Technology is arguably one of the most critical factors in a company’s ability to provide an optimal customer journey. The right technology can help you find new customers, keep them happy, and differentiate yourselves from the rest of the market.
The right combination of technology creates a seamless experience for all users, enabling you to attract, convert, and retain customers. Here at LaunchPad Lab, we’ve coined this combination of technology as a brand’s Digital Foundation.
As a digital product agency with a team of experts in web development and mobile app development, we help businesses create custom applications that provide the essential building blocks to ensure your digital foundation is strong. Book a discovery call with us to learn more about how we can help you create your digital foundation.
The 3 Pillars of a Digital Foundation
Entice New Potential Customers
In order to attract new customers, your digital foundation needs to have a strong website. Your website should be powered by a content management system (CMS), such as WordPress or Contentful, and it should supply analytics outward to empower your marketing team and marketing automation system. Without a strong, high-performing website, you’ll be stuck trying to master the art of attracting customers without a way to keep their attention.
Turn Leads Into Paying Customers
Once you've attracted potential customers to your website, you need a streamlined web conversion flow that makes it easy for a visitor to become a customer. Depending on your business, this could be making a purchase, inquiring about a service, or scheduling an appointment. This web conversion experience should be integrated with your CRM and POS system to ensure orders, payments, registrations, and customer info is captured and communicated seamlessly to your internal teams.
In order to retain and grow your customer base, you need to have a strong member experience that keeps them coming back for more. This could be a community portal, member experience, or a self-service tool that enables your customers to go further without your assistance. All of these experiences should be integrated with your CRM software so your internal team has access to a multitude of data that helps them better serve your customers and do their job more efficiently.
The Digital Foundation can also be split into two horizontal pillars—the customer-facing tech and the internal-facing tech. Your customer-facing technology will be the way that you make your first impression. Your website is often the first touchpoint for a customer, which means that it needs to be attractive, user-friendly, and informative. This will often be the determining factor in whether or not the user continues on to learn more about your brand, purchase a product, or engage with your company.
Another major piece of customer-facing tech is member applications. Once a user has converted into a customer, they’ll be looking for ways to stay up-to-date with your company. You can create nurturing applications in the form of communities, self-service portals, or mobile apps.
However, your digital foundation is not just your customer-facing software. It’s simply not enough to only have a really great website or member experience—they have to integrate seamlessly with the proper internal-facing tech to create the three structured pillars of your digital foundation.
Your internal-facing tech is a bit more complex than the customer-facing tech, as it includes all the software behind the scenes that makes your business run and keeps your team members happy. This includes your content management system (CMS), analytics, point-of-sale (POS) system, customer relationship management (CRM) software, and more. All of these software platforms need to be integrated in order to work together seamlessly and provide you with the data and insights you need for your business to run smoothly.
How to Measure Your Digital Foundation
Let’s Build Your Digital Foundation
Building a digital foundation can seem like a daunting task, but it’s essential for any business that wants to grow and meet their goals. At LaunchPad Lab, we specialize in custom application development services. We can help you build the right digital foundation for your industry to ensure your business can attract, convert, as well as retain and grow your customer base. Book your free discovery call with us today to learn more about how we can help you build a strong digital foundation!
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