How much do you actually know about your web visitors? The people who are on your website, right now. Do you know what they want? Why they’re online? Do you know how to address their specific needs?
It’s likely that the answer to those questions is ‘not really’. And that could be seen to be OK; it’s the status quo. Consumers visit a website; companies look for fluctuations in sales, calls, sign-ins and contacts. And then based on those insights, they make adjustments. Most companies don’t think about individual visitors – they think about behavioral patterns.
But with technology growing faster than the grass in summer, and with dozens of digitally-native companies sprouting up every week, it’s becoming clear that it’s necessary to break away from the status quo in order to maintain a competitive advantage.
A big way to get ahead is through effective personalization. Done well, it increases profitability and improves the customer experience. And the best, most direct, means of real-time personalization during the customer’s online journey can happen contact channels. Ensure that the right customer sees the right channel and you’re in a really good position to help them to complete their journey.
We recently produced a booklet titled ‘Measuring Contact Channel Maturity’. In it, we go over the questions that you should be asking about how well your contact channels are currently supporting your objectives. It’s one thing to invest in contact channels; it’s another thing entirely to make sure that they’re optimized to make each individual customer journey count.
Contact channel maturity matters
The more mature your contact channels, the higher the likelihood of converting online visitors. It’s really as straightforward as that. The five questions that you need to answer are laid out below; for more detailed analysis download the booklet here.