As technology and processes continue to innovate, the differences between working in the office, a coffeehouse, or your own backyard will fade away. People won’t have to work remotely if they don’t want to, but the office is already becoming just one of many locations where work occurs.
Considering the customer experience journey is critical to ensuring that whatever phygital strategy you create is successful. For example, if you create a mobile app for your convenience store and offer curbside pick up on quick meals but you don’t properly train store associates to engage with the app, you don’t have a successful phygital experience (or good customer experience, for that matter). We’ve seen many five-star mobile apps end up with a 1-star rating because the out-of-app experience with an associate didn’t align with the in-app expectation, damaging customer satisfaction. Getting to market quickly should not be at the associate’s or customer’s expense. Thinking about the kind of customer experience you want your users to have is critical to your success. It’s not enough to simply check a box to say that you have a mobile app or website. These digital experiences must be optimized to account for the more common phygital experience that many customers will have with your brand.
Creating a phygital strategy must, again, start with assessing your current customer experience. Where are customers running into challenges? What moments of achievement do they have that you want to invest in more? These kinds of insights will give you a lot to work with and can help guide you in the direction necessary to creating a phygital experience that not only meets, but exceeds, customer expectations. What can you do to blend your physical and digital experiences together, for the better? The goal is to create the kinds of immersive engagements that customers find so easy that it achieves silent utility - it works so smoothly that you don’t even have customer feedback from your users because it simply works. That’s when you know you have a great strategy because everything simply works for your customers and the effort required of them to engage with your brand is so minimal that it keeps them coming back.