Low-code/no-code development has been around for many years, but its adoption has skyrocketed since the pandemic. With the help of these platforms, businesses can easily, quickly, and at scale develop tailored solutions that enhance the customer experience.
There’s often a disconnect between the experiences brands design and the emotions consumers feel. Are companies creating experiences based on technology rather than the emotions of their customers?
Technology like AI, which does promote personalization – which is what customers want – has undoubtedly dominated discussions about CX. But ultimately, the customer experience revolves around a human.
No matter how sophisticated the technology, how effective the automation is, or how vast the size is, these things must help marketers connect and develop customer relationships. So how can businesses create CX while keeping consumer emotions at the forefront rather than automation, technology, or channels? The solution is to use low-code/no-code for CX design that is based on emotions.
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Emotion-Led Design
The disconnect between customer emotions and technology is a challenge for marketers and CX designers, particularly in the last mile, where customer interaction takes place.
Because technology drives the entire experience delivery, it could seem as though technology takes precedence over emotions. However, responses to triggers like words, colors, tones, and sounds, and feelings like joy, empathy, and patience make the brand experience come to life for customers.
So the question is, how can marketers effectively integrate the emotional components of brand experience with the technology that drives personalization?
It’s important to use technology to speed up and streamline interactions, but doing so shouldn’t come at the expense of the emotional factors that make the customer feel heard and valued.
Since CX must ultimately be provided at scale, marketers are still severely limited by what technology is capable of. Stories about emotionally charged moments of truth become the exception rather than the norm. The real challenge is to integrate emotional components into CX delivery on a consistent basis.
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Creating Emotionally Relevant Experiences
While low-code/no-code tools have been quickly adopted by marketers, especially in the UI, UX, content, design, and analytics spaces, the focus has leaned toward streamlining workflows, automation, and testing and innovation. However, low-code/no-code has tremendous potential to assist marketers in rethinking customer experience design. By streamlining analytics, content development, and user interfaces with user-friendly, intuitive, and accessible apps, it can help marketers become more responsive and agile.
Low-code/no-code technology allows marketers to experiment with and develop more emotionally relevant and engaging experiences for consumers on the go while freeing up high-tech resources for more complex jobs.
Building True Customer Connections
Observing customer behavior at each of the several touchpoints where experience is delivered can yield many insights on how to forge true, emotional connections and enhance CX outcomes.
AI can be efficiently leveraged when the intention is not to completely do away with humans but to understand when to bring in human intervention. With low-code/no-code options readily available, marketers can make interventions that improve the experience with minor but impactful details. They can then keep perfecting those details to better suit customer preferences.
In order to provide customers more transparency and control over the process, numerous brands have recently used low-code consent and preference management tools. However, without sacrificing compliance, automation, or scale, marketers can think about experimenting with the emotional triggers in that process, such as language, colors, and UX.
Low-code/no-code makes the data collection a collaborative process instead of a coercive one. It can help marketers bring zero-party data of customers and their emotional responses into personalization and how experiences are built.
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