizing that their relationships with their customers depend on providing exceptional digital interactions that leave a meaningful impact.
Yet, 90% of consumers say that brands today are still failing to meet their expectations. So who are those brands that are getting it right, and what lessons can marketers learn from them to level up their own digital experience strategy? As the people responsible for creating some of the world’s most ambitious open digital experiences, we asked Acquia employees to share an example of a time they had a truly great digital experience. Here’s what they said.
“I've been using Spotify since it became available, and I remember being so excited the first time they did end-of-year analytics on my listening trends. Being able to see all my history summarized and compared to other folks’ habits was super interesting.”
-Cyrus Nations, Associate Solutions Engineer
“I’m always impressed by Ally Bank. They have no physical bank branches, so everything is driven online. That's how costs stay low for the business, and interest rates for customers’ savings accounts stay high. Plus, the app is easy to use. If I need to reach a rep, I'm given a time table for how long I'll be waiting, which is usually 1-3 minutes.”
-Caren Bailey, Field Marketing Manager
“Lululemon provides an awesome digital experience that actually blends with the in-store experience. Their emails are always spot on and when I go in-store they are able to look up all my past purchases to help inform sizing/styles that are the best fit for me. It's what keeps me going back!”
-Maggie Schroeder, Product Marketing Manager
“A small example of a digital experience that I take for granted is when you book a reservation, flight, appointment or hotel stay, and Google automatically adds the booking to your calendar without any human intervention. It improves my quality of life, and it's so seamless that I don't even think about it happening.”
-Jonathon Cartwright, Senior Product Manager
“Any time I'm utilizing an interface that either predicts what I'm about to do or helps me streamline the process in some way always makes me feel more efficient. Things like Gmail that offer features like predictive text or systems that let you filter by most used, etc. are very helpful and useful.”
-Sam Holt, Staff Accountant