How cloud integration can add value to customer experience

In this always-connected era, there is an unprecedented opportunity to engage your customers through multiple touch points during the day and key to this is adopting cloud integration wherever possible.

Why? Cloud integration means user data can seamlessly move from one device to another; from work to home, greatly enhancing the experience of your product through ease of use. What’s more important is by making this available to your customer, it is recognition of what life is like in 2016.

When you woke up this morning for example, it is likely the first thing you did was check your emails on your phone. Or perhaps you checked your calendar to see the order of the day?

Similarly, customers are more likely to engage with a brand or product through some sort of mobile device — whether it is on their smartphone or tablet. Harvard Business Review reported 68 per cent of smartphone use occurs while at home, where people conduct a host of tasks ranging from preparation to shopping to socialising. Indeed, where once people were ‘consuming’ content on smartphones, they are increasingly also ‘doing.’ This is where cloud integration becomes crucial.

Here are 3 ways it can help you add value to customer experience.

1. Foster your user journey through multiple touch points

Cloud integration eliminates location restraints. Where once customers only interacted with a product at their workstation, cloud integration allows customers to access the same product on multiple devices, wherever they are.

Customers can also switch between devices even if they are in the same location. How many times have you received a notification on your smartphone while working on your computer, actioned the notification on your phone then returned to complete your task on your desktop?

While still the same product, each platform lends itself to a different way of engaging with your customers. This gives you the opportunity to craft your content in a way that is relevant to the device and therefore, the user journey.

Similarly, when your customer is traveling from Point A to Point B, it is likely they are interacting with your product through a mobile device. Ensure your content and your product makes sense for someone that is on-the-go. Use succinct language, give them options to return to tasks later and optimise the product so that features that are easier to use in transit are more prominent on the homepage than other features more conducive to a desktop.

2. Make it personal

From sign up to installation, it’s important to acknowledge your customer’s needs as distinct and unique to them. Similar to fostering the user journey, cloud integration allows you to deliver personalised and therefore relevant content to your customers.

Personalising your product enhances the user journey by reinforcing the relevance of your product. For example, an employee from the marketing department will have very different needs from an employee in the IT department. Use this information to deliver custom dashboards and set up an email campaign that speaks to their areas of expertise.

3. Use data to improve relevance

Cloud integration also allows you to track a range of data that can be used to improve upon the user journey and further personalise your product. Location, files accessed, time of day and device used are just some of the kinds of data available to you.

It is also possible to run reports based on this data, increasing value for your customers. In addition, you can use data to gain insight on how your products are being used and with this information, the possibilities for improvements are endless.